The home and gift market must better reflect the diversity of its creators, and Amira Rasool, Founder and CEO of The Folklore, is taking action to make that happen. In collaboration with Shoppe Object, Rasool has launched the Black Lives Matter Action