In episode 65 of Everything is Up, Tammera Hollerich interviews Regina Vereen, Senior VP of People and Support Services at the House of Cheatham, as she reflects on how her diverse upbringing shaped her ability to connect with people from all walks of life. She also emphasizes the importance of creating an inclusive workplace culture and the value of adaptation in both personal and professional settings.
Tune in for an inspiring conversation about beauty, success, and the impact of community-focused brands.
TIMESTAMPS
[00:01:27] Beauty brands for curly-coily community.
[00:06:00] Dealing with diverse personalities.
[00:10:01] Diversity and inclusion experiences.
[00:12:45] Adaptation to inevitable change.
[00:19:30] Family experiences over material gifts.
[00:22:00] Importance of family connections.
[00:26:48] Importance of building a village.
[00:31:16] Importance of taking time for you.
[00:34:46] Diversity and inclusion in workplaces.
[00:37:06] Podcast subscription importance.
QUOTES
SOCIAL MEDIA LINKS
Tammera Hollerich
Facebook: https://www.facebook.com/TammeraHollerich
LinkedIn: https://www.linkedin.com/in/tammerahollerich/
Instagram: https://www.instagram.com/thollerich/
Regina Vereen
LinkedIn: https://www.linkedin.com/in/reginavereen/
WEBSITES
Everything Is Up: https://everything-is-up.simplecast.com/
Tammera Hollerich: https://tammerahollerich.com/
House of Cheatham, LLC: https://houseofcheatham.com/
Welcome to everything is up a podcast about the real life stories of people who have created extraordinary levels of success These are conversations with people who are constantly striving to take things to the next level And now here's your host
Welcome to Everything is Up with Tamara. Guys, I'm super excited today. We have Regina Vereen with the House of Cheatham out of Atlanta. Welcome, Regina. Thank you so much for joining us today.
Tammera Hollerich
Thank you so much, Tamara, for having me. I'm really excited to be with you today and joining your audience.
Regina Vereen
This will be a lot of fun. So talk to us. House of Cheetham, what do you guys do, kind of location? Give us the backstory. Yes.
Tammera Hollerich
Okay, so House of Cheetham is the maker and distributor of beauty brands and products. Most of our brands are sold in various OTC or Target, Walmart, CVS, Walgreens, and those brands are Jackie's Curls and Coils, Hollywood Beauty Brands, Kooza, Africa's Best and Originals, and Red Fox, among some of the other brands. But you'll find us in some of your major retail stores. And a lot of our brands cater to the curly-coily community, so I've been really excited to be a part of House of Cheatham in their journey. I feel really excited that we help people feel their best. So House of Cheatham tries to inspire the beauty within. So yes, our products are about without, but I really think that our company does a good job of trying to listen to the consumer. And if the consumer feels their best, then we're doing something right.
Regina Vereen
That's fantastic. OK, so your role within the House of Cheatham, you're Senior VP of People and Support Services. Walk us through what your day looks like.
Oh, my goodness. So let's talk about the title a little bit because it's a little loaded, right? So the Senior Vice President of People and Support Services. In my role, I have supported not only what's typical of an HR function but you know being people first is part of our value system. We do refer to it as people operations and then the support services end of it is because I'm actually over our IT department. I also do special projects which the last or current project that I'm working on is our expansion into having full-time employees in South Africa. So it's something I've never done before but it's been really exciting in my journey to be trusted to help us move on to that next level and next branch. But at a daily basis, I can say my day-to-day is different all the time. But really what I strive to do is create a culture and a place where people enjoy coming to work. I try to look for opportunities to make sure our culture is inclusive. Also looking at our overall strategy of how we're going to grow, how many people it takes to be able to run the day-to-day for the business and identifying those great candidates as well. But then also have my hands in other things with employer relations as well. The IT department and HR originally was outsourced within the company. And so when they had me join the company, I kind of did this really big project and said, I think that if we just brought everything in-house, we could save quite a bit of money. And so my boss at the time said, you know what, I see the numbers, they make sense, then let's go for it. So what I know that's been exciting for me in my journey at House of Cheetham and throughout my career is being entrusted to do things that were never done before. So my day to day, I would love, I really can't say, and I like that I can say that it's not the same all the time. And I get to interact with a lot of great people I love to have those aha moments where we come together and maybe there was some confusion or even if there was just discord that I'm kind of the person that am the peacemaker in the end sometimes. So really gets to be fun.
