Celebrating Black-Owned Businesses’ Success Stories

Black entrepreneurs are central to innovation and growth in the United States. From launching unique businesses to creating jobs and strengthening their local communities, they continue to shape the economy and inspire future generations. Yet they continue to face systemic barriers, including limited access to funding — Black entrepreneurs received just 0.5% of U.S. venture capital funding in 2023 — and higher loan-denial rates than their white counterparts. 

Despite these challenges, Black business owners continue to find and create new opportunities daily, leveraging digital tools and technology to reach customers, scale their businesses, and advocate for the policies that help them thrive.

This Black History Month, we’re spotlighting the work of inspiring entrepreneurs who have used digital tools to turn their dreams into reality.

The Nourish Spot – Queens, NY

For Dawn Kelly, entrepreneurship was almost inevitable. After a successful corporate career, she turned an expected setback into an opportunity, launching The Nourish Spot in Queens with her daughter. More than a juice bar, it’s a community-driven health hub, offering fresh smoothies, salads, and wraps while creating jobs and mentorship opportunities for local youth. 

With support from programs like the NYC Economic Development Corporation, Dawn learned how to grow and sustain her business. Embracing digital tools like Google Business Profile to help drive foot traffic and Instagram to share The Nourish Spot’s story, Dawn has been able to showcase her unique menu and engage with customers in real time.

Her commitment to the community goes beyond the food industry. The Nourish Spot serves as a training ground for local youth, providing jobs, mentorships, and hands-on experience in entrepreneurship. And since 2022, Dawn has taken her business to the global stage as a food vendor at the U.S. Open tennis tournament, proving that a small business can make a lasting impact on one of the world’s biggest stages. 

“We’re nourishing people with good food, good jobs, and the belief that small businesses can make a big impact.”

Learn more about The Nourish Spot here.   

Destiny African Market – Boston, MA

When Sola Ajao immigrated to the U.S. in 1986, she longed for familiar foods from her native Nigeria. She soon came up with a solution — first by cooking and successfully catering West African dishes, and eventually by opening Destiny African Market, a grocery store filled with authentic African foods and goods.

Digital tools help keep Sola’s business running smoothly. Google Workspace supports daily operations such as recordkeeping and inventory tracking, and Google Business Profile helps new customers find the store: 85% of the business’s phone-call inquiries come directly from Google searches.

Sola’s daughter, Adebukola, leads the business’s marketing efforts, leveraging digital advertising tools to reach immigrant and Afro-Caribbean communities in Massachusetts. She wants lawmakers to understand just how important data-powered tools are to small specialty businesses like hers.  

“Destiny African Market is my mom’s dream come true, and I don’t want anyone to hold her back,” Adebukola said.

Read more about their story here.

ICONI – Denver, CO

U.S. Air Force veteran Angel Johnson founded women’s activewear company ICONI in 2019. After experiencing firsthand the frustration of thin, unflattering leggings, she set out to create durable athletic gear that empowers women of all shapes and sizes to feel confident and comfortable while working out.

Amazon’s fulfillment services helped Angel grow her business by providing convenient storage and shipping solutions — saving her time, money, and stress. She also leverages the online marketplace’s marketing tools —such as its tips for enhancing listings and its sales and ad-tracking dashboard —to reach new customers in a cost-effective way. Today, ICONI annually sells over 20,000 tops, shorts and other workout-related items to customers nationwide.

Angel says Amazon’s small-seller services have been critical to her business’s success, and hopes the Federal Trade Commission (FTC) won’t break a system that offers enormous value to entrepreneurs like her. “If they restructure Amazon’s marketplace, how will that affect my business?” she asks. 

Read more about ICONI here. 

D’IYANU – Norristown, PA

For Addie Ajayi, fashion is more than just clothing — it’s a way to celebrate culture and identity. After immigrating to the U.S. from Nigeria, Addie found herself searching for modern, ready-to-wear African-inspired fashion that reflected her heritage. When she couldn’t find it, she decided to create it.

Working from her small studio apartment, Addie launched D’IYANU with just six styles in 2014. Today, she ships her bold, vibrant designs to over 40,000 customers worldwide every year. Digital tools have been key to D’IYANU’s success — Google Ads alone account for nearly 30% of the company’s sales, and Google’s analytics help Addie’s team understand which platforms drive the most sales. 

Addie says digital tools are key to D’IYANU’s ongoing growth and success. “We believe that over the next five to ten years, we can really scale the business to become a force to be reckoned with in the fashion industry,” Addie says.Read more about D’IYANU here.