Celebrating Women’s History Month with Harlem Shake®: Honoring Women Who Inspire Change

This Women’s History Month, we’re excited to celebrate the incredible women who have shaped our communities in profound ways. From trailblazers in entertainment and politics to everyday heroes making a difference, women continue to inspire change and push boundaries in every field imaginable.

As we reflect on the power of women throughout history, we also recognize the importance of uplifting the voices and stories of women today. This year, we’re especially proud to shine a spotlight on two extraordinary women within the Harlem Shake® family—Jelena Pasic and DarDra Coaxum, two of the visionary co-owners of Harlem Shake®.

Harlem Shake® was founded in 2012 by Jelena Pasic, who, during a time of personal change, decided to take the leap and open her own restaurant. Her passion for food, flavor, and community led her to open the doors of the first Harlem Shake® location. Jelena was introduced to DarDra Coaxum shortly after, and together they have built an iconic brand that has made a lasting impact on their community and inspired women and girls everywhere.

Celebrating the Movers and Shakers

As women in the fast-casual franchise world, Jelena and DarDra are part of a unique group, with only about 31% of franchise businesses in the U.S. being women-owned. What began as a vision to celebrate the vibrant culture and tastes of Harlem has turned into an impactful business that not only delivers delicious food, but positive vibes within the Harlem community and beyond. “It takes a village,” says Jelena, when reflecting on the start of Harlem Shake® and the team of people that helped bring it to where it is today. These incredible women have carved a path not just for themselves, but for future generations of female entrepreneurs looking to make their mark.

Since the beginning, Harlem Shake® was built around values of acceptance, community, inclusivity, and celebrating what makes each individual unique. Jelena and DarDra prove that through passion, dedication, and hard work, you can build and create something incredible. As two successful female entrepreneurs in the fast-casual space, they represent the incredible things that women can achieve when they persevere, work together, and push to overcome adversity. Together, they have built an iconic brand that shares and celebrates the tastes of Harlem while bringing together a community of people passionate about inclusivity and positive change.

Inspiring Innovation: An Interview with Jelena Pasic and DarDra Coaxum

To give a deeper insight into the spirit of Harlem Shake®, we had the privilege of speaking with Jelena Pasic and DarDra Coaxum. Here’s what they had to say about Harlem Shake®’s innovation, expansion, and their journeys as women entrepreneurs.

What inspired you to build Harlem Shake® into a brand that celebrates innovation?

“What inspired us is the vibrant energy and rich cultural history of Harlem. Innovation is at the heart of everything we do, from our unique menu offerings to our commitment to community engagement with programs such as the Miss/Mr. Harlem Shake® competition. Harlem has always been a hub of creativity, resilience, and forward-thinking. We wanted to honor that legacy by creating a space that not only serves delicious, high-quality food, but also pushes boundaries and redefines what a fast-casual dining experience can be.”

How do you foster creativity and leadership within your team?

“At Harlem Shake®, we believe that every team member has unique talents and perspectives, and we strive to create an environment where they feel empowered to share their ideas and take ownership of their roles. One way we do this is by encouraging open communication and collaboration. We hold regular meetings where everyone, from the kitchen staff to the front-of-house team, can contribute ideas for menu innovations, customer experiences, or operational improvements. This not only sparks creativity but also helps build a sense of shared purpose and leadership across the team.”

How has your journey empowered other women in business?

“My journey at Harlem Shake® has been deeply rooted in the belief that empowering women in business is not just important, but essential for creating a more inclusive and innovative industry. I am a firm believer that when women are empowered, businesses thrive, communities grow stronger, and the future becomes brighter for everyone. There’s a growing community of women entrepreneurs who are breaking barriers and paving the way for others. My personal journey is not just about building a business—it’s about creating a legacy and inspiring the next generation of women to dream big and take bold steps forward.”

What advice would you give to aspiring women entrepreneurs?

“My advice is to embrace your individuality and trust your instincts. The journey of entrepreneurship is filled with challenges, but your voice and vision are powerful tools that can set you apart. Confidence will be your greatest asset. There will be moments of doubt, but remember that you are capable and deserving of success. If you remain focused on your goal at hand, you will have no other option but to succeed.”

Empowered Women, Empowering Communities

At Harlem Shake®, we have always celebrated the diverse and vibrant communities that make up our world. Women play an essential role in these communities, whether they are leading in the workforce, advocating for change, or nurturing the next generation of innovators.

Throughout our journey, we’ve been fortunate to work with incredible women who have shown us the true meaning of leadership, creativity, and resilience. Whether it’s through our dynamic partnerships or the voices of women leading the charge in local communities, we are continually inspired by the strength and determination of those who strive for equality and justice.

We are proud to celebrate and support women and girls in our local community, and, for the 3rd year in a row, we are excited to partner with a local organization that supports young women in Harlem. In honor of Women’s History Month, Harlem Shake® is partnering with Figure Skating in Harlem, an organization that combines education and figure skating to inspire and uplift girls in underserved communities.

Throughout March, customers can enjoy our limited-edition “Sweet Lena” Strawberry Cheesecake Shake, with $4 from every shake sold donated to Figure Skating in Harlem. The shake is named in honor of Lena Home, an iconic singer, actress, and Civil Rights advocate whose career broke barriers for Black women in Hollywood. We believe in the power of community and are proud to support an organization that gives back to the next generation of women.

Looking Toward the Future

As we celebrate Women’s History Month, let’s remember that the fight for equality and justice is far from over. There’s still so much work to do. But we can take heart in knowing that women continue to rise, inspire, and lead in every arena. At Harlem Shake®, we’re committed to amplifying those voices and ensuring that women have the space, recognition, and respect they deserve.

So, whether you’re enjoying a meal with loved ones or simply reflecting on the women who’ve shaped your life, let’s all take a moment to celebrate the powerful and lasting contributions of women everywhere. Together, we continue to make history.

Happy Women’s History Month from the Harlem Shake® family!