So you're right. That is a loaded title. And that is, I mean, that is, I mean, pivoting HR, HR is complicated enough as it is, right? It is, it definitely is. And dealing with people, I mean, live humans, I love that you guys call them people, because we are humans, right? And until AI fully takes over and we have Skynet, like, I mean, we are still people. So, yes, right. dealing with people, you have different personalities all the time. And then you put yourself into different roles all the time. You know, it and HR are polar opposites. I mean, there are polar opposites, you have your blue greens in HR, and you have orange red, you know, orange reds in it. So it's like, you're constantly dealing. So as you know, kind of as your career has progressed, The HR function, like being that senior vice president kind of over people. How have you evolved in learning to deal with so many different personalities and different types of people? Because I think we start in one place and then experience teaches us a lot when it comes to dealing with people.
Absolutely. And I really would have to say that I was kind of raised in that change and dealing with different personalities. And that comes from being a military brat. My dad was in the Navy for most of my life. And so we went to, I think I went to five different elementary schools, three different middle schools before getting into high school and kind of being in one place. But one thing that I learned from my parents, especially my mother, was that life is an adventure. And getting to meet new people, what a blessing that is. And so I kind of took what was already ingrained with me and I apply that in my every day. So what's exciting about House of Cheatham and all the brands that we house with Aunt Jackie's and Hollywood Beauty is that we're in Stone Mountain, which is about 20 minutes north of Atlanta, but it's so diverse. And so there are about six different languages spoken in our plant, and there's all kinds of different experiences. And although we may not all speak the same language as a first language, we all find a common community and just being good people and being kind to each other and wanting the best for one another. But I would definitely say that I have been in rooms with the CEO, but I also have been in rooms with the blue collar service technicians and the plant worker. And you know there's that old school saying that you treat everybody the janitor to the CEO, the same way, and I take that to heart because everyone does have a different experience, but they all deserve respect. And what's exciting about my job is that I do get to interact with so many different people and personalities, but I'm also engaging and learning about the world. Like every day, you're learning something new about people. You're breaking down biases. You are helping other people to see the value in differences in cultures and making sure that everyone feels inclusive. So I would definitely say it's not something that was really new to me to have to be in those experiences with so many different peoples and backgrounds.
So I'm so glad that that was your answer to that question. And I'll tell you, because I too, we have so much in common. I grew up a military brat. My dad was in the Air Force for 26 years, probably. So like, my whole life, I mean, I was born, he was in Vietnam. And then I mean, I was I left before he even retired. So I tell people when they ask me, It's kind of the same thing, right? I feel that I was exposed at a very young, early age, where diversity, what, you know, diversity, inclusion and equity, right? The D.I.E. community that's everybody's talking about all the time. We lived it and it wasn't a discussion, right? Because it was, it was who was fighting with your dad, right? Like, So like we grew up with that cultural experience where it didn't have to be taught to us because it was just how we live.
Absolutely, absolutely. And I'll say, I mean, there were there were some times when I moved to parts of the world where it wasn't that. And that was a culture shock to me because it was I didn't understand why, like there were pockets of people who just hung around each other because a lot of times my friend group was just very inclusive of people from all different backgrounds. And it remains to be that way today. And I think that a lot of times, sometimes family is what you create. So we may, my family may not all look the same, but they're still my family. And I love that, that I got to have that experience.
Yeah, I think it does make a difference. You know, they, I think there's an acceptance to, you know, like you said, you know, when we would go to different areas, you know, and of course, we lived on the base most of, you know, most of the time that we were in the military, my dad was in the military, And so I had to go to a high school that was off the base. And we were referred to as Jenner's like, that was the it was like, you're those are Jenner's like, because they know the kids that came from the base. And yet, you had we were we kind of were that kind of pocket, like you said, but our pocket did not look the same. When if you would look at other pockets that were, you know, from that area, it was you know, whether it was the cheerleaders or we're all blonde hair, blue eyed, right? Like, right. You know what I'm saying? So, yes, I know what you mean. So I think that if I if I were going to guess, I would think that that background set you up perfectly for the role that you are in now. I kind of looking at that picture.
