DETROIT – For so many, it is a beautiful honor to be able to fulfill the legacy of a parent or loved one.
For Belinda Beard, her business “The Egg Roll Diva” is a dedication to her mother, Cynthia Bell, who crafted unique egg roll recipes in the late 1980s—far before today’s egg roll “craze.”
“She was really into culinary, different cuisines,” Beard explains about her mom. “So, she just would try different foods and different cultures all the time and get us involved. We loved everything she made.
“Egg rolls became one of her staple dishes, with the favorite being one made with ground turkey. The way she made it was just so different from what we were used to. Once we knew it was a hit, we were kids, but we knew because all her friends, family, and neighbors just kept asking for these eggrolls. So, it became like a family thing.”
Belinda’s mom, who passed away in 1999, became known as “The Egg Roll Lady,” and in honoring her legacy, Belinda, as the eldest daughter, became “The Egg Roll Diva.”
In recent years, egg rolls have become a staple on numerous restaurant menus—corned beef egg rolls, in particular.
“I think I noticed it during the pandemic,” Beard said. “I’ve been making it my whole life. Then I looked around, and everybody had an egg roll on their menu. I was like, ‘Are you kidding me?’
Beard notes that there are a few things that differentiate her egg rolls from competitors.
“First of all, they’re made with love,” she says. Adding, “I always try to change up my flavor profile. I was doing the peach cobbler egg roll before I knew too many other people were doing it. Additionally, we are always coming up with new flavors and varieties. Also, our egg rolls are much larger than what you would find elsewhere in the city. They aren’t an appetizer size; they are more like an entree size. They’re filling, flavorful, and fresh.”
With a great business rooted in love and legacy, Beard entered the Michigan Women Forward Southeast Michigan WomanUp & Pitch Competition where she was connected to coaches and mentors who provided professional services and expert advice to help the contestants create viable business plans and craft a compelling business pitch.
Beard had the good fortune of being mentored by Steve Davis, Michigan Market President of Comerica Bank.
“Belinda is truly inspiring,” said Davis. “Getting to know her and mentoring her through Michigan Women Forward was an honor, and I was impressed to see where she is on her journey. She is committed to both the day-to-day operations of her business but also to the learning process that it takes to be a successful business owner.”
Davis continued. “Egg Roll Diva is a passion of hers and you can see that passion showing though her dedication and hard work. I can’t wait to see what is on the horizon for her. The future is very bright for Belinda and Egg Roll Diva.”
“Inspiring” is also the word that Beard uses to describe being mentored by Davis. She says, “I had the perfect mentor for the competition. I really feel like he really helped me.”
Finalists in the statewide food competition pre-record their pitches and prepare samples of their food they serve at an in-person event attended by guests, food industry leaders/investors and our panel of judges.
In the end, Beard and Egg Roll Diva was a winner and claimed one of Michigan Women Forward’s $10,000 grand prizes.
“With all of the preparation I had with my mentor, by the time it was down to the competition, I felt so, so secure. I thought, ‘I got this.’ So, it just felt so good when I actually won. It was all worth it,” said Beard.
“Belinda stood out because she’s the perfect blend of passion, perseverance, and purpose,” says Carolyn Cassin, CEO of Michigan Women Forward.
Cassin adds, “From the moment she pitched, you could see her vision so clearly — she wasn’t just selling egg rolls. She was creating a business rooted in culture, flavor, and community. She understood her numbers, she knew her audience, and she had that spark — the drive to keep going no matter what. That combination of heart and business acumen is exactly what we look for in a WomanUp & Pitch winner.”
Beard is continuing the legacy and love that egg rolls represent for her family. She has a rotating staff of eight to 10 employees—most of whom are family including her brother and several nieces.
“My whole family has jumped in because they saw the success of Egg Roll Diva, and they believe in the mission and the vision,” said Beard.
To check out and see what Egg Roll Diva is all about, visit Beard’s food truck, catering, and cooking classes upcoming schedule at EggRollDiva.com. She can also be found on Instagram (@eggrolldiva), Facebook (@EggRollDiva) and YouTube (@eggrolldiva).
Michigan Women Forward
Founded in 1986, Michigan Women Forward is a nonprofit organization dedicated to the economic empowerment of women and minorities. MWF, which has offices in Detroit and Grand Rapids, provides small business microloans and support to entrepreneurs to help them grow their business and our communities.
The community development financial institution strives to expand economic opportunity for women and entrepreneurs of color by providing access to capital and business resources. Michigan Women Forward celebrates outstanding women by honoring their leadership contributions to the community, economy and our state.
Michigan Women Forward’s vision is to create an inclusive economy for the state of Michigan where women and people of color can create viable businesses that build long-term sustainable wealth. For more information, visit MiWF.org.
