Today we’d like to introduce you to Dr. DeShonda Jennings.
Dr. DeShonda, we appreciate you taking the time to share your story with us today. Where does your story begin?
My journey into entrepreneurship began with something very personal, the birth of my miracle baby. Growing up in the small town of Kenbridge, Virginia, I always had a passion for children and helping others, but becoming a mother inspired me to turn that passion into something greater. I wanted to create an opportunity that would allow me to be present for my children while making a difference in the lives of other families. That’s how DJ Shining Stars Daycare was born.
What started as a home-based childcare program eventually grew into DJ Shining Stars Preschool, a six-figure childcare business. Along the way, I discovered that my purpose extended beyond caring for children. I realized that my experiences, both the successes and the challenges, could help other childcare business owners avoid some of the mistakes I made and build businesses that were not only profitable but sustainable.
That realization led me to expand my work through DJ It Takes A Village LLC, where I coach aspiring entrepreneurs and childcare business owners on building strong business foundations, creating systems, and growing businesses without sacrificing their well-being. I also founded DJ It Takes A Village Too, a nonprofit organization dedicated to supporting children, families, and communities through education, resources, and meaningful experiences.
Today, I am a childcare business owner, business coach, international speaker, bestselling author, and recipient of the Presidential Lifetime Achievement Award. I have also been honored with an honorary doctorate in humanitarianism. While I’m grateful for these accomplishments, my greatest joy comes from being a mother and grandmother and knowing that the work I do is creating opportunities that will impact generations beyond me.
When I look back, it’s amazing to see how something that started with the birth of my miracle baby has grown into a much bigger mission. My journey has taught me that sometimes your purpose is revealed through the very experiences you never saw coming. Today, I’m intentional about using my story to encourage others to stop making excuses, take action, break barriers, and build a legacy they can be proud of.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not! My journey has been anything but smooth, and I think it’s important for people to understand that behind every success story, there are struggles, sacrifices, and moments when giving up seems easier than pushing forward. I’ve had my share of challenges, but I’ve learned that it’s not what happens to you that determines your future. It’s how you respond to those challenges that makes the difference.
One of my biggest struggles was learning how to transition from simply operating a childcare program to actually running a profitable and sustainable business. When I first started DJ Shining Stars Daycare, my heart was in the right place. I loved children, I wanted to support families, and I wanted to be present for my own children. However, having a passion for something and knowing how to run it as a successful business are two different things. I found myself wearing multiple hats, working long hours, putting everyone else’s needs before my own, and not always making the best financial decisions. I was taking care of everybody, but I wasn’t always taking care of myself or my business the way I should have been.
One of the most difficult seasons of my life was when I filed Chapter 13 bankruptcy to save my home. Imagine being a business owner, showing up every day for the children and families who depend on you, while privately dealing with the possibility of losing your home. That was a reality I had to face. It was uncomfortable, humbling, and emotionally draining. But it was also a turning point. I had to acknowledge that some of the decisions I made contributed to where I was financially. I couldn’t continue blaming my circumstances or making excuses. I had to change my mindset, become more intentional with my finances, and put systems in place that would allow my business to work for me instead of me constantly working for my business. Those changes eventually helped me withdraw from bankruptcy and build a stronger financial foundation.
Another struggle was learning how to set boundaries and give myself permission to rest. As women, mothers, and business owners, we often feel like we have to be everything to everybody. I was no different. I had to learn that being available to everyone doesn’t mean you’re being effective, and constantly being busy doesn’t mean you’re making progress. There were times when I neglected my own needs because I was so focused on making sure everyone else was okay. Over time, I realized that self-care wasn’t something I could continue putting on the back burner. If I wanted to build a business that would last, I had to make sure I was healthy enough, mentally and physically, to enjoy what I was building.
I’ve also had to overcome the fear of stepping outside my comfort zone. Moving from being a home-based childcare business owner to becoming a coach, author, and international speaker required me to see myself differently. I had to learn to stop minimizing my accomplishments and recognize that my experiences, including the mistakes, had value. There were opportunities I had to pursue even when I didn’t feel completely ready, and there were rooms I had to walk into believing that I belonged there.
What I’ve learned through it all is that growth requires change, and change isn’t always comfortable. I’ve made mistakes, experienced setbacks, and had moments when I questioned my next move. But I refused to let those moments define me. Instead, I chose to learn from them and use those lessons to help others avoid some of the same struggles.
Today, when I coach childcare business owners and entrepreneurs, I don’t speak from a place of just reading books or learning theories. I speak from experience because I’ve lived through many of the challenges they’re facing. I know what it feels like to work hard and still struggle financially. I also know what it takes to make the necessary changes to build something sustainable.