Absolutely. I would definitely have to say it's probably the foundation of why I enjoy people so much. And it also helps because it made me less afraid of change. When you get to a certain level in your career, especially as an executive, and you're having to make really tough decisions on a day-to-day or go through these very expansive changes, like buying out other organizations or being bought out by organizations, if you're one that's apprehensive about change, that could be very difficult for you to be able to make sound decisions And so, I really feel even that military experience helped me be successful in being able to acclimate to change so quickly. I'm not bothered by change at all. I'm like, oh, it's changing, what's changing? And let's go, let's do it.
That's me too. I almost, I'm almost looking for change on a regular basis to be comfortable. It's like, oh, we need some change. My staff will tell you, you move me one more time, I'm going to kill you, you know? But, you know, it's interesting because you bring a very valid point, you know, you take humans as a whole, and we do you say change and everybody freezes, like, no one really likes change. We were thrown into it with no option. Like, if you didn't get a say, your dad came home said I have orders and everybody was like, Okay, I gotta pack up my room again. Right? Right. And nobody asked your opinion. Like you were going, it was not an option. And then you just learned to adapt.
Absolutely.
That if I could teach one thing to people, it would be adaptation. Adapting to whatever is around you. Like, because like you said, change is inevitable, like it's going to happen. You guys are going through a global expansion, like that is huge. And with, you know, House of Cheetham, and, and everybody has to kind of be on board with that. And if you have, even all the way down to the janitor, because if somebody is resistant to that, it paralyzes an organization into making, like you said, sound decisions, because you you don't know if that's, I mean, what's the worst that can happen? As my dad would say, you die. Like, that's the worst. He's like, we're going to Alaska. I'm like, yeah, I don't go north of the Red River after August 30. Like, are you crazy? He's like, what's the worst that's gonna happen? I'm like, I'll die of freeze to death. He was like, it's the worst. And then you go to heaven.
That is a good way to look at things. I often say, are we going to get arrested for it?
But that that comes from a little bit like my husband's in law enforcement. My dad was in the military, but he did some law enforcement type of things as well. And so when we have to do something, or sometimes when I'm training someone and I say, what's the worst can happen? Am I, are you going to get arrested? Are you going to get thrown in jail for making, you know, typing something wrong? Like just do it, do it scared, do whatever, do it apprehensive, but just do it. Change is coming. You know?
Yeah, it is coming. You know, that's the other thing too, that I liked about kind of reading through your profile is, um, the positivity and you you kind of allude to the fact that that comes from your mom. Yes. Yeah. Mom being that super positive person all the time. Yeah, life is you and I are old enough. I mean, guys, we're not 20. So in my 20s, I made some pretty interesting decisions. Let's just put it that way. I like that, interesting decisions. Interesting decisions, which when I read your background, you said, when we asked you, you know, kind of what was your background and upbringing and what would somebody find, like, what would they be surprised about if they learned about you? And you said, I was a rapper and I was like, a rapper, okay. I was, yes. How did you, how did you become a rapper?
Okay, so, you know, Growing up in the 90s, there were female rappers, but there weren't a lot. And so I had guy friends that could rap, and they were always like, you can do it, you can rap, and just kind of encouraging me. And I've always liked to read, and I loved poetry and things of that nature. And one day I just sat down and did it. Like someone gave me a beat and I was like, all right, I can do this. So then it just became like, okay, now I'm in a group. Now it's me and another guy in a group together and I'm going to the studio. And then I joined another group that was actually, I actually did Christian rap for a while and was a part of like another group and got to do a little bit of traveling. I've performed in front of about 2000 people before. It was probably the most. Um, and I just, I really love music anyway. I love all types of music. Um, and so my, my dad, you know, played in the band growing up and I have musical people in my family, but yes, that's, that's really how it came about, which is kind of one of those things. It's like you can do it. And then I figured that I could, and so I did, and it was, it was a lot of fun. It was kind of empowering. I felt empowered when I did do it. And sometimes you'd be the only, you know, young woman standing there holding your own with like 10 guys around you and you know you just kind of get a little swag, you feel a little confident.
I love it. What's funny about that is you when we asked you what, what is something you wish you could do better? And you said, I wish I sang better. And I'm like, but yeah, I had to laugh. I'm like, yeah.
So they try.
