Podcast Summary: Black Entrepreneur Experience – Episode 530

Guest: Melva LaJoy LeGrand, CEO, LaJoy Creative
Host: Dr. Frances Richards (Chief Encouraging Officer)
Date: December 24, 2025
Main Theme:
How to lead with purpose, creativity, and lasting impact—Melva LaJoy LeGrand shares her entrepreneurial journey, the evolution of her event and creative agency, and her philosophy on business, boundaries, and legacy.

Episode Overview

In this episode, Dr. Frances Richards sits down with Melva LaJoy LeGrand, the 12-time award-winning CEO of LaJoy Creative, to explore the power of creativity, service, and values-driven entrepreneurship. Melva candidly shares the pivotal experiences and philosophies that have defined her career: from building a mission-focused creative collective, to learning the importance of vetting clients and choosing peace over "all money," to her deep commitment to legacy, service, and mental well-being.

Key Discussion Points & Insights

Melva’s Entrepreneurial Backstory

• The Origin Story (03:19–05:22):
  • Founded during the 2007–2008 financial crisis by leveraging event planning and design skills with a colleague.
  • Evolved from a conference planning agency to a creative powerhouse due to adaptation through hardships—including caring for her father and dramatically pivoting during the 2020 pandemic.
  • By 2025, LaJoy Creative is a full-service agency delivering experiences globally.

Defining Purpose & Ideal Clients

• Seeks out organizations with values alignment—mission-forward, equity-driven, education, juvenile justice, and energy sectors (05:24–06:18).
• Values are non-negotiable: “We're not sector specific. It's really about values alignment.” (06:04)

Problems She Aims to Solve

• Industry issue: Need to nurture the next generation in the events industry post-Covid.
• Societal issue: “The world is in a deficit as it relates to uniting around our similarities…Events are so critical, because people need their people.” (06:22–07:58)

Mentors and Influences

• Cheryl Lee Ralph: Inspiration for public self-love, representation, and humility (08:14–09:51).
  • “Thank you so much to the original dream girl.” (09:45)
• Grandmother Ola: Instilled work ethic, resilience, and a vision for greater possibility (09:56–11:15).
  • “Granny, you were right. The world did a whole lot with me.” (11:11)

Pivotal Moments in Entrepreneurship

• Encountered racism early in her career, found support from an unexpected ally, and learned critical lessons about her worth (11:28–13:12).
• Gradually shifted her pricing and business strategy after realizing she was undervaluing her work:
  • “Sometimes you have to wait for your worth.” (13:24–14:51)

Financial Structure and Professionalization

• Progressed from family advice to employing professional CPAs and a business attorney (15:07–17:34).
  • Annual contract review: recently added a code of conduct for client communication and boundaries.

Setting Boundaries & Protecting Energy

• Fired clients to prioritize mental health:
  • “All money is not good money…What I needed more than anything was my mental health and my peace.” (18:17–20:25)
• Personally vets every client to ensure alignment and positive team culture (19:24–20:25).
• Institutes mental health self-care: “Joy drops,” mental health days, and a joyful remote culture.

Mental Wellness Practices

• Comprehensive approach: faith, ongoing therapy, deliberate time off (four weeks each December), and boxing for stress relief (20:37–21:57).

Redefining Success & Legacy

• Success now equals “service”—changed profoundly after her father’s death (22:16–24:22):
  • “If you are not serving…that will have impact when you are gone, I think you missed the point.” (23:17)
  • “Now, at this time in my life, I want less because I want to leave more.” (23:44)
• Wishes to be remembered as “the survivor, a servant, someone who gave without wanting a gig…and for my messiness.” (24:28–25:36)

Marriage, Love, and Entrepreneurship

• Her husband is both a supportive advisor and a cheerleader, but boundaries matter:
  • “I will always choose Emmanuel before any business endeavor. Always. Doesn't mean I don't work hard…But it starts with him.” (25:40–27:41)
  • On waiting for the right partner: “The right one…is cheering you on and not making it about them.” (27:47–28:45)

Lessons from Failure

• A major contract fell through in 2024—overspent in anticipation, learned resilience and discipline instead of defeat (30:07–32:56):
  • “Don't spend what you don't have…Pick yourself up. Figure it out.” (31:38)
• Ended up growing the business by 30% the following year.

Influencers & Key Lessons

• Dr. M: modeled empathetic, emotionally intelligent leadership and communication (33:03–34:17).
• Early manager: Pushed Melva from the background to leadership, taught her to “swim” (34:20–35:22).
  • “There’s so many black women…who loved me and saw me before I could see myself.” (35:19)

Remaining Humble

• On what keeps her going:
  • “Almost like I'm on fire. That this business is meant to do something to positively impact people, and it would be irresponsible to ignore it.” (35:54)
• On staying grounded:
  • “As quickly as I rise, I can fall and have to rebuild…I strive to never think so highly of myself that I'm out of touch.” (36:45)

Notable Quotes & Memorable Moments

• On boundaries:
  “I am actually never was your servant…a weekend 11pm text is not short of an emergency.” (16:28)

• On mental wellness:
  “My time with my family…fuels me to be the best leader, the best CEO that I can be.” (21:31)

• On legacy:
  “I want some of my messiness to be remembered. Times when I failed, the times when I had to rebuild.” (24:34)

• On resilience:
  “Pick yourself up. Figure it out.” (31:43)

Timestamps for Key Segments

• Introduction & Melva's Background: 00:21–05:22
• Defining Client & Mission: 05:22–06:18
• Industry & Societal Challenges: 06:22–08:04
• Mentors: Cheryl Lee Ralph & Granny Ola: 08:14–11:15
• Entrepreneurial Pivot Points: 11:15–14:51
• Professionalizing Finances: 15:07–17:34
• Setting Boundaries: 18:17–20:25
• Mental Health Approach: 20:37–21:57
• Redefining Success: 22:16–24:23
• Legacy & Impact: 24:28–25:36
• Love & Business: 25:40–28:45
• On Failure and Failing Forward: 29:52–32:56
• Influencers & Lessons: 33:03–35:22
• What Keeps You Going: 35:35–37:07
• Rapid Fire Questions: 37:07–38:46
• Contact Info & Closing: 38:46–39:52

Rapid Fire Answers (37:26–38:46)

• First thing every morning: Journaling
• Life-changing book: Her journal
• Favorite rapper/singer: Tupac Shakur / Sade
• Coffee or tea while building an empire: Coffee
• Indispensable app: WhatsApp
• One-sentence business pitch: “Storytellers Curating experiences for organizations worldwide.”
• Entrepreneur she'd dine with: Jesse Collins

How to Connect with Melva & LaJoy Creative (38:46–39:24)

• Instagram: @lajoycreative & @belajoyful
• YouTube & LinkedIn: LaJoy Creative

Overall Tone & Takeaways

Melva LaJoy LeGrand brings warmth, honesty, and practical wisdom to her story. Her journey is anchored in resilience, values, and giving—forging a path that prizes service, healthy boundaries, and the empowerment of others. She proves that real leadership is about legacy, choosing the right battles, and caring for oneself as much as one’s team.

Memorable Final Thought:
“Now, at this time in my life, I want less because I want to leave more.” (23:44)