Digging into people’s brains is Carlotta Tutt Holloway’s favorite part of her job, but it’s not gruesome work when you’re in marketing and advertising.
“I think that’s the most important part and the most fascinating part,” she says. “How they think, how they function, how they shop, how they work. Then translating that into a creative execution and seeing it actually work.”
Tutt Holloway, who has a degree from Purdue University in advertising communications and African American studies, started her own agency, True Root Marketing, in 2012 and soon after began teaching marketing classes for Build Institute in Detroit. Those classes evolved into teaching entrepreneurs how to create sustainable businesses, and then she founded True School, to teach marketing, branding, and business, in 2023.
“I never really saw myself as an educator, but I found that I liked it a whole lot,” Tutt Holloway explains. “I was always an advocate of small businesses … so it was just perfect for me.”
The first time she saw the impact of the work put into a marketing effort was while contracted on behalf of GlobalHue for Walmart’s sponsorship at the Essence Festival, which hosts approximately 500,000 attendees each year. There, she was able to see how people perceived the quality of Walmart’s home goods before and after the event.
She and her team built a 2,000-square-foot, three-bedroom, fully functioning house within the festival. Everything in the decorated home was from Walmart with price tags showing how much an entire room cost.
“To see people’s eyes and hear people’s reactions, even before we got the research back months later,” she says, “seeing that perception shift was probably one of the more impactful things in my career.”
When it comes to her personal style, Tutt Holloway says, “I always felt uncomfortable looking average in what I call ‘normal.’”
The West Bloomfield resident’s signature style comprises elevated casual pieces that she puts together with a flair that only certain people have.
“When I’m at an event, people say, ‘Oh, I know you’re always going to come with your style,’ and people accept it,” she says. “And I think people look forward to it.”
My favorite local spots to shop:
I love Flo Boutique, City Bird, and Nest. And I get a lot of jewelry from Salikas’ Jewels. [All are in Detroit.]
I determine my outfit each day by …
Where I’m going and how I want to feel. If it’s a not-so-sunny day, I try to look a bit more sunny to boost myself up.
My go-to style of shoes when I’m on the go is …
Some type of a comfortable platform. I have some nice chunky gym-shoe platforms. Something that elevates me, but it’s still kind of casual and good for walking.
My style icons are …
Tracee Ellis Ross and Joan, the character she played on Girlfriends.
My accessory obsession is …
Chunky bracelets. I have to have something on my wrist. I feel naked if I don’t.
When it comes to fashion trends, I …
Don’t follow them. Don’t care about them.
My styling secret is …
Fit and knowing how to put together pieces that most people wouldn’t necessarily put together.
My fashion philosophy is …
Wear your personality.
This story originally appeared in the August 2025 issue of Hour Detroit magazine. To read more, pick up a copy of Hour Detroit at a local retail outlet. Click here to get our digital edition.
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