So so so they'll always like you get in the studio, and they do want to make that assumption. If you have a nice like voice that you can rap and I'm My voice changed after having my two boys, but I sounded different. And so the assumption was, was that I could. And then someone like invited me and he wanted me to like do a little, and he was like, oh no, you can't sing.
Yeah, thank you. But it was like, but you know, I appreciate that you were willing to try. It was like, nope, this voice is for the chorus because it blends in and no one's gonna like hear me singularly singing.
I love it. So you've got two boys. One of your boys plays football. Yes. You're a huge fan, I would imagine.
Absolutely, absolutely. My two boys are my pride and joy, and they are night and day, which is so funny. They have a bit of a gap in between them, but my oldest son is 16. He'll be 17 this year, and my youngest is 7, and he'll be 8 next year. Um, my 16 year old is just really, um, just this really humble, sweet kid, really great personality. Just, you know, gotta get to know him, but he's really quiet and kind of shy. And then that younger one is just like, has all the questions in the world. And, you know, I tell people all the time, he's like my 65 year old man, because he has very, you know, inquisitive type of thinking, you know, but you can actually see him, like, analyzing what you're saying. Like, when you tell him something in his brain, he's working out, like, if what you said is true or factual. Like, he's going to ask you a lot of questions until he feels comfortable with what you're saying. So, like, they're two, but they're just, you know, they are the lights of my life. And I'm just so proud of them. They're so smart. You know, I'm just blessed and favored to have them in my life.
I think the way that you handle just the experiences that you want them to have really, I mean, it really hit me in my heart because you said that instead of focusing on the gift side of life, birthdays, Christmas, etc. You guys took a different route with the boys and have really focused on those experiences.
Yeah, it's really important. You could probably tell I grew up in a house full of faith. And in a world where material things are so important to everyone, we wanted to make sure we put at the forefront how important it is for family. But also, I'm not a military brat anymore, so they need to be exposed to different places in the world. and different experiences and not be afraid to try something new. I think naturally my background, you know, and being a military kid, I'm kind of attracted to that change. Like I'm attracted to adventure. I'm not scared of it as much. And I think that with all the technology, if you don't get your child outside of their comfort zone, there could be a tendency for them to kind of stay within and to withdraw, but there's such a value, I think, in making sure that your children know that, you know, being with family is so much more than what this, you know, video game is going to be that you're not going to play in a few years.
Or the people that you think are your friends that are behind a screen that you don't really know. Like they're not really friends. They are if they're real, for starters, if they're real, that they are, they're mere acquaintances that you have something in common with. It's not, you know, I was literally just talking yesterday with someone about how the poor primary family has been destroyed. And, you know, Then you go to the extended family, how that's even more deteriorated, you know, from my dad comes from, my dad's number nine out of 10. So I have nine aunts and uncles on my dad's side, and 50 cousins on my dad's side alone. So we have this extended family. And while I don't get to see them all the time, my parents were extremely focused, even though we traveled because my dad was the only one that kind of left and went into the military. Oh, my younger uncle did for a few years, but not like the extended period my dad did. But my parents were, we went back to my grandmother's farm every summer. And we spent time with cousins. And anytime there was a big family reunion, we were there. And we were the oddballs, right? Because we weren't from the area. We bared lives, didn't we? Like, yeah, really? Yeah. And so it was, it was literally, we went back and we were, you know, the golden children, grandma's favorites, because we were just never there. And we never did anything wrong. So we were never in trouble with grandma. So, but it's my parents, that focus, one of my aunts, is in the hospital in ICU. I got a text at midnight last night. Hey, mom is in ICU. She's not doing very well. Can you call your dad for me? And like, so a cousin who lives in Colorado, why is like, it's, it's okay to text us at midnight and everybody's like, got it. What do you need? Like, what what can I do to help? So I was fortunate, you're fortunate enough to have that very close family. But while my mom has passed my, you know, my dad lives between my office in my house and my sister, like, we're like there. So we're super close. But when I look around, and I see so many broken families, disconnected extended families.
