If you’re active on Twitter, chances are you’ve heard of Scaachi Koul—a senior writer at Buzzfeed, Koul’s sharp wit and humor are the edifices of her online presence. Koul’s debut book, “One Day We’ll All Be Dead And None Of This Will Matter,” is a collection of fiercely witty and deeply vulnerable essays about growing up the daughter of Indian immigrants in Western culture—and it’s a book almost any brown girl will be able to relate to.
Koul was raised in Canada, the daughter of Kashmiri parents who immigrated from India. In book’s the opening essay, “Inheritance Tax,” Koul talks about her fear of flying, tying it seamlessly to her parents’ story of marriage and moving to a new country.
“When I was thirteen, my mom asked me where I’d get the money to travel and I said, “From you, of course.” She laughed me straight out of her kitchen nook,” Koul writes.
The essay sets the tone for the book, with essays on a variety of topics that are bridged together by something I felt incredible resonance with throughout: the immigrant experience. Koul and I had a chance to chat recently, and I asked her about this theme that loomed large for me as a reader.
“I think a lot of the immigrant experience is ultimately about loneliness and loss,” Koul shared. “You sort of come to the States or Canada or wherever you go and it feels really lucky, like you have such fortune to be able to do that. But then you move and you feel this inescapable sense of loss because you can never get things back. And it doesn’t mean that you regret the decision or it was a bad one or your family won’t profit from it, but it creates this legacy of anxiety.
I don’t know if this is true for all immigrant families, but certainly for mine, we are predisposed to misery—so right out of the gate, we were going to be unhappy about something. Certainly, the immigrant experience influences the overarching themes of the book but a lot of is about that loss when you break connective tissue.”
This loneliness within immigration, Koul said, is a lot of why she felt she had to write a book like this.
“When you move or your family moves and you’re not a part of the majority, you end up feeling lonely. I certainly felt lonely when I was younger and I wish I had things like Brown Girl Magazine or my book to help that transition when you’re kind of confused about what your deal is and where you fit. It’s also nice to be able to own art. Brown people don’t have a great ciritical mass when it come st o music or movies outside of Bollywood. We don’t have a lot of north American things to attach to, but we do have some really good books. I thought it would be nice to be sort of like here, we can all own this.”
The book is immensely relatable, but what truly sets it apart is Koul’s witty take on everything from the serious to the lighthearted. In many essays, her heartfelt attachment to the experiences she’s had catches me off guard, which shows me the silencing of vulnerabilities that many of us as South Asians have been socialized to. Koul talks about body image, full of confessions and scenarios most brown girls have also faced, from finding the right size of clothing (or, in Koul’s case, facing the plight of a dressing room malfunction) to body hair and colorism. She also addresses harassment and rape culture, as well as post 9/11 racism. It’s all heavy (and sometimes sad) stuff, and yet, Koul’s insightful humor manages to toe the line of being real and vulnerable but also being able to laugh.
“A lot of people ask me, “when did you become funny?” and its like, I had to or else I would’ve killed myself,” Koul said. “You need something. I cant and won’t write an opus the misery of human existence as a brown person and not give you a joke at the end of it, because you’ll go insane.”
This is exactly what makes the book hit so close to home as a fellow brown woman.
In another essay, “Mute,” Koul opens up about Twitter backlash she faced non-white, non-male people to contribute to BuzzFeed. The kind of vitriol she faced even got picked up by the news and the whole ordeal pushed Koul out of the Twittersphere for a while. When I asked which of the essays was her favorite, Koul told me she wrote “Mute” in a blind rage.
I asked Koul how she built up the kind of thick skin she seems to have with internet trolls, and just people in general, without playing the victim about how hard it is to be a brown person.
“It’s not very effective. I just don’t know what anyone would get from that. Life is sad. Parts of it will be sad but I don’t get anything from that. There were protions of the book some that white angry people will view as victimizing and have and have told me as much that’s a misinterpretation of reality.
