Graduate Student Spotlight | Charmyra Fleming

I’d considered doctoral programs for years, but nothing aligned with my lifestyle until Hood College. I needed a program that let me balance work, school and personal life.

Hood was the first where I felt comfortable—the faculty and staff were supportive, easy to talk to and understood my goals. I came in determined to study Black buying power and have stayed true to it. The term gets used a lot, and some literature suggests it’s a myth. I know it has validity, and I want to prove it.

I’ve been writing all my life. In 2015, I drafted the first chapters of what became my first novella; after Prince passed in 2016, I shaped that story as a tribute to aspects of his persona. 

I now have four novellas and a book of short stories and poetry—five books in total. My latest, “Love Dazzles and Sapphire,” is an award-winning tribute to my parents, taking readers from the early 1970s—post-Vietnam—through a 45-year love story. I write about friendship, family and the real nuances of relationships, the ups and downs to the happy ending.

My style is beautiful and sensual, but real and relatable. When readers feel strong emotions, I often felt it while writing.

It’s hard to keep them separate. I put two creative projects on hold to focus on doctoral writing, which is more analytical. That said, the doctoral process has helped my creative work—especially in structure. 

Being a creative also helps me explain my positionality and connect with readers of my research so they understand my passion for the topic.

First, my cohort (Cohort 8) is very close-knit; they’re my biggest support after family and friends. Faculty who’ve been central are Professor Anita Jose (my chair), Professor Jennifer Locraft Cuddapah and Professor Nisha Manikoth. They’ve helped me make sense of the research and push forward in an area with little existing empirical work. The program’s open door culture has been consistent from day one.

You can’t do a doctorate program in a bubble. From previous cohorts cheering us on to professors keeping an open door, I felt welcomed and heard. I showed up, shared my ideas and asked for feedback. I’m truly connected to my cohort, faculty and staff—administrators like Sonia Bowie are incredible. I don’t think I would have gotten this far had I gone anywhere else.

I want to elevate the discussion around Black Buying Power and inspire more Black researchers to pursue work meaningful to our communities. I also want to provide insights for Black beauty brands, especially small and emerging businesses that may not have access to robust market research. Understanding the nuances of how and why we buy can help them make better decisions about product development and marketing to grow sustainably with our demographic.