It's heart wrenching. It's it's hard. I mean, we actually just did a family like kind of just like a family get together just to get back to trying to see each other on an occasion other than a funeral. Right. And I have my mom comes from a big family and she has about 13 brothers and sisters and my dad has six on his side. And so We, you know, as I got older as an adult, there was that period where, you know, I didn't see everybody, but it's really trying to get back into that. And, you know, the one, getting back to the experiences with what you touched on too, and I'm sorry to pivot a little bit, because I just want to kind of share this a little bit with your audience, is that if you could do it, if you ever want to try it, like just Having like, we told our kids for birthdays, you either get an experience or you get the gift or the party. And really that whole, the party and the gift are fleeting, but this experience is something that you could take with you. It's a core memory. And how many times as like executives and at this level, how many times do you get to have those great experiences with your kids where you totally unplug and give them your undivided attention? That means so much more to them. Oh, absolutely. Yeah. My oldest son will pick an experience all day before. He didn't ask for a car, you know, for his 16th birthday. He wanted to go to Hawaii. So that's what we did. We took the family there for graduation. He's not. for this major thing, he's like, can we go to Africa? Like, you know, just things like that. And my youngest one is getting on board with it. The oldest one has to kind of tell him because he's in that bit of like, well, I want to go to the bounce house that so-and-so went to. And I'm like, okay, well, that's an experience, but just know like you're not getting some crazy gift too. And so like getting them out of that mindset. But the extension of the family, an extended family, and also who you make family. When we start to talk about family growing up with our backgrounds, it's so important to know that there's so many people in my life that I talk to on a regular basis that have come a part of the village. And I think it's so important that you have that village as well, so that you Um, can have a solid foundation for your family and you have that help still so that, you know, my, my family, most, most of them is in Ohio. So my sister is here. My, my parents are probably about 40 minutes away from me. And unfortunately my brother lives in Connecticut. So that's way, way far, way far. There are, you know, people that I'm very close to and my best friend in Florida. But they're my village, and they're people that we call in. And it's important that my kids also see that, like, you know, make sure that you pull your village in. And there's people that may not be your blood relative, but they know they can count on those people as well. And I'm thankful for that.
It's very interesting. Last weekend, you know, I'm in the Dallas Fort Worth area. And last weekend, I jumped on a plane, and I went to Medford, Oregon, never been to Medford, Oregon before. But my childhood best friend, from when I was five, and we went, we went years, when I say years, we probably went 15 years, without really having any connection or contact with each other. And about a year and a half ago, her parents live in Wichita Falls, which I am incredibly close with that. Like when my mom died, and my mom was sick, I called aunt Connie. And I was like, aunt Connie, like help. And she I mean, was there in an hour and a half. I mean, and stayed the whole time. It was like, from the time I was five. And while they went one direction in the military, and we went another and Lisa got married and had a family. about a year and a half ago, she came to see her parents. And she called, she said, Hey, will you pick me up at the airport? And I'm going to spend a couple of days with you. And I was like, done, done and done. I mean, I cleared my from everything that I had going on. And I literally spent a day and a half or roughly two days with her and her mom came down. They picked him up and went to San Antonio. So I said, I called her about a month and a half ago. And I said, Hey, listen, what are you doing on the weekend of? She was nothing. I said, Okay, great. I'm coming. And I just disconnected for two and a half days again. And again, my village, even though my village, I mean, there, when we got together, it was as if we had seen each other the week before. Yes, I love that. You know, when you have that village and those people, and those are the people that you know, if you picked up the phone, regardless of whether or not they're actually blood, because Aunt Connie's not blood, but she has been Aunt Connie since I was five. That's right. Right. And it was, I will be there. Yes. And I have those people too. Yes. I wish. that our society knew what, because I think today, because everything is done on a text message, everything is done in an email, everything is behind a screen. I don't think, or at least from what I can see, and I have spent a lot of time kind of watching this because I want to watch it with my staff. My staff, we are the Maristory family. And there's a group text chat, there's if somebody needs something, somebody's there. I mean, So, building it out within the organization as well. But I've kind of watched this. And I'm sad. Like, when I look at what people really are missing, because I think it's a miss, right? Yes. They think that they have it all or they think that they don't need it. But they don't even know what they're missing. Right.
