12:36 PM / Friday November 17, 2017

7 Apr 2017

Online store sees surge of African Pride in the Age of Trump

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April 7, 2017 Category: Diaspora Posted by:

Afrocentric products featured on

Nationwide — Roberta Holmes, entrepreneur and founder of, was a bit surprised about the surge she saw in website traffic after the election of Donald Trump. Her online store just opened in October.

Of course Holmes hoped for good results, but knew she was starting a bit late for the 2016 Holiday season. When her store saw over 500 visitors the weekend after the election, she was stunned. Within days, her business was getting inquiries from across the country.

“I thought we wouldn’t see that kind of traffic so soon. Especially since I had not done any real advertising yet,” stated Holmes. “I kept hearing I’ve been looking for something like this,” she said, in reference to the African-inspired products including home decor, skin care, and clothing for men, women and children carried by the online boutique. Holmes also made a point to let customers know that every purchase made is helping support hundreds of small businesses in Africa and will also support programs for orphans there as well.

When asked, Holmes determined two significant factors can be attributed to’s noted early success. The first is the ongoing #BuyBlack movement. Over the last few years, the Black community is making conscious efforts to spend their dollars with Black-owned businesses. Second, the popularity of movements ranging from Black Lives Matter to Black Girls Rock are driving Black consumers to retailers with products that embody cultural recognition.’s affordable Afrocentric products have indeed found a niche in the marketplace.


Sonja Thompkins, a brick and mortar business strategist and founder of, stated, “I believe it gives people a sense of pride to see businesses like ours that offer an array of quality products in our own communities. [And] because most people are going to spend the money anyway, the recent occurrences of injustice make people want to do something. Everyone’s not protesting in the street. They have chosen to make a statement economically.”

Founded in October 2016 in Renton, Washington, offers affordable quality African fashion and accessories for the entire family. Over 2,500 products including handmade jewelry and artwork, natural health and beauty products with shea, cocoa and mango butters; African soaps and fragrance oils, and, of course, African fashions. The company is a Black woman-owned business.

Learn more about the company at

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