In 2017, Nielsen Report put Black buying power at $1.2 trillion, with black women having majority ownership in more than 1.5 million businesses with over $42 billion in sales.


Understanding this fact makes it important to support and shop brands led by women of color. It's also a great reminder that what we buy matters.

If you're looking to get in formation, here's a great starting point to support black owned businesses led by women of color. For Us, by us.

1. elouise & ethel

I'm all for feeling affirmed and empowered in my existence and elouise & ethel have that lane more than covered with their brand of wearable affirmations. Named for her matriarchs who led her family back in the day, the shop's founder Shante Bacon sought to create small trinkets that exemplified our black girl magic. "Each charm is a simple reminder that all of us has what it takes to crush the moment – whether it's a presentation, an important learning moment with your child, the runway of life, the mid-terms or anything that you seek to accomplish," she said on her website.

Her debut collection "Affirmations You Can Wear" includes jewelry, apparel, and mugs that say things like "Black Girl Magic", "Magic" and "Purpose". In addition to jewelry, the Brooklyn-based company is a one-stop shop for other things, such as mugs, pillows, candles, apparels, and hoops.

Featured image by The Wrap Life; Originally published July 31, 2018

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