I cant listen to a lot of it because it doesn’t mean anything. The context with which you come to the book is relevant. Of course, as a brown woman, you can relate to it. But for others, I think you can read it and still like it, even if you’re not brown. However, I don’t need to cater everything to [those people]. So if you come to it and don’t like it, that’s unfortunate but not everything is for you.”
Koul’s parents, of course, have a visceral presence in the book. With everything from frenzied calls to bouts of silence, their mixture of obligation and love and guilt blend into a parental cocktail that feels immensely familiar for South Asians. Beyond stories about them, emails from Koul’s dad cushion the introduction to each new essay, giving the reader an intimate glimpse into their relationship. He even read his own emails for the audiobook.
I asked Koul how her family has reacted to the book:
“I know some of my extended families have bought it but no one has said anything to me which is correct. My mom read it and did her whole fainting couch routine but now she’s fine, which is exactly what I thought would happen. My dad hasn’t read it and he won’t because he knows better. My mother said to him, ‘you can’t read this and get upset because it’s not for you.’ And it’s not for him; it’s not.
His whole thing is he just wants to know how many have sold. I’ll call him and he’ll pick up and just say ‘What’s the number like a psychopath. He wants to be part of the publicity team, which, quite frankly, he’s doing a great job.”
So what does Koul hope readers will take away from the book?
“I hope it makes you call your dad more often,” she said.
And her advice to young brown girls who grapple with the same issues she illuminates in the book, is of course, to read the book. But there’s also more.
“I think feeling amiss makes you strong later but its hard to sort of see that when its happening. I spent a lot of my younger years trying to fit by carving myself into shapes that weren’t gonna happen. I would hope someone younger than me doesn’t do that because its going ot make you miserable. And nothing bad happens to you if you don’t fit in in those ways.”
Also, in a very Scaachi-esque bit of final advice, “get a sense of humor because you won’t make it otherwise.”
Priya Arora is a queer-identified community activist, editor, writer and Netflix enthusiast. Born and raised in California, Priya has found a home in New York City, where she currently works as a Web Editor at Hearst Business Media. When she’s not working, Priya enjoys watching old school Bollywood movies, laboring over NYTimes crossword puzzles, reading books she never finishes, and eating way too much of her partner’s homemade Hyderabadi biryani.
In her new book “Dear Durga,” author and life coach Shanita “Shani” Liu takes a different approach to self-help. Liu guides readers by providing a courageous framework. She writes to the Hindu goddess Durga Ma, who is a symbol of courage to Liu. Durga Ma represents power and protection in Hinduism.
Liu ties together the personal. She shares her experiences in witnessing fear-based patterns from her own Guyanese family and culture and noticing them in herself as a mother while proving coping strategies as a life coach. In this candid conversation, Liu explores the journeys of motherhood, writing, overcoming fear and leading future generations by example.
Where did the idea for this book come from?
It came from a diary entry I wrote in 2018 or 2019. I wrote that I was going to write a book called “Dear Durga.” I created a folder on my computer and it said “Dear Durga Book” and it was almost like I was setting the intention. I didn’t know what it was going to be about, but I did know that Durga and writing to her was an important part of my journey. And so I just had this intuitive feeling that I was going to be able to share this story one day.
In 2021, we were going through the pandemic, I just had my third child, and Durga was very much like, ‘okay, now you’re going to go write your book.’ And I was like, ‘Wait, what? I’m sorry. I’m, like, trying to navigate motherhood again and my business and everything else that was going on.’ And she was like, ‘no, you’re going to participate in this writer’s workshop. You’re going to learn how to write a book proposal. You’re going to enter it into this contest. You’re going to win the contest, and you’re going to write a book.’ And I thought she was nuts. And all of my fears started coming up – who am I to do this, I can’t do this, I’m not enough, what am I writing about?
I had to muster up the courage to write this book. And so Durga was a catalyst for me to call on my courage and say, ‘it’s time.’ This moment made me realize what I’ve been doing professionally for the last seven years is walking folks through my framework to help them activate their courage. So even though I was terrified, I realized this book can take the personal and the professional pieces of this puzzle and really put it all in one place.
