The Business of Fun
Kureé Sheard founded Ninalem’s Party, a thriving decor brand that’s generating Beyoncé-level buzz.
When Kureé Sheard ’12 graduated from Monmouth University with dual degrees in history and political science, a future in party decor was the last thing on her mind.
“I took an unconventional path,” Sheard recalls. Following graduation, she landed a job in financial services, ultimately rising to the position of trust administrative officer. But even as she navigated corporate America, Sheard had a side hustle brewing, a baking business called Sweetly Chic. “Baking was therapeutic for me,” she says. “I am a talented baker, and it’s something I keep in my back pocket.” By 2017, she had left finance to open a kiosk in the Freehold Raceway Mall, where she ran a dessert bar and took orders for custom cakes and other treats.
The grind of 12-hour mall days was grueling, and by 2018, the kiosk had closed. But Sheard gained invaluable lessons from the experience that would come in handy later: hiring, payroll, and the ins and outs of running a business. “I’m glad I did it, and I live my life with no regrets,” she says. “Everything is a learning experience.”
Two years later, when her creativity struck again, she was ready. “I had this idea to do fun and raunchy party decor with a nod to pop culture, which I wasn’t seeing in mainstream party stores,” she says. “My friends and I wanted decor that our inner 21-year-old college selves would love, but that would also speak to our experiences and interests now.”
In August 2019, Ninalem’s Party—that’s “melanin” spelled backward—launched on Etsy. The brand’s ethos is simple: Joy should be unapologetic, inclusive, and reflected in decor that celebrates people as they truly are.
The shop’s popularity exploded during the pandemic. “I thought it was a fluke because people were home and that after COVID, business would slow down,” she says. But demand for her clever and fun banners, confetti, cupcake toppers, sashes, and more kept growing. For the past five years, Ninalem’s Party has been a top 0.1 percent Etsy seller, and the company now sells on Amazon, TikTok Shop, its own website, and in stores such as Urban Outfitters and HomeGoods.
This year, the brand went viral with its Cowboy Carter sash, inspired by Beyoncé’s newest album. “It went viral before I could even make a video about it,” Sheard says.
“The day Beyoncé announced the tour, we sold over 1,000 sashes.” That was just the beginning. Sheard’s team leveraged TikTok, Instagram Reels, paid advertisements, and “any marketing we could,” she says, to grow sales. “There were others selling this type of sash,” she adds, “but we were the best at marketing it. I still can’t believe its success.”
Sheard credits Monmouth—where she was active in Alpha Kappa Alpha Sorority Inc., on the debate team, and on the Black History Month planning committee—for building her confidence and leadership skills, both integral to her success as an entrepreneur. “Monmouth taught me how to be a leader,” she says. “I had that spark inside me, but I needed someone to pull it out and hone my skills. If I never went to Monmouth, I never would have had the confidence to leave my corporate job and start my own business.”
How to Throw a Party on a Budget
1. SET THE SCENE
A banner instantly sets the vibe and lets guests know exactly what they’re celebrating. “You don’t need to go overboard with decor,” Sheard says. “One well-placed banner can transform a space and set the tone. Snap a few photos in front of it, and boom— you’ve also got a party backdrop.”
2. DON’T OVERDO DESSERTS
“The truth is, people usually only try two or three treats from a dessert table,” Sheard says. Instead of over-spending (and ending up with a ton left over), focus on a few quality options presented beautifully. This not only saves money, but also provides for an intentional, elevated setup.
3. REPURPOSE WHAT YOU ALREADY HAVE
Everyday items like vases, picture frames, candles, or even books can be styled to fit your party theme. A few DIY touches, like filling jars with candy or string lights, can make a big impact without costing extra.
4. MIX UP A SIGNATURE DRINK
Stocking a full bar can get expensive fast. Instead, simplify things with one signature cocktail or mocktail. This cost-effective approach adds a personal, thoughtful touch that makes your event feel more curated. Plus, you’ll spend less time mixing and more time enjoying the celebration.
5. WHEN IN DOUBT, KARAOKE
A karaoke machine (or even a TV and YouTube) can turn any party into a memorable night. It’s inexpensive entertainment that gets everyone involved. “Guests love the chance to let loose,” Sheard says, “and it creates memories far better than anything you could buy.”