Give The Girls Their Flowers: DarDra Coaxum
Confidence is key. The moment you believe in yourself, the world follows.
For DarDra Coaxum, life itself is a main-character moment. From the streets of Harlem to high-profile events, she moves with grace, vision, and an effortless ability to romanticize her life.
“Every day, something new and exciting happens. With NYC as my backdrop, I get to wake up and live my dreams,”
As an entrepreneur and creative force behind HRLM Champagne & Harlem Shake, DarDra has built a brand that speaks to luxury, culture, and celebration. But beyond business, she’s someone who sees beauty in everything—whether it’s through capturing life in photos, curating experiences, or simply enjoying a perfectly planned night out with her girls.
In this feature, DarDra talks about confidence, creating her own lane, and why nothing in life is ever “before its time.”
✨ Let’s get into it.
Mind your business.
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Mind your business. 〰️
Q: What’s a moment in your life that felt like a main-character moment?
DarDra: “Honestly everyday of my life feels like a main character moment. There's always something new and exciting and even unexpected happing. With a fabulous backdrop of NYC, fashion, friends... I get to romanticize my life and live my dreams every day I wake up.”
Q: What’s a song that instantly makes you feel like that girl?
Dardra: “Im The Best by Nicki Minaj and She's a Bad Mama Jama by Carl Carlton.”
Q: What’s your go-to “romanticize your life” activity?
DarDra: “Taking photos. I think the way I that I capture things that I see in my everyday life, is often shown in a very romantic and artistic way. I try to see the beauty in everything that passes my eyes... and I do my best to capture that with a photo so you can see it too.”
With NYC as my backdrop, I get to wake up and live my dreams.
DarDra Coaxum
Q: What’s something people assume about you that’s totally wrong?
DarDra: “That I am extroverted! I am totally an introvert and completely love my solitude.”
Q: What’s a small luxury you refuse to live without?
DarDra: “Eating out. Grabbing a bite to eat and catching up with one of your girlfriends, or having a date night at an upscale nyc restaurant. Ugh...nothing beats it.”
Rose has become my signature scent over the last few years... I'd like to think it works for me.
Q: Who in your life has truly given you your flowers (figuratively or literally)?
DarDra: “Both of my parents. I am fortunate enough to have been raised by a mother who was constantly pouring into me. Habitually speaking affirmations over me, and constantly reminding me of my strengths. And although she isn't physically here with me anymore, I think my father has done a great job at carrying the torch. He always recognizes my hard work, and encourages me to keep going. As someone whose first love language is "Words of Affirmations"... it is deeply appreciated.”
Q: What’s one piece of advice you’d give to someone who doubted you?
DarDra: “Mind your business. Simple as that... I don't think about people who have doubted me because my only concern is myself and being better than I was yesterday. I would encourage anyone else to do the same. :-)”
Q: What’s a quote or mantra you think is a total scam?
DarDra: “Someone or something being "Before their time". I don't think anything is before its time... everything is RIGHT ON TIME! We are all right where we should be.”
I'm proud of myself for my consistency, and staying dedicated to growing my social media presence.
Q:If your personality was a fragrance, what would the top notes be?
DarDra: “Definitely Rose and perhaps Violet or Lilac. Rose has become my signature scent over the last few years... I'd like to think it works for me.”
Q:What’s something you love that people wouldn’t expect?
DarDra: “I watch this YouTube Channel called TheOutDoorBoys. LOL It's a guy in Alaska with his sons.. who goes out into the woods and sets up a camping site. Don't ask... I just find it very entertaining.”
Q: If you could give yourself flowers for something you’ve done lately, what would it be?
DarDra: “I just did a dinner party with HRLM Champagne for Nike. I am pretty proud of myself for doing that. It was really inspiring to be at such a well curated space, created by other talented Black Artists. But most importantly I'm proud of myself for my consistency, and staying dedicated to growing my social media presence. By doing this I am putting myself and my brand out there to be recognized, which can be scary when you think about it. But I'm doing it!”
Q:What’s one thing you want more women to believe about themselves?DarDra: “That confidence is key! You can get a lot further in the world by just believing in yourself. Be confident in everything you are doing... when you walk in a room, the way that you speak, the work that you do, be confident in it all. When you keep faith and believe in yourself everyone around you will start to believe in you as well.”
I try to see the beauty in everything that passes my eyes, and I do my best to capture it so you can see it too.
For DarDra, success isn’t just about career milestones—it’s about staying present, trusting the timing of her journey, and showing up for herself every step of the way. Whether she’s building brands, capturing the beauty in everyday moments, or creating space for celebration, she does it all with grace and certainty.
As she continues to evolve, one thing remains true: she moves with purpose, and she moves on her own time—never too early, never too late, always right on time.
Want to sip in style? Shop HRLM Champagne at www.hrlmchampagne.com and experience the taste of Harlem luxury.
Follow DarDra on Instagram @dardra & TikTok @hrlmheiress to keep up with her journey, and explore more inspiring interviews in the "Giving the Girls Their Flowers" series.
