{"id":31046,"date":"2018-11-24T09:50:56","date_gmt":"2018-11-24T14:50:56","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=31046"},"modified":"2020-02-26T14:25:27","modified_gmt":"2020-02-26T19:25:27","slug":"at-this-pop-up-market-every-business-is-black-owned","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/at-this-pop-up-market-every-business-is-black-owned","title":{"rendered":"At this pop-up market, every business is black-owned"},"content":{"rendered":"\n

Americans have spent an <\/span>estimated $85 billion at independent stores and restaurants<\/span><\/a> on the Saturday after Thanksgiving since 2010. Michelle Dalzon, the founder of the Black-Owned Market (theBOM)\u2014a curated pop-up event\u2014is hoping some of those spenders shop black.<\/span><\/p>\n\n\n\n

\u201cBlack brands are often cast to the side until it\u2019s something like Black History Month, but I want us to always be a part of the conversation,\u201d she says. \u201cThese spaces I\u2019m creating allow people that are unheard to showcase their brands, their voices, and why they started these companies.\u201d<\/span><\/p>\n\n\n\n

At the pop-up events, which have taken place roughly twice a year, a selection of entrepreneurs who sell almost exclusively online have a chance to interact directly with customers. Shoppers, who spend an average of $150 to $200 at the events, find jewelry and vintage clothing, cosmetics and skincare products, and luxury candles and other home goods. <\/span><\/p>\n\n\n\n

Dalzon calls the pop-up events a \u201cproof of concept\u201d that shoppers will turn out to support black-owned businesses. She plans to create a more permanent shopping experience that will reach many more people. By the end of next year Shell\u2019s Loft, a multipurpose event space in the Clinton Hill neighborhood of Brooklyn, will host a BOM store every other weekend. <\/span><\/p>\n\n\n\n

\"\"
Michelle Dalzon (right) points to a T-shirt advertising her company, theBOM.<\/figcaption><\/figure>\n\n\n\n

According to Dalzon, there are still a lot of untruths about black-owned companies, including that the items they sell are too expensive, or that their product lines are too limited, or that the owners are unprofessional. \u201cUsually it\u2019s because of one experience that they might have had that\u2019s negative, but I find that brands that are comparable that <\/span>aren\u2019t<\/em><\/span><\/i> black get chance after chance,\u201d she says.<\/span><\/p>\n\n\n\n

Dalzon, who works from WeWork locations in New York and Boston, launched theBOM in December 2016 after spending years working in the corporate media world, doing marketing, sales, and social media at <\/span>Essence<\/em><\/span><\/i>, Turner Broadcasting, and Viacom. <\/span><\/p>\n\n\n\n

But entrepreneurship was in her blood. Her parents, who had emigrated to the United States from Haiti in 1970, grew disenchanted with working for other people (\u201cespecially in a time when there was heightened racism and segregation,\u201d Dalzon says). They started a beauty supply store not far from their home in Massachusetts in 1988\u2014the same year she was born. \u201cWhen people came into the store, they had not only not seen the concept, but they were intrigued that this black family had started this business,\u201d she says.<\/span><\/p>\n\n\n\n

Opening a black-owned business can be challenging, even in Dalzon\u2019s adopted city of New York. According to a 2017 report, the number of black-owned businesses in the city <\/span>declined from 2007 to 2012<\/span>.<\/span><\/a> The report cites skyrocketing rents in gentrifying neighborhoods as one of the leading causes. \u201cThe benefits of increased economic activity,\u201d it concluded, \u201chave not been broadly distributed among residents of those communities.\u201d <\/span><\/p>\n\n\n\n

\"\"
Michelle Dalzon (with the #IBUYBLACK sign) surrounded by entrepreneurs at a theBom pop-up event.<\/figcaption><\/figure>\n\n\n\n

Dalzon says many shoppers want to support black-owned businesses, but don\u2019t know where to look. \u201cI think it comes down not knowing where to go to find them,\u201d she says. \u201cThat\u2019s essentially why theBOM exists: to make it easier for you to find black-owned brands that you want to shop.\u201d<\/span><\/p>\n\n\n\n

That\u2019s why Dalzon partnered with <\/span>Black-Owned Brooklyn<\/span><\/a>, a guide to brick-and-mortar businesses in the borough. The company launched on Instagram less than nine months ago and already has more than 18,000 followers. <\/span><\/p>\n\n\n\n

Cofounders Cynthia Gordy Giwa and Glenn Alan say their \u201chyperlocal service journalism project\u201d does more than just promote black-owned businesses. \u201cWe try to drive home that you don\u2019t have to just be black to support black-owned businesses,\u201d says Gordy Giwa.<\/span><\/p>\n\n\n\n

After moving back in with her parents in Massachusetts earlier this year, Dalzon applied for a position at Follain, a natural beauty chain, on the sales floor. Working at a company with a similar philosophy as her own has helped her understand how to run a store\u2014crucial expertise as theBOM enters its next phase.<\/span><\/p>\n\n\n\n

When she talks with other entrepreneurs, she urges them not to put off following their dream.<\/span><\/p>\n\n\n\n

\u201cFor so long, I was thinking about this idea and I gave myself an immediate deadline,\u201d Dalzon says. \u201cI would work 9 to 5, get home by 7, eat, and then work from like 7:30 until 1, 2 o\u2019clock in the morning\u2014and just do that all over again. I was a zombie for sure, but it was such a crucial time because I still had the money from my cushy corporate job to put into my startup. So just start.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Michelle Dalzon\u2019s concept is expanding from a twice a year pop-up to every other weekend at a space in Brooklyn<\/p>\n","protected":false},"author":1698,"featured_media":31048,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[39218,39221],"class_list":["post-31046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"\nAt this pop-up market, every business is black-owned<\/title>\n<meta name=\"description\" content=\"Michelle Dalzon\u2019s concept is expanding from a twice a year pop-up to every other weekend at a space in Brooklyn.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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