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For many Black entrepreneurs, the support of family is crucial for success. From providing funding and encouragement to being the inspiration to start a business or partnering to transform an idea into reality, the role families can play in business success is truly special, and often essential.
This is especially true the past few years, when the pandemic has made owning a business even more challenging. And while all small businesses have been impacted, our recent Global State of Small Business Report revealed it has disproportionately affected Black-owned small businesses the most. In fact, 51% of Black-led small businesses reported lower sales performance compared to the U.S. average of 36%.
Now more than ever, Black business owners have leaned on the support of family to persevere, and thankfully, with the support of both younger and older generations, many Black entrepreneurs are not just surviving but thriving.
Here are some stories about real Black entrepreneurs about how their families propelled their business success.
Following Footsteps
For many Black business owners, entrepreneurship is a family legacy. In fact, it is what inspired me to create Meta Elevate. Growing up with a Black entrepreneurial father, I saw his dedication and commitment to develop and patent a revolutionary product for women of color. Through him, I came to see the challenges he endured as well as the triumphs he celebrated to better Black and Hispanic communities in Los Angeles. His determination is the motivation behind the creation of Elevate to enable more Black and Latinx+Hispanic small businesses to accelerate their economic success, to have access to business and marketing resources that my father fought to get, and to no longer remain “hidden figures” in their communities.
Another example comes from business consultant and coach Victoria Downes of Brands to Profits Academy, a consultancy business specifically for women of color. Victoria credits her mother’s example for inspiring her to go into business herself, and for dedicating her professional life to helping women of color succeed in business. Victoria is a member of Meta Elevate.
Inspiring the Future
While some entrepreneurs are inspired by the previous generation, others are inspired by the future. For example, sisters Cara Johnson-Graves and Jenae Johnson-Carr started their company, EPIC EVERYDAY, because they were dismayed that they couldn’t find more apparel, accessories and home goods that highlighted Black brilliance for their young children. With EPIC EVERYDAY, they’ve created a brand that empowers underrepresented children to love their skin color, embrace their hair, and own their unique, inherent style – inspiring children to be Empowered, Positive, Innovative and Creative (EPIC).
Helping — Hands-On
For other business owners, family support extends beyond inspiration to actual hands-on help. JeBett Glenn, a mother of four and founder of Rock Your Month, an online subscription box service for feminine hygiene products, notes that her company is a family business through and through. One of her daughters is actually the model on the brand’s packaging, while her youngest daughter lends a hand by developing creative content for RYM’s Instagram and Facebook. In addition to leading Rock Your Month, JaBett is also full-time active military, so the support of her family is imperative to the business succeeding.
Another example would be The Tiny Tassel, a jewelry, clothing and accessories business in Charleston, South Carolina. Founder Mimi Striplin designs and creates each tassel and accessory by hand. Her mother, a lifelong seamstress who once had to take scraps from textile factory dumpsters to make clothing when Mimi was younger, now designs hand-made garments to be sold by the business as well.
As these examples show, often the beauty of Black families and Black-owned businesses go hand in hand. By honoring previous generations, working together in real-time, or looking to empower and inspire the next generation, Black entrepreneurs are able to create thriving businesses — helping their families and the entire Black community. This is something we love to see.
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