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For every Black woman who starts a business, a barrier is broken. An impressive number of more than 50,000 Black women are innovating in the United States – but not without an uphill battle to combat denials 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 set the stage for Black women everywhere to feel good, look good and stay rooted in the culture. Here are four Black women-owned businesses that are breaking down barriers, and some of their insights into business.
Related: The burden of breaking down barriers is pushing black leaders to a breaking point. A DEI expert reveals where we go wrong
Fitness snob
Fitness Snob is a Black and women-owned sock brand that helps cultivate and enhance every woman's fitness lifestyle. They've created perfectly fitting crew socks in styles that make it easier than ever to start your fitness journey in style.
Although crew socks don't seem like a barrier-breaking product, they do Really If. Because the apparel industry is largely dominated by white male-owned businesses, fashion owned by Black women — especially crew socks, which are prized by athletes in every corner of our country — is hard to come by.
When Fitness Snob founder Kim Turner was pressed about the challenges she faces in growing her business, she said, “Being a Black-owned business comes with overcoming stereotypes and obstacles, from the perception of serving only Black consumers to the struggle to secure initial capital and dispel doubts about quality and legality.”
Despite these challenges, Turner has found this journey incredibly rewarding because breaking down barriers in the apparel industry has allowed her to witness her products transcend racial boundaries and empower all women to prioritize health and fitness in a big way.
Related: 6 Ways to Offer Allyship to Black Entrepreneurs
DESSERTS
With a plethora of fashion brands emerging across Europe, DESERI is a Black woman-owned fashion brand creating statement handbags and jewelry that are timeless, elegant and undeniably current. Each product is handmade 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 embodies accessible luxury. Representation matters. There are a million handbag brands out there, but very few of them are owned by Black women and able to meet the mass market where they are.
When asked about the qualities needed to start a Black-owned, barrier-breaking business, Kelley replied, “Authenticity is the cornerstone of entrepreneurial success. By staying true to our values, celebrating diversity and supporting positive influence in the industry, we have built not only a brand, but also a community.”
Deseri emphasizes that embracing authenticity appeals to customers and, in turn, creates loyal fans who are attracted to the company's passion and purpose.
Related: 5 Traits of Black Excellence That Are Overlooked in the Workplace
Vontelle
Vontélle is a luxury custom eyewear brand with an ethnic feel, using unique African, Caribbean and Latino designs and textiles created by women of color. The luxury eyewear market is dominated by European brands, so it was refreshing to put on a pair of Vontélle glasses, which are handmade and designed for a variety of faces.
Additionally, Vontélle is the first Black women-owned and operated eyewear company to obtain a licensing agreement from Nickelodeon. The brand is changing the narrative of who stylish eyewear is made for and incorporating the unique physical characteristics and culture of Black and Brown people into its designs.
When Vontélle co-founders Tracy Vontélle Green and Nancey Flowers-Harris were asked about the lessons they've learned since founding the eyewear brand, they replied, “a soft launch with a few products. We launched 37 designs with high MOQ (minimum order quantity) in In hindsight, we should have launched 5 to 10 styles of glasses.” According to these founders, when launching a direct-to-consumer brand, the key is to start small.
Kee's Moi
With the beauty and makeup industry dominated by white male-owned businesses, Kee's Moi is breaking down barriers with its cruelty-free vegan lip glosses inspired by iconic landmarks and neighborhoods. Founded by Mouna Deme, a French visionary with Senegalese roots, it celebrates diversity and inclusivity in beauty with products that suit darker skin tones and make black women look chic.
When asked how creating a makeup line for women of color in a male-dominated space influenced her vision and goal, Deme replied, “I realized how important it is to accept imperfections and let go of the need for perfection, which allows for more authentic moments and creative results.”
Deme also learned that delegating tasks is essential for the optimal functioning of a company. She knows that doing everything alone is not sustainable, and finding a work-life balance that suits her needs is the key to increasing productivity in her company.
Final thoughts
For years, Black women entrepreneurs had no choice. From the clothes we wore to business meetings to the makeup we did for photo shoots, many of us have longed for more inclusive and flattering options, culturally competent designs, and seeing someone who looks like us leading companies with purpose.
We've made significant progress over the last few decades, and many of us finally have access to Black women-owned brands that truly “get” us, our aesthetics, and our values. These are just four of the many Black women-owned businesses that are breaking down barriers and giving us opportunities. I encourage you to support these businesses and I hope you will look out for other Black women-owned brands in your area.