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For every Black woman who starts a business, a barrier is broken. There are more than 50,000 Black women who are innovating in the United States, but not without the uphill battle to combat denial of bank financing, limited access to capital, and systemic racism and sexism. Despite the challenges, Black women are bringing their products and services to market.
I discovered several black-owned brands and Know they are laying the groundwork for Black women everywhere to feel good, look good, and stay rooted in the culture. Here are four Black women-owned businesses breaking barriers and some of their business insights.
Related: The weight of breaking barriers is pushing Black leaders to the breaking point. This DEI expert reveals where we’re going wrong
Fitness snob
Fitness Snob is a female-owned, black sock brand that helps cultivate and empower every woman’s fitness lifestyle. They’ve created perfectly tailored crew socks with styles that make it easier than ever to embrace your fitness journey in style.
While team socks don’t seem like a barrier-breaking product, they are Truly I am. Because the apparel industry is largely dominated by white male-owned businesses, fashion owned by black women – especially team socks, enjoyed by athletes in every corner of our country – is hard to find.
When Fitness Snob founder Kim Turner was pressed on the challenges she’s faced growing her business, she said, “Being a Black-owned business involves overcoming stereotypes and obstacles, from perceptions to addressing exclusively for black consumers to fight to secure seed capital and combat doubts about quality and legitimacy.”
Despite these challenges, Turner has found the journey immensely rewarding as breaking down barriers in the apparel industry has allowed her to see her products transcend racial boundaries and empower all women to prioritize their health and fitness in style.
Related: 6 Ways to Offer Allyship to Black Entrepreneurs
Abandoned
Featuring tons of emerging fashion brands from Europe, DESERI is a black-woman-owned fashion brand that makes unique handbags and jewelry that is timeless, elegant and undeniably current. Each product is handcrafted and is a true work of art that reflects the skill of the craftsman and the eye of the designer.
With a deep appreciation and commitment to quality, Deseri Kelley has created a brand that is the embodiment of luxury made accessible. Representation matters. There are a million handbag brands out there, but very few are owned by Black women and are able to cater to the mass market where they are.
When asked what qualities are needed to create a Black-owned business that breaks barriers, Kelley said, “Authenticity is the cornerstone of entrepreneurial success. Staying true to our values, celebrating diversity and driving positive impact Within the industry, we have not only built a brand but also a community.”
Deseri emphasizes that embracing authenticity resonates with customers and, as a result, creates a loyal following attracted to the company’s passion and purpose.
Related: 5 Qualities of Black Excellence Overlooked in the Workplace
Tow it
Vontelle is a bespoke luxury eyewear brand with an ethnic twist using unique African, Caribbean and Latin designs and fabrics created by women of colour. The luxury eyewear market is dominated by European brands, so it was refreshing to wear a pair of handcrafted Vontelle glasses made for different faces.
Additionally, Vontelle is the first Black female-owned and operated eyewear company to secure a licensing deal from Nickelodeon. This brand is changing the narrative about who fashionable eyewear is made of and putting the unique physical characteristics and culture of black and brown people at the center of their designs.
When Vontélle co-founders Tracy Vontélle Green and Nancey Flowers-Harris were asked what lessons they’ve learned since starting their eyewear brand, they responded, “soft launch with just a few products. We launched 37 models with a High MOQ (minimum order quantity), in hindsight, we should have done a soft launch with 5-10 eyewear models.” According to these founders, when launching a direct-to-consumer brand, starting small is key.
Kee’s Me
With the beauty and makeup industry dominated by white male-owned companies, Kee’s Moi is breaking barriers with its cruelty-free and vegan lip glosses inspired by iconic landmarks and neighborhoods. Founded by Mouna Deme, a French visionary with Senegalese roots, they celebrate diversity and inclusiveness in beauty with products that compliment darker skin tones and make black women chic.
When asked how creating a makeup line for women of color in a male-dominated space influenced her vision and purpose, Deme responded, “I realized the importance of embracing imperfections and to let go of the need for perfection, which allows for more genuine moments and creative outcomes.”
Deme also learned that delegating tasks is essential for optimal company performance. She knows that doing everything alone is not sustainable and finding a work-life balance in line with her needs is essential to increasing the productivity of her company.
Final thoughts
For years, Black female entrepreneurs have had no options. From the clothing we wore to work meetings to the makeup we wore for photo shoots, many of us wanted more inclusive and flattering options, culturally competent designs, and to see someone who looked like us run businesses with purpose.
We’ve made significant progress over the past few decades, and many of us finally have access to brands owned by Black women that truly “get” us, our aesthetic, and our values. These are just four of the many businesses run by women of color that break barriers and give us options. I encourage you to support these businesses and hope you’ll keep your eyes peeled for other Black women-owned brands near you.