Aleatrice West always knew she was meant to do something different. After 17 years working as a railroad conductor, she enjoyed the steady paycheck — but fulfillment eluded her.

“I realized the reason I could never answer that childhood question about what I wanted to be was because I wasn’t meant to work for someone else — I was meant to be an entrepreneur,” West said.

Three years ago, she discovered the business she was meant to create: On Purpose Beauty, a beauty supply store in Arkadelphia, Arkansas, designed to empower her community and foster confidence, especially among young women.

Aleatrice’s vision goes beyond selling products.

“For me, it’s not just about selling beauty products,” she said

On Purpose Beauty will offer hair and beauty supplies while also providing space for a hairstylist and barber to work, creating a hub for inspiration, entrepreneurship, and confidence. Her tagline, “Beauty with Purpose,” captures this mission: helping people look good and feel good from the inside out.

Connecting with the right support was key to turning her vision into reality. At the beginning of her entrepreneurial journey, a representative with U.S. Bank connected West to different organizations. This led her to an event where she met Economic Development Loan Officer, Candence Brooks, with the Lending Team at Communities Unlimited (CU).

It was a couple of years later, when West’ plans pivoted and she was confronted with new challenges, that someone suggested she reach out to Candence — and the connection paid off.

“Candence really understood my vision but also gave me realistic expectations,” West said. “In the beginning, I wanted to start big — with a large space and lots of inventory. Candence helped me realize it was okay to start small and grow into my business. She guided me through that pivot and encouraged me to take smaller steps toward my bigger goals.”

With CU’s financial assistance, West secured a business loan through the State Small Business Credit Initiative (SSBCI) to expand her inventory and prepare for the grand opening.

“I haven’t spent it yet, but I’ve already invested more than $10,000 of my own money,” she said. “The loan will help me make a strong first impression on my customers and community.”

Even the logistics of launching a business have been surprisingly smooth for West.

“Signing a commercial lease, setting up utilities, working with contractors — even getting the loan process done — felt peaceful,” she said. “That’s how I know I’m walking in my purpose. There’s no fear, no worry, just peace. I can sleep easy at night knowing I’m on the right path.”

West plans to open On Purpose Beauty at the end of October to coincide with homecoming in surrounding areas, or the first week of November at the latest. Early community support has been overwhelming — her sister posted about the grand opening on social media, and within 24 hours West had gained 100 new followers.

Thanks to the guidance, encouragement, and resources from CU, Aleatrice West is confidently stepping into her purpose, launching On Purpose Beauty as a business built on empowerment, community, and opportunity.

“I want everyone to know how appreciative I am of the support I’ve received — from Candence, from Communities Unlimited, and from my community,” she said.