When you say that Durga was your driving force for action, do you mean spiritually and religiously, or something else?
For everything, yes—emotionally, spiritually. In 2015, when I was falling apart and embarking on these major life changes in my life, she came through. It was the catalyst for me to say, “I have to start breaking myself out of these fear-based mindsets and really start entering these new phases of my life with courage and disrupting old patterns.”
Describe the writing process for this book. How did you find that courage to move past your fears?
Definitely writing to Durga. Knowing that the book was going to be about this journey of me connecting with my courage, I had to accept the challenge. I’m a writer by training. I’ve been writing my whole life. I was an English major, so I knew I could write, but I had to sit down and excavate six years of my life. I had to go into my journals from 2015 up until when I started writing the book at the end of 2021.
It was wild to re-experience myself going through these various obstacles, these discouragements, these discomforts and then find the strength through this courageous energy I had within me, to take these small steps and overcome each obstacle. The excavation of my own life was an interesting part of the process for me to get clear on the themes based on what I remembered.
The writing process was very spiritually and emotionally transformative because I’ve been doing all this work with my own courage that I sort of had to channel it with my own creativity to write and to marry what I had been doing professionally and what I had been going through personally. So, once I formed the book proposal, the blueprint for what I was writing, and submitted it to the Hay House contest, I then learned I won the runner up prize, I was able to write the manuscript pretty quickly. At that point, I was like, ‘okay, I know what I’m writing about now. I know I have the courage to do it.’ Durga was right, after all.
Walk us through the four steps for somebody who is just hearing about this and is interested in your way of approaching courage.
I have a Courage Kit framework, and I’ve had to walk my talk through it, but I’ve used it with hundreds of clients. It’s a four-phase process to support you with activating your courage and keeping it alive. The first phase is activating your courage and calling it in, identifying your courage metaphor, how to access that energy and how to commune with it and build a relationship with it. The second phase is about aligning with your needs because, as mothers and women, we don’t ask ourselves what we need due to this societal expectation and cultural conditioning. That’s an important part of emerging victorious. Victory is important because it means to attain fulfillment. Being victorious means having the courage to honor yourself so that you can be victorious, whatever that is like for you. The third phase is alleviating stressors so you can feel your best. Then the fourth phase is taking action so you can start making baby steps towards your goals.
How was this journey impacted by being Indo Caribbean? What role did your culture play in this?
The role that my culture plays is huge. In the book, I talk about the legacies of sacrifice that I come from because of indentureship. I’m three generations removed from that history of colonizers exploiting indentured laborers. When you come from these legacies of sacrifice, fear-based mindsets and behaviors accompany it. When I was acting from a place of martyrdom and sacrificing my own needs, I realized I learned that from the women who came before me, who learned it from the women before them.
When you zoom out you realize this has happened across cultures. Why are women in our culture asked not to use our voices? Why are people telling us to shut up, play small and don’t cause trouble? Our voices have been collectively suppressed, and over the last few decades, we’ve been liberating ourselves. We’re going to honor all parts of ourselves and express ourselves as we need to, and we need courage to do that.
Why dedicate the book to your younger self?
I had to dedicate this book to my Little Shanny because her voice was suppressed, and due to cultural and societal expectations, she wasn’t allowed to be her fullest self. She’s very lively and creative. In the book, she is writing and we make rap songs and other things to call on our creativity. This book is an honoring. As I was honoring all parts of myself and healing my own emotional wounds, I was liberating her at the same time.
How would you describe your relationship with Durga Ma? How can others who are not Hindu achieve that sort of relationship with their metaphoric courage figure?
Regarding Durga and myself, I don’t say, ‘I got this courage metaphor, now help me.’ You have to build a relationship with it. In the last eight years, I’ve been able to build a solid relationship with her where my courage is almost automatic. If I feel or think about fear, my automatic courage alert starts going off. The stronger connection I build to her, the stronger our relationship becomes, and the more self aware I become about making courageous choices.
