Corri Smith is great at a lot of things, but being goth is not one of them.

She’s got the style down pat, and has even built her business around the goth aesthetic. But as far as personality goes, she’s far from the stereotypical introvert you might expect of a woman who’s built a brand around the darkness.

Smith is well aware that her chipper nature doesn’t exactly mesh with people’s preconceived notions about her.

“It’s almost become like a joke,” she says of her goth identity. “Because I’m super upbeat. Once you meet me you’re just like, ‘Uhhh.'”

Smith’s enthusiasm is contagious, and it’s helped her build her business, multimedia marketing company Black Wednesday, into one of Charlotte’s most recognizable brands.

But why all the black?

Click here to view the original publication via Creative Loafing Charlotte.