Los Angeles – Backlot of Paramount Studios buzzing with energy. The music filled the air as the entrepreneurs displayed their products, and the buyers explored the booths featuring black -owned brands with everything, from perfumes to dogs and dog treatments.
But in the middle of the staggering crowd at the 15th Block celebration, just when you enter the space, a name stood out: Altadena.
The word was adorned in the Sweatshirts displayed by the team behind the rhythms of the village, an African boutique and a cultural center that was once a beloved element in Altadena until the fire has reduced it to ashes.
“The rhythms of the village, you know, it was a Mecca there in Altadena,” said co -founder Emeka Chukwurah.
“People loved her to come there for her colors, her vibrancy. And we were a welcoming crew for anyone moving to Altadena. You met with a warm heart, warm smile, ”Chukwurah said.
Chukwurah, who runs the business with his father, said the loss was a tough pill to swallow, but that was a little time to mourn.
“Fire Day, my father called me. It was devastating. He saw that the store was burning, not one thing that could be saved, “Chukwurah recalled. .
Chukwurah’s business was just one of the many businesses in Altadena – known for its deep culture as a thriving black community – lost in the fire. And for Aurora James, the founder of an organization called fifteen percent hostage, is just one of the many reasons the 15th party party party and organization are critical.
Fifteen percent hinder the challenges of large sellers to cost at least 15% of their shelf space for black owned brands, ensuring that they have access to customers and resources.
“We all know that talent is evenly distributed, but the opportunity and access is not,” James explained.
“So a great mission of the fifteen percent promise is to really make black brands accessible to everyone,” she said.
This year, ticket sales from the 15th holiday on the road block and direct grants are being embedded in Altadena’s black businesses, providing financial relief and support while rebuilding. James knows in the forefront what it is like to build a business from the land up. She launched her luxury brand, brother Velies, with only $ 3,500 in a flea market. Now, she is working to ensure that other black entrepreneurs get the same opportunities she fought for, especially when funding fades for black entrepreneurs.
The US Federal Reserve revealed that more than half of black -owned businesses were rejected for bank loans, a rate twice as high as white business owners.
“In 2023, black business funding actually left,” James said. “So now, when we look at the whole American economic landscape, we know we need to do more to support black entrepreneurs. Black women are now more likely than anyone else to start their business. So it is Really important if we want the small business in America to win, to make sure there are resources that are specifically adapted for black founders. “
But this can prove that it is a challenge as many large sellers are calmly attracting Dei’s commitments, potentially reducing the shelf space for black brands. But James remains hopeful.
“The vast majority of Americans really believe in different founders, in different ideas, in different groups of entrepreneurs and employees, she said.” And that’s what makes America really so beautiful and in her really so brilliant. ”
For Chukwuhra, the reconstruction of village rhythms is not just about replacing what it lost is about honoring the heritage of black venture in Altadena.
“I lost so much, but I won so much,” he said. “Altadena opened the door and created many opportunities for people in color. So for that, we will rebuild. We must rebuild. “
You can find Altadena’s jackets from the rhythms of the village here. More information over fifteen percent of the pledge can be found here.