But, in the introduction of the book, I clarify that folks can use the Durga archetype or work with Durga whether they are Hindu or not. It doesn’t matter what walk of life you come from because she embodies victory over evil, maternal protection and an unapologetic courage that we need for fulfillment. So I encourage folks to connect with her because people who are meant to resonate with it will resonate with it and if Durga doesn’t resonate with you, you understand you have this courageous wisdom inside you. If telling my story about the way it looks for Durga and I, inspires somebody to ponder a relationship like that, that’s great! In the end, I just want folks to walk away feeling comforted and equipped with tools to be their most courageous selves.
How do you take this idea, this archetype, and apply it to yourself or anybody?
We’re human beings and I think sometimes we just need something visual or tangible to hold on to. Sometimes I need an idea or person to help ground what’s coming up for me, so the metaphor is really helpful because I can visualize and interact with it.
The metaphor offers information because when you’re scared and fear is clouding your judgment, it’s easy to default to doubt. Your courage metaphor offers information, encouragement or directions – targeted guidance. As long as you connect, communicate with and build a relationship with it, it will help you. That’s why I use “Dear Durga,” channeled writing, as a common thread throughout the book, it’s one modality that works. If this modality doesn’t work for you, then try interacting with it differently. But at the end of the day, regardless what modality you find, you can leverage that metaphor’s information to inform your next step.
How did motherhood and becoming a mother play a role in writing this book and also your career as a life coach?
I started life coaching when I became a mother. I was pregnant while I was in my Life Coaching Certification Program, and Durga Ma showed up just a few months before I found out I was pregnant. I think she knew I was going into the next phase of my life, and I couldn’t continue on my own anymore. So motherhood was a huge act of courage for me. I left a toxic job so I could embark on motherhood and begin making professional choices that would support me once I became a mom.
The beautiful thing about motherhood is that you become a different person – you change. Your ability to care, give, create and grow changes. Motherhood informed the work that I did with other women in their mind, body, spirit wellness and it forced me to focus on my own wellness. Also, Durga Ma just happens to be this maternal archetype, so maternal protection and nurturing felt important to my process as I was healing wounds. This is a powerful energy that can support other moms because we need support. We’re caring for little human beings and, as it is, most moms are under-resourced. Courage is a resource that doesn’t cost any money, that can help with life’s challenges.
Did you have to endure little battles with people around you to gain support for the kind of work that you do?
I don’t think anyone around me discouraged me. The battle was within myself and having the courage to say, ‘I’m this life coach who’s going to focus on courage.’ I had to get over my own impostor syndrome, self doubt and fears that were weighing me down about coaching with this mindset among many other coaches. When I started, I was focusing so much on self care, but then I realized it’s so hard for women to self care because we have a fear of doing it. Everything goes back to fear. That’s why I realized the root of all of this is coming back to our courage.
As an Indo Caribbean mother, there can be a lot of expectations. Did the courage framework also help with that?
Absolutely. Most moms are givers, especially those of Indo Caribbean heritage. We saw our moms constantly sacrificing everything so we can have high-quality lives. But this trajectory of motherhood and bringing my courage in through my own framework forced me to ask for help, set boundaries and put my needs first. Obviously we put our children first, we’re always protecting them. But I began to honor myself. To realize I can honor myself and my needs while managing motherhood felt really important. But that doesn’t happen overnight. It takes time to do that because we’re breaking out of old patterns from our family’s example. This is why, in ‘Dear Durga’ I tell a lot of stories about my grandmother, because she was a major influence in what I thought motherhood should look like.
Can this in turn create a healthier experience for the child?
Absolutely. You’re a demonstration to your children. Your children do not do what you say, they do what you do. I have daughters and a son, and I don’t want my daughters growing up thinking that when they get married or have kids and start a family, they have to clean the house all the time and never experience joy. I want them to see that Mommy can experience joy and fun and she can work, and she can do these things. It may not look perfect, but they can see that I can do all of these things without it costing my mental health and sanity.
Do you have a favorite story that you use in this book for reference?