My journey hasn’t been a smooth road, but I wouldn’t erase the lessons. Those struggles helped shape the woman, mother, grandmother, and business leader I am today. They also taught me something I carry into every area of my life: **You can either allow your struggles to become your excuses, or you can use them as the foundation for your next level. I chose to build.**
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
DJ It Takes A Village Too was founded on my belief that it truly takes a village to create meaningful change. I’ve always believed that when we bring people together, share resources, and recognize the contributions of others, we create opportunities that can impact generations. Our organization is about more than hosting events or providing resources. It’s about building a community where individuals feel supported, valued, and empowered to make a difference.
As a nonprofit organization, we focus on strengthening families, supporting childcare professionals, promoting wellness, and creating opportunities for personal and professional growth. One of our signature initiatives is our Annual Childcare Conference and Awards Celebration, where we bring together childcare business owners, early childhood educators, parents, community leaders, and individuals who work tirelessly with our youth. What makes this event special is that we don’t just focus on education and professional development. We intentionally take time to recognize and celebrate the people who are making a difference every day, many of whom rarely receive the recognition they deserve.
I believe that parents are children’s first teachers, childcare professionals help build the foundation for lifelong learning, and those who work with our youth are helping shape our future leaders. These individuals deserve to be celebrated, encouraged, and reminded that their work matters. Our conference creates a space for learning, connection, recognition, and meaningful conversations that continue long after the event ends.
We also extend our mission through *It Takes A Village: The Power of Community & Business Show* and our podcast, where we highlight stories, share valuable conversations, and create opportunities for individuals to learn from one another. I’m passionate about using these platforms to give people a voice, especially those who are doing impactful work but may not always have the visibility or opportunities to share their experiences. Sometimes hearing someone else’s story is exactly what another person needs to take that next step.
What sets DJ It Takes A Village Too apart is our commitment to connecting people with opportunities while making sure they feel seen and appreciated. We recognize that everyone brings something valuable to the table. You don’t have to have a title, a large following, or a successful business to make an impact. Sometimes the person making the biggest difference is the parent showing up consistently, the childcare professional going above and beyond, or the community member quietly helping a child reach their potential.
What I’m most proud of is that we’ve created a brand rooted in service, recognition, collaboration, and genuine relationships. I never wanted DJ It Takes A Village Too to be an organization that people only hear from when we’re hosting an event. I want us to be known for creating meaningful experiences, opening doors, and encouraging others to recognize the value they bring to their communities.
As we continue growing, I’m intentional about expanding our reach and connecting with individuals and organizations who believe in the power of community. I also believe that sometimes people are sitting on ideas, talents, and experiences that could change someone else’s life, but they simply don’t know where to begin or who to connect with.
If there’s one thing I want readers to take away, it’s that you don’t have to wait until you have everything figured out to make a difference. You just have to be willing to take that first step and surround yourself with people who can help you grow. Whether you’re a parent, childcare business owner, entrepreneur, or someone who has a heart for serving others, there may be an opportunity for us to connect, collaborate, or create something meaningful together.
I always say that connections can open doors that you didn’t even know existed. If something I’ve shared resonates with you, I’d love to connect and learn more about what you’re building or hoping to accomplish. You can take that first step by visiting www.deshondajennings.com/chat. You never know what one conversation can unlock.
What do you like and dislike about the city?
What I love most about Richmond is its sense of community, rich history, and the opportunities it provides for people to connect and grow. Richmond is filled with talented individuals, passionate entrepreneurs, and organizations that genuinely want to make a difference. I especially appreciate the people who are doing meaningful work behind the scenes, often without recognition or large budgets. There is so much potential in our city, and I love seeing what happens when people come together with a common purpose.
What I like least is that sometimes the smaller nonprofit organizations and grassroots initiatives are overlooked when it comes to funding, partnerships, sponsorships, and opportunities for visibility. It often seems like the same well-established organizations receive the majority of the attention and support, while smaller organizations doing meaningful work struggle to get a seat at the table. I believe there’s room for everyone. Every large organization started somewhere, and just because an organization may not have a big name, a large following, or years of recognition doesn’t mean its impact is any less valuable.
I would love to see more businesses, corporations, community leaders, and established organizations intentionally reach back and build relationships with smaller nonprofits. Sometimes all a smaller organization needs is an opportunity, a connection, or someone willing to believe in its vision. Support doesn’t always have to come in the form of a financial contribution. Sharing resources, offering mentorship, opening doors, and inviting smaller organizations into conversations can make a tremendous difference.
I believe Richmond has the potential to become an even stronger community when we stop measuring an organization’s value by its size and start recognizing the impact of its work. For me, collaboration shouldn’t be about who has the biggest name or the most resources. It should be about how we can work together to serve more people. After all, we all started somewhere, and sometimes the organization making the biggest difference is the one that simply needs someone to give it a chance.
Contact Info:
- Website: https://www.10mistakes2avoid.com
- Facebook: https://www.facebook.com/deshonda.jennings
- Other: https://www.dejourvillage.org
