From Passion Project to Powerhouse: How Sugarcoat and the Thriving Cities Fund Are Shaping Atlanta’s Future

What began as a temporary idea turned into a growing business. Sugarcoat Beauty, founded in Atlanta, Georgia, has become a place where both customers and employees are cared for and where local impact is the priority. With more than 20 locations today, Peiru’s vision has become a real force in the community.

But turning that vision into a reality required more than determination. It required the right kind of support. That support came from Homegrown and the Thriving Cities Fund, a new initiative backed by Flock Safety.

Facing a Critical Moment

The COVID-19 pandemic challenged every part of Sugarcoat’s business. Locations were closed. Revenue paused. Stability disappeared.

Peiru faced a hard choice. Instead of turning to private equity, she partnered with Homegrown and the Thriving Cities Fund. They offered capital with flexibility, no equity requirements, and a focus on long-term success.

With that help, Sugarcoat opened four additional locations. They now have plans for six more.

A New Model for Local Growth

The Thriving Cities Fund is different from traditional financing. It was created to support businesses that anchor neighborhoods and build economic strength. These include everything from beauty salons to small restaurants; establishments that often struggle to access growth capital without giving up control.

“We are both committed to helping communities thrive,” said Michael Davis of Homegrown. “Flock Safety focuses on public safety. Homegrown focuses on local business. When these two come together, it can unlock something powerful.”

By providing flexible, revenue-based funding, the Thriving Cities Fund helps entrepreneurs grow their companies without losing what makes them special.

Creating Jobs and Building Futures

For Peiru, the real reward of growing Sugarcoat has been the ability to create jobs and invest in people.

“I want to help others provide for their families and succeed in their careers,” Peiru said.

Her employees are not just promoted. Some are given the opportunity to manage or even own stores.

Michael Davis sees that as the future of local economic growth. “Peiru started with one location and now leads a company that creates long-term career paths. That is exactly the kind of founder we want to support.”

What’s Next for Atlanta

The Thriving Cities Fund has a clear goal. Over the next few years, it aims to help create thousands of jobs across Atlanta. These jobs will support a stronger local economy and help build more stable neighborhoods.

It starts with entrepreneurs like Peiru. She built a business with purpose. She invests in her employees. She helps her city move forward.

Learn more

Visit ThrivingCitiesFund.com