It’s not my favorite, but the story about my grandmother’s death and the shock that my family and I felt stands out the most. She was the matriarch and anchor to our maternal line. So, when she passed away, it created chaos. As a little girl, it wasn’t until she passed away that I questioned: ‘Who was she? What was her life like?’ It allowed me to see what my grandmother was like outside of being a grandmother. When the funeral happened, I heard stories about how she sacrificed, whether it was for her education or her family. It gave me perspective on everything that went into my family coming to the U.S. But it also made me think, now that I have the privilege and the opportunity to change things, am I going to take advantage of that?
Liu champions personal growth and overcoming fear, emboldening us to find our courage, be vocal about our needs and refute the age-old myth that Indo Caribbean women must struggle to be successful. “Dear Durga A Mom’s Guide to Activate Courage and Emerge Victorious” is now available for purchase.
I was taken aback when my late cousin shared this with me on the cusp of our twenties.
As a fairly modest Indo Guyanese girl raised in the Connecticut suburbs, the thought of discussing a stranger’s love life seemed not only foreign but shocking to me. Nevertheless, my cousin was always bold in this way. She took pride in the more daring aspects of our Caribbean culture with natural confidence. It was one of the things I loved and now miss most about her.
Admittedly however, it was over a decade before I started to understand some of her deeper curiosity in love, sexuality and mental health. This awakening was thanks greatly to Dr. Samosa.
In early 2020, Dr. Sarika Persaud, a New-York based, Indo Guyanese psychologist specializing in relationships, sexuality and complex trauma, took to Instagram as “Dr. Samosa,” an alias inspired by her favorite South Asian snack — and one she feels is a common thread for brown girls.
The platform became a safe space for brown girls to connect on topics like mental health, psychoanalysis, sexuality and relationships. From discussing sexual empowerment to building a strong sense of self, Dr. Persaud quietly became a confidant for those craving practical and candid insights the community shied away from.
Dr. Persaud and I sat down to talk about her journey and breaking these taboos in the South Asian society.
Her interest in psychology started as a journey of self-discovery as a pre-teen.
“I think I experienced myself as different from my peers,” she explained during our interview.
She didn’t get caught up in teenage drama and avoided certain types of relationships and people. Meanwhile, the friends she did make saw her in “this sort of teacher role.”
“I became curious about that about myself — how, in some ways, I found it beneficial to feel my feelings and have a depth people were drawn to, but also use it in ways to isolate myself,” Dr. Persaud said.
She was also beginning to identify as bisexual.
She shared, “I think I was avoiding my sexuality in some ways and psychology became a way for me to understand myself more. It’s always been this confluence of philosophy and science and even art for me.”
Growing up in Queens, New York, Dr. Persaud saw fellow Indo Caribbean women at a “very specific intersection of religion and culture.” It was the nexus of Caribbean values which welcomed sexuality and more modest Indian traditions. Caribbean influence seemed to “remove a boundary” on how Indo Caribbean women felt permitted to present themselves sexually, she explained. On one hand, after her Bharatanatyam dance classes, she saw her didis (the older girls) leave their classical moves behind for sexy Bollywood choreography and dancehall songs.
“It was exciting, like they were just beginning to find ways to express their sexuality,” she reflected. Then, around the same time, Dr. Persaud discovered a copy of the “Kama Sutra” at home and her mother was appalled. “What’s wrong with your daughter?” aunties asked.
Confused, Dr. Persaud thought “You own this. This is from our culture and it’s a Sanskrit text. It’s literally a religious text. It all seemed so powerful — and yet so many people were afraid of it.”
Something didn’t add up.
In 2013, she started a blog to bring a voice to topics like these. As word of her content spread, Dr. Persaud was met with backlash from her temple. Leaders said her blog was inappropriate and dishonorable to her community, but she stuck with it and her family stuck by her.
A few years later, when she launched Dr. Samosa to share her research and insights with a wider audience, sexuality came front and center.
“Sexuality — how you understand and honor what you want and like, and the ways you let yourself experience that pleasure — is intrinsically connected to how deserving you feel in the world,” she explained.
