JagStart winner pursues entrepreneurial dreams with stylish workwear startup

This story is part of an initiative led by the CEOs of Indiana Corporate Partnership (CICP) to highlight entrepreneurship and innovation across Indiana’s universities. Learn more about the initiative here.

Indiana University Indianapolis sophomore Ja’Niya Smith has always been entrepreneurial. At 13, she started braiding hair under the guidance of her grandmother, a hairstylist. By 18, she had a successful small business, Beautifully Braided, providing natural hair care services such as styling, braiding and extensions from a small salon at her family’s home in Muncie, Indiana.

But when she came to IU Indianapolis to major in marketing, management and venture creation at the Kelley School of Business, Smith started considering how to spin off her success as a solo stylist into a scalable business that would reach beyond a single shop.

Her startup idea focused on creating stylish workwear for beauty professionals. That idea — called Miss CEO Essentials — got a big boost on April 30 when Smith won first place in the 2026 JagStart competition, an annual pitch competition sponsored by IU Innovates.

Turning ideas into action

“Before JagStart, I just had a name and an idea, but hadn’t put anything down on paper yet,” said Smith, who still travels home on the weekends to serve clients, in addition to balancing classes, an internship and a new startup. “The competition really helped me put my ideas into action.”

As the JagStart winner, Smith received $2,500 to support her business idea. She plans to use the proceeds to purchase tangible goods, such as product samples and fabric swatches, as well as formally register the business under her LLC.

“I’m excited to start the journey learning the process of moving from a service-based business to a product business: talking with suppliers and designers and using my imagination on a physical product versus hair,” she said.

Meeting Market Needs

The idea for Miss CEO Essentials came from Smith’s experience as a beauty professional. Hair stylists need specialized workwear to protect themselves from clients’ hair and harsh chemicals, but she said most available clothes are unflattering or medical in appearance. This is despite the importance of physical presentation in the trade, both for personal confidence and for branding, since many hairstylists advertise on social media platforms like Instagram and TikTok.

A significant number of stylists are also business owners who want their outward appearance to match their professional stature, she said.

“Every time I looked at scrubs, I was reminded that they were really meant for the medical industry,” Smith said. “They didn’t feel comfortable, they weren’t appealing, and they didn’t match the creative work I do or the way I present myself on social media. I remember hearing another hairstylist say, ‘I don’t feel like a CEO; I feel like I’m just doing hair,’ and that really stuck with me, because I felt that way too.”

Making connections

In addition to the chance to earn funds, JagStart participants get eight weeks of training through IU Innovates in topics such as honing pitches and preparing slide decks. They also access first-class mentorship from the Indianapolis venture capital community.

During the run-up to the competition, Smith was paired with Martina Fausto, senior analyst at Bloomington-based venture capital firm Flywheel Fund. The introduction was facilitated by Anna Dorris, the entrepreneurship program manager at IU Innovates in Indianapolis.

“Ja’Niya already had traction, professional polish and a clear understanding of the problem she was trying to solve,” Dorris said. “That’s a combination that really stood out. Everyone in the room could immediately see the white space: Stylists care about professional branding, but there really isn’t anything built for them.”

Another member of the Indiana-based venture capital community, Elevate Ventures Vice President Landon Young, was a JagStart judge, along with Sebastian Penix, an ecosystem navigator at the Central Indiana Small Business Development Center; and Angela Smith Jones, IU associate vice president of state relations.

Winning first place in JagStart also opened the door to attending the 2026 IU Founders and Funders Network Venture Summit in Bloomington, where Smith will connect with other student founders from IU Innovates, as well as meet regional investors and entrepreneurship experts who may help spark her next steps. Smith has already reached out to students in the graphic design program at the Herron School of Art and Design about visual identity and branding, as well as to a contact in the fashion design industry in New York.

Taking the leap

In addition to coursework and preparing for JagStart, Smith spent the past semester completing a 20-hour-a-week human resources internship at Eli Lilly and Company through the Kelley School’s Business Connect in Indianapolis. She is also active in the Kelley Entrepreneurship Club, where she will serve as director of professional outreach next year.

Despite the busy schedule, Smith said she looks forward to working on her business over the next two years while she can benefit from the strong support system and entrepreneurship ecosystem at IU and IU Innovates.

“I know I have the ability to do this, so why wouldn’t I go after it — especially while I’m young and have access to all these resources?” she said. “Everyone tells me, take as many risks as you can while you’re young because you have the freedom to do it.

“I’ve always had a creative mind, and the number one thing that’s always interested me is chasing after my dreams.”

Achievements like this are made possible in part by generous donors to Indiana University. You can show your support by giving to the IU Innovates Fund.

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Across Indiana, our universities are fostering the next generation of entrepreneurs and innovators who are shaping our state’s future. In collaboration with our university partners, CICP is excited to share and amplify those stories; which highlight students, faculty, and alumni who are turning ideas into action. By celebrating these efforts, we aim to strengthen the connections between higher education, industry, and community, and to shine a light on the innovation happening throughout our state. Click here to learn more about this initiative.