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Leon Kaye headshot

Your Quick Guide to Supporting Black-Owned Businesses

For consumers wishing to support Black-owned businesses, here’s a quick guide based on a talk we had with an entrepreneur who launched her company in June.
By Leon Kaye
Black-Owned Businesses

ZenLuxCo’s overall mission is to help promote the empowerment of women and provide practical solutions to ultimately allow women and girls be their very best selves and present their best foot forward. “We are big on self-care and pampering for women and girls of all ages and walks of life, and sell a variety of products,” said Ashley Blain, the company’s founder. “Our kits are specially and carefully curated for individuals who cherish all things beauty, skincare and self-care. The need we fill is providing products that makes self-care routines and skincare routines easier.”

In a recent interview with TriplePundit, Blain was confident, even ebullient, about her company’s prospects. As an owner of a Black-owned business, however, she made it clear that her company does face its share of challenge.

“It’s hard to find Black-owned businesses because a small number of us are entrepreneurs, and within that small number it can be hard to distinguish which businesses are Black-owned,” Blain added. “I am so glad there are apps and websites dedicated to highlighting Black-owned businesses, thus making it easier to find them.”

More companies are realizing the benefits of reaching out and having a more inclusive approach when it comes to assisting Black-owned businesses. United Airlines, for example, recently launched an app that lists such companies and services in the Houston area, one of the carrier’s largest hubs.

For consumers keen on supporting Black-owned businesses, here’s the mantra: research, show up (virtually or in-person), write reviews, share on social, spend and repeat.

“Consumers can support black owned businesses by simply buying from them. It also helps to leave reviews on websites and social platforms as it provides credibility to other consumers and potential customers,” explained Blaine. “Telling family and friends about the product or service you have received from a Black-owned business helps to further promote them. When everyone as a whole chooses to use their buying power to support Black-owned businesses, it helps to uplift us all.”

As for owners of Black-owned businesses seeking to gain new customers, Blain suggested going local. It’s no secret Black entrepreneurs and business owners have had their struggles tapping into federal funds over the past 18 months; and while there are nonprofits that can help with the red tape, access to resources is still an ongoing problem.

“One of the resources I turned to is the NYC Department of Small Business Services. I started my business during the pandemic, and the resources they have provided still help me to this day,” Blain said.

Blain’s company launched June 1; so far her best seller has been a line of “Me Time” kits.

Image credit: ZenLuxCo

Leon Kaye headshot

Leon Kaye has written for 3p since 2010 and become executive editor in 2018. His previous work includes writing for the Guardian as well as other online and print publications. In addition, he's worked in sales executive roles within technology and financial research companies, as well as for a public relations firm, for which he consulted with one of the globe’s leading sustainability initiatives. Currently living in Central California, he’s traveled to 70-plus countries and has lived and worked in South Korea, the United Arab Emirates and Uruguay.

Leon’s an alum of Fresno State, the University of Maryland, Baltimore County and the University of Southern California's Marshall Business School. He enjoys traveling abroad as well as exploring California’s Central Coast and the Sierra Nevadas.

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