For example, if you think you’re worthy of a raise at work, a partner who desires you, or a family that listens to you — all can be linked back to a block in your relationship with yourself as a sexual being.
However, if you can feel confident in something as “primal, instinctual, and personal” as your sexuality, Dr. Persaud argues you lay the foundation for confidence in these other areas of your life.
Dr. Persaud says the fear of sexuality comes into play for South Asians.
“Being comfortable with your sexuality means being comfortable with your power,” she explained. “If everyone felt empowered and had a healthy relationship with themselves sexually, a lot of our relationships and hierarchies in society would change. And there are just so many people who benefit from women and marginalized communities (like LGBTQ+ and those with chronic illnesses) being disempowered,” Dr. Persaud said.
Throughout her work, Dr. Persaud has found it’s especially difficult for South Asian women to feel pride in themselves as sexual beings.
“There’s so much shame about the self and the body. Women especially are held to a double standard and it’s so confusing. If you look one way, you won’t get a husband. If you look sexual, no one will want to hire you for a job. Regardless of the South Asian ethnic group, there’s the same shame and belief that your body has to look a certain way, and if it doesn’t, you’re not desirable. Everything gets tied up in sexual shame.”
It’s undeniable that Bollywood movies have also heavily impacted many of our views on love and sex, but Dr. Persaud didn’t condemn this.
She says, “People need to realize Bollywood started from a tradition of classical drama and dance from ancient India. Those dances were meant to be explorations of dreams and mythical and philosophical ideas. Bollywood is just a continuation of that. It’s meant to be a break from reality.”
Real relationships are much more fraught and complicated than in films, but that doesn’t mean you should be ashamed of looking to Bollywood as a way to be in touch with romance and love in your life.
“They’re a fantasy,” Dr. Persaud added.
She also argued Bollywood isn’t necessarily as “censored” as many claim.
“People don’t have to watch others physically have sex or kiss to be in touch with their sensuality,” she noted. “It can be much more nuanced to see two people just embracing in a way that stirs up feelings. Like, how does it feel to have your lover’s head against your chest? Culturally, we just explore and express sexuality differently than the West.”
When it comes to becoming more comfortable with our bodies and sexual health, Dr. Persaud says it starts with self-reflection.
“Ask yourself why you’re afraid of being sexy or seen as sexual. Are you afraid your family will reject you? That you’ll be thrown out of your home? We all have different triggers, and once you identify yours, you can get to the issue underneath it all.”
Dr. Persaud encourages women to ask themselves important questions.
“If you’re afraid that if you assert your sexuality, your family will reject or not support you, how can you be more financially independent? How can you find pride in being able to take care of yourself?” She urges women to take inventory of what they like. “Look at books and movies and what you see in the world and consciously take note of what you react to. This puts you more in touch with yourself.”
When it comes to fostering open conversations with others, Dr. Persaud says to lead with vulnerability and clarity.
“If you wonder whether your friends have had sex yet and are embarrassed to ask, voice that concern. Share how you’re feeling or ask yourself why. Leading conversations with vulnerability allows people to connect a little bit more; to feel safer to share.”
“If you’re uncomfortable with something your partner does or want more of something else, talk about what you want to change and why it’s important to you. It’s not a shortcoming on their part, but rather you saying ‘this is what I need for myself. Is this something we can talk about and work on together?’”
With South Asian families, especially older relatives, things can get a bit more complex. Boundary setting is important as the family can bring out your biggest triggers.
“You need to be at a point where you own yourself,” Dr. Persaud explained. For example, if your mom finds out you were out with someone and questions you about it — “A bai? A boy?!” — you should be able to say confidently, ‘Yeah I was on a date,’ and also not feel obligated to give more details. Of course, that may not always be safe for someone younger, but at a certain age, it is OK to be private, to have that shield to protect and develop yourself and your confidence,” Dr. Persaud says.
Dr. Persaud also reinforces the importance of knowing your boundaries when reflecting on “coming out” to parents. She wanted to be open about her bi-sexuality with her parents; that she was dating — but not just men. She stresses however, one does not need to be excessively open.
