As a child, Ayauna Goodwin was very sure of herself. She had a strong mind and confidence, and when asked her opinion on certain matters, would often declare her catchphrase, “absolutely not!”
Once Goodwin grew up, she lost some of that confidence, and began to doubt the decisions she was making. Due to the lack of trust in herself, Goodwin embarked on a spiritual journey toward self-love and confidence, and with that, reclaimed her catchphrase.
Instead of saying, “I don’t know” or “maybe,” Goodwin began saying “absolutely not” once again, and in turn, felt stronger. A few months after her graduation, Goodwin developed an idea for a new lifestyle brand in Dayton and decided to name it Absolutely Not.
Born and raised in Cincinnati, Goodwin graduated from the School for Creative and Performing Arts before attending Wright State University, where she received a bachelor’s degree in liberal studies and a minor in Spanish.
Goodwin visualized the idea for Absolutely Not in 2020, which included brainstorming ideas in her journal about forming a connected and supportive community. Then in October 2021, she started forming the blueprint for the company, and focused on creating a community for black women in Dayton.
Initial ideas included creating a space where women could come together to share life experiences in the hopes they can relate to one another and creating a network for black women in business.
Absolutely Not launched in July 2022 when Goodwin hosted her first gala gathering with women from the community over brunch. At the gathering, the women had reflection times and were able to get to know one another and share their experiences.
The last event of 2022 was titled “Self-Match,” which was in collaboration with Growth University, a fellow startup. The event was a workshop that hosted 20 women who came to network and explain their self-worth. Participants then explained their journey to self-love and how they can expand their love.
Absolutely Not
Year Founded: 2022
Services: Professional development, life coaching
Founder: Ayauna Goodwin
Instagram: ayaunalgoodwin, absnotofficial
Facebook: Ayauna Latrise, Absolutely Not
In 2023, Goodwin wants to raise brand awareness of Absolutely Not through merchandise or creating a blog for black women in business. On top of that, Goodwin wants to promote mental health and make it “sexy” and plans to do so through life coaching and community events.
“I believe that there are a lot of people with the same vision and goals. However, everyone is in their own silos,” Goodwin said. “What Absolutely Not is encouraging and promoting is the togetherness of women in business. We want everyone to be able to come together with those similar visions and goals to have a greater impact versus those wanting to have an impact on specific communities. We can come together and impact all communities together.”