You know, I agree. I would have to agree. There is a thing that people say, like, did that thing make it out of the group chat? Which is like, did the vacation, did the trip, did the drinks, did those things make it out of the group chat? So wildlife keeps us very busy. you know, we're running the race a mile a minute, like you have to really be intentional for the moment. And, you know, it's funny when you're like, oh, yes, I'm free in three weeks on this day. Can you make it? But I mean, as long as you're being intentional, like I'd love to be able to see a lot of my friends and colleagues. And we try to make time for each other when we can. But make it get it out of the chat, like that thing that you want to do, the thing that you want to plan. take time for you because you're just as important as the work that you do.
Yeah, so almost a perfect place for us to kind of end our time together was one of the things that you say regularly is take time for you. Yes. Why is that so important, do you think?
I think that I learned to choose myself. I had to learn that lesson. And being someone that really values people, I really am concerned about the health and welfare of those that I work with, and my friends and my family, that sometimes I miss the opportunities to celebrate my wins, to celebrate my firsts, and things of that nature. And so taking the time to choose me, to look back and say, I did that and, you know, cheers to me or let me sip that tea and tea cups up and pinkies, whatever it is that you do, make time for yourself because you can't continue to be the best at what you do, whether it's your career, whether it's, you know, your spouse, your parent, you can't be your best self if you don't take the time to choose yourself and look at what it is that you need to feel your best.
So you have had some pretty impressive career firsts that you are proud of, which I'm proud of you for them as well, because they are pretty impressive. Share those with us.
Well, I would say, you know, starting in my career a long time ago, I worked for a staffing agency and I came in at the time they did like associate agents. And I went from being an associate agent to a branch manager, which was like a first in that organization. They were very much sticklers of like, hey, we're going to do associates to agents to, you know, senior agent, then branch manager as an option. And about six months, I became branch manager. in my career with that firm. And then, you know, actually the first hybrid role in another agency that they kind of created for me. But then, like, I went to a bigger company that I worked for, and I was the first Black HR manager that the organization had ever had. I was the first, you know, you know, made it to, like, a director level at the East Coast HR representative and personnel for that company as well. And looking back and being able to tell my sons at one point, and I was in a meeting and I looked around and realized that I was the only one that looked like me. And I was the first to do it. And it was actually, it was a happy time, but I also felt it was a sad time sometimes being that first, because I felt like I shouldn't be. That this should have happened a long time ago. And, you know, a former person that was my boss who had been in her career a long time, had said to me that I was the first Black person that she had directly managed. And I just thought that that's not a first that I wanted to be. So although I was very proud to get to the level where I was at, I felt like there was still a lot of work to do. And so, yeah, I felt, you know, so it made me realize in my career, those opportunities to mentor, the opportunities to pull someone else up to share the knowledge and experiences I have is so important. And that's what it also made me realize. So I was very proud. It was that aha moment of like, you know, you are the first and, you know, I consider myself still relatively young and I was young at that time. But the company is, you know, a hundred years old. So if I'm the first, that's, you know, that means there's work to be done.
And that's interesting. And I think that that, that sadness, or that, that lack of, huh, or that aha moment comes from our background, too, because we grew up with it, not even like, that diversity, like not even having to have a conversation about what diversity and inclusion was, because it was just a fact. Like, we intermixed racial backgrounds, like, all the time. I mean, it didn't matter. It didn't matter. And you don't really think about it, right?
The people in the room are all look very different. But as you grow and you mature, and you see a lot more of the world and We come out of our military bubbles and have to face the world and face experiences. For me, although I consider myself a very intelligent person, I may have to fight to show that a little bit more in some of the rooms that I'm in and have to stand up for myself a little bit more than I feel like maybe I should at times. But it's all worth it if the person behind me doesn't have to struggle as much. I'm willing to fight. I'm willing to have the first as long as I'm not the last. And I think that's really important as I move forward and as anybody moves forward in their career, they should always look at it that way.
And on that note, ladies and gentlemen, we have Regina Vereen with the House of Cheatham and all of her amazing wisdom that she has shared with us today and our background. We wish you, Regina, the most success that you could possibly ever have, all the love in the world. And we hope that you'll join us again sometime. This has been a lot of fun.
Thank you. It was a lot of fun. Thank you so much. I appreciate everyone's time and I wish everyone, all of your audience, lots of beautiful moments in their lives. So take those experiences when you can.
Love it. All right, everybody. This is everything is up with Tamara and Regina Marine with the House of Tito. Everybody have a great day. Make sure you like and share the podcast. Thanks, guys. Bye.
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