“Not everyone has to come out and not everyone has to come out to everyone. You’re likely not facing anything new from your parents when coming out. If they are critical and judgmental generally in life, they’re probably going to be like that again. South Asian dads can really just be like, ‘Okay, don’t tell me you’re a sexual being,’” she laughed.
While Dr. Persaud is thankful for her parents’ acceptance, there are members of her family who’ve been less than supportive. She credits her confidence and sense of self for drowning them out.
“I’ve found the more I become comfortable with myself, the more I have this sexual energy that I can use creatively and in other good ways. If my dad rejects me, it doesn’t change that I am bisexual. Or if my mom rejects me, it’s not going to change this thing I know so deeply about myself. I’m just sharing something true. I can’t change it.”
Toward the end of our conversation, I shared with Dr. Persaud that I wondered how my own family would react to this article. I felt a bit of shame.
But she reminded me, “You can also find pride in it — ‘Yeah, I’m really proud of the fact that I’m one of the people breaking the stigma. I’m talking about something important to people’s health.’”
And she’s right, as was my dear cousin in her early ambitions. These conversations are never easy, but walking in curiosity, confidence and pride can help us find our power as South Asian women. It can help break the stigma surrounding love, sexuality and relationships in our community and their roles in our greater health.
In so many ways, sexual health and mental health are not only connected but interdependent. In fact, Dr. Persaud believes the more confident people are in their bodies and identities, the more confident they are as a whole — and the more attractive they are.
“Sexual attraction and energy comes from people being competent and peaceful and calm with themselves; knowing who they are,” she said, and the more we learn to embrace this and speak about it openly, the more we can not only grow but thrive.
For more on Dr. Sarika Persaud’s (aka Dr. Samosa) doctoral work and writing, visit her website or Instagram @doctor.samosa. For more on how to talk to your family or children about sexual health, visit sexpositivefamilies.com.
In an age where algorithms dictate viewership, Nancy Jay uses her love of dance to propel herself onto TikTok’s “for you” pages. Jay is an Indo Guyanese, Bronx native who began dancing at the age of three. As an influencer and content creator, she amassed a social media following of more than 500,000. Versed in many styles of dancing including Caribbean, Bollywood, urban and Latin, Jay can be spotted in soca music videos such as Linky First’s “Rock and Come in” and “Jeune Femme,” Adrian Dutchin’s “Roll” and by soca king Machel Montano’s “Mami Lo Tiene.”
Many content creators are typecast into the niche but Jay has defied this norm and proclaims she is more than just a dancer.
“I dance, travel, post lifestyle and beauty content. I’m an Indo Caribbean woman who enjoys being myself and promoting my culture. I like showing viewers it is okay to be who they are and embrace what they look like, despite what they see on social media. I did not plan on being a TikToker. As I started posting videos, the love and support I received from viewers was amazing. I have never experienced anything like that before on Instagram, where I started my content journey,” Jay said.
In conversation with Jay, the following answers have been condensed for concision and clarity.
Why is it important for you to create content related to your Indo Caribbean roots?
Growing up, I never felt represented as an Indo Caribbean on television, in movies, social media or anywhere else. My goal as a content creator is to promote the Indo Caribbean culture through my content and be the representation the Indo Caribbean community needs.
Are there unspoken rules about being a content creator or an Indo Caribbean woman on the platform?
Being an Indo Caribbean woman on TikTok can be challenging when you are trying to find your identity and do not feel represented.
Jay explains her frustration with the lack of Caribbean representation and acknowledgment from platforms, as well as her goals as a content creator in this video.
Do you ever experience a block, similar to writer’s block, when it comes to creating content? How do you overcome that?
I have yet to experience a block. However, I do have days where I want to take a break and just relax instead of filming. As a content creator, it is important to take breaks and schedule days to just relax because being a full-time content creator is a 24/7 business. It can be draining and you may lose your sense of reality when you have the mindset that everything is content. I enjoy taking a day or half a day to cook, watch TV or go shopping with my partner without the worry of filming any of it.
How has your social media presence changed your daily life?
When I am in public, supporters approach me to express their love for my content and sometimes ask for a selfie. When I find people staring at me in public now, it’s most likely because they recognize me from social media and not because I look funny.
In May of 2021, I used my platform to reach out to brands and ask for their support in a project I named ‘Nancy Jay Gives Back.’ I put together care packages, using products donated by brands, and drove around the Bronx sharing them with people experiencing homelessness or those in need. Seeing the happiness on their faces upon receiving these bags was priceless. Additionally, I spread some extra joy through dance. I remember one lady telling me she’d never been to a club or party so I told her I’ve brought the party to her and we danced to her favorite genre of music right there on the street.
Jay plans on continuing this project as her social media presence has grown.
How has your family reacted to your social presence?
My family has always been supportive of my talents and the path I have chosen. My first public dance performance was at the age of 12. I performed a fusion of Bollywood and chutney music at middle school events. When I got to high school, I participated in our talent show to a fusion of Bollywood, chutney, soca and top 40. I won the talent show three or four times. I also performed for fundraisers organized by mandirs in Queens, the Bronx, weddings, sweet sixteens and other social events.
My family always came out to support me. They love seeing my content and always encourage me to film and create. My mom in particular tells everyone about my TikTok videos.
While enrolled at John Jay College, Jay founded the first West Indian student organization called “West Indies Massive.” She captained the dance team, taught dance classes and won the talent show multiple times while pursuing her Bachelor of Science degree in criminal justice with a minor in law and police studies.
Any advice for creators who may not have the support of family?
Do not let this discourage you. If content creation is something you truly want to do, stay consistent and eventually your family will support you for doing what you love. Social media is still new to some and the idea of it being someone’s career or business is new as well. I say be patient. Also, talk to them about your social media goals, as perhaps they do not understand the full picture.
What is your dream partnership and why?
My dream partnership would involve acting. I’ve always wanted to be an actress, preferably a Bollywood actress because I know I would kill those dance numbers (haha!). Also, I would love to partner with Sandals Resorts and bring that Caribbean flavor they should be promoting.
Jay has collaborated with major brands like Samsung Mobile, Norwegian Cruise Line, AC Hotels, Disney Music Group, and Dunkin which is paramount for the Indo Caribbean community.
“I am the first Indo Caribbean woman to work with Norwegian Cruise Line as a content creator. Cruise travel is a huge part of my content journey. I love cruising and creating unique experiences and content. While cruising, I connected with the crew while most people typically do not. I treat everyone with respect,” Jay said
“I started a fun series called ‘Cruise Dances with the Crew’ back in August of 2021. There’s a playlist on TikTok with all of the fun dances. Prior to my first video, I had not seen anyone dancing on cruise ships with the crew. I guess you could say I started that trend.”
Nancy intertwined this partnership with her content and further put herself on the map.
Another pivotal partnership for Jay occurred in March 2021 when Dunkin chose her as one of 10 from a nationwide competition to feature her signature drink on the local menu.
How has content creation changed in the past two years?
Within the past two years, my content and style has grown tremendously. My gear list has also grown tremendously. I’ve been a content creator full time for a little over a year now. I have had more time to focus on the presentation and editing of my content.
What else do you want your viewers to not know about you or your work?
I stay true to who I am. Supporters who I’ve met in person can attest that I am the same, in-person and online. I like to keep things relatable, fun and authentic. I am working with a lot of big brands. I try to incorporate dance in all my content to capture my passion, diversity and culture.
I started teaching Caribbean Dance Fitness classes and private dance lessons officially in 2016. Since Covid, I moved everything online. Not only have I helped many learn how to dance but I have also helped build their confidence through dance and expression.
Lastly, I love traveling and encouraging others to live their best life.
Jay is more than a dancer; she is unapologetically herself. She maximizes opportunities and is building a brand that highlights her Indo Caribbean roots – a culture often not highlighted in mainstream media.