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Your Coach - Cecilia Penn-Diallo is a management professional with over 15 years’ experience in the logistics, event and vending world. Cecilia has successfully navigated the trade show/vending world not only through her business (Jewels by Joan 2)  but by also helping other emerging small businesses get the jump start they need in finding products, marketing strategies and proper showcasing.


Cecilia has garnered national success at such notable events as a multi-year vendor at the Capital Jazz Festival , National Baptist Convention, First Ladies Tea - Praise 104.1, God’s Glamorous Girls, , National Gospel Work Shop of America Annual Conference, Fenton Street Market, I Need A Break Retreat and a premier Featured Jewelry Showcase vendor for One on One Entertainment Fashion Shows and Events, Raynes Pop Up Shop.


Cecilia holds a Bachelors Degree in Business Management and a MBA from University of Maryland, College Park, MD.


"Focus on the benefits of your business not how you compare to others. Sell your benefits!"


To help emerging small businesses and event/conference planners maximize efforts in the area of onsite vending opportunities and product development. Provide expert advisement to conference and event planners for the development and maximization of successful results through vending and vendor management.    


To empower and inspire business owners to maximize their potential.

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