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Tamara Charese: A Love Movement in Motion

Tamara Charese

Leading with Worth, Not Just Work

Tamara Charese never intended to become an entrepreneur. The founder of Je Mérite, I Deserve describes her journey as less of a career choice and more of a calling—one born from the belief that women, especially Black women and femmes, deserve to be honored, protected, and deeply affirmed. What began as a quiet need to offer something meaningful has become a growing movement built around self-love rituals, ethical sourcing, and intentional living.


“I never wanted to be an entrepreneur,” Tamara admits. “I was thrust into this space because, if not me, who?” That mindset—rooted in responsibility and fueled by courage—drives her daily work. She has created not just a product line, but a philosophy of care, built on the radical idea that worthiness doesn’t need to be earned. It needs to be remembered.


Do It Scared: Turning Fear Into Fuel

If Tamara has a personal mantra, it’s this: do it scared. She doesn’t wait for fear to disappear before taking action. Instead, she moves through it. “I’m afraid and walking right through it,” she says. “When I’m scared, it’s often a sign I’m heading in the right direction.”


That philosophy has shaped every major decision in her business—from sourcing to partnerships to growth. When she first applied to work with a high-profile retailer, her application was rejected. Instead of walking away, she followed up. She asked what she needed to do to qualify. Then she did the work. Today, Je Mérite is successfully partnered with that same retailer.


It’s not that she hasn’t faced doubt. It’s that she’s never let it dictate the outcome.


From Self-Care to Self-Worth

The phrase self-care is everywhere—but Tamara believes it needs to go deeper. “I want to be a destination for self-love rituals, not just self-care,” she explains. “We need to fall in love with ourselves again. That takes time. That takes practice.”


Her product line includes handmade items that support that goal—from body care to lifestyle pieces. But what makes her brand different is the intention behind every step. “I don’t just want customers. I want community,” she says. That community includes women and femmes from all walks of life, especially those who are often overlooked in mainstream wellness spaces.


Tamara Charese

Sourcing with Purpose

Tamara’s business isn’t just about how things feel—it’s about how they’re made. She’s committed to ethical sourcing and responsible manufacturing. While many fashion and wellness brands outsource internationally, she has chosen a different path: domestic sourcing through overlooked local artisans and warehouses in the U.S.


“There are so many amazing materials just sitting in warehouses,” she says. “We’ve lost a lot of domestic craftsmanship. By sourcing here, I’m investing in people—and in the rebirth of something we’ve let go.”


Her process requires more time and energy, but it aligns with her values. “Everything I do is about intention. I don’t just want beautiful products—I want products that tell the truth.”


Balancing Life, Love, and Leadership

As a creative and business owner, Tamara knows the weight of constant responsibility. But her approach to balance is refreshing. She doesn’t chase time—she schedules it. “I make time. I don’t find it,” she says. “My family and friends are part of my schedule. They’re not an afterthought.”


Her fiancé, a fellow creative, plays a central role in her business journey. “He believes in me the most—and reminds me to eat,” she laughs. He also helps her overcome creative blocks and serves as a trusted partner in brainstorming and emotional support.


This blending of personal and professional life isn’t a challenge—it’s a rhythm. One built on mutual respect, shared goals, and honesty about what’s sustainable.


Black, Woman, and Worthy

Being a Black woman in business comes with layers of responsibility. “Every step I take reflects on my entire demographic,” Tamara explains. “That’s not pressure—it’s purpose. I take every move carefully and intentionally.”


Her brand centers women and femmes, particularly those who have historically been made to feel unworthy of tenderness, time, and luxury. “We over-index in self-sacrifice,” she says. “I’m here to change that.”


Her work reminds us that rituals—whether daily, spiritual, or beauty-based—are not shallow. They are sacred. And they are needed.


What She Wishes She Knew

When Tamara looks back, she doesn’t regret the slow start or the moments of uncertainty. But she does wish someone had reminded her to trust herself sooner. “Don’t assume others know more than you,” she says. “Trust your gut. Talk about your business everywhere. Lean on your community—even if it’s indirect.”She stresses that waiting for the “perfect time” is often a form of fear. “There is no perfect time. Do it scared. Do it now.”


Tamara Charese

Looking Forward: A Love-Fueled Legacy

Over the next five years, Tamara plans to evolve Je Mérite into a full-scale destination for emotional and ritual care. That means expanding product lines, partnering with therapists and coaches, and creating spaces—online and off—where women and femmes feel seen and safe.

“I’m building a love movement,” she says. “Not a trend. Not a moment. A movement. Because we deserve that.”


Her legacy won’t just be the products she’s created. It will be the lives she’s reminded of their worth, one ritual at a time.


Connect with Tamara Charese

Instagram: @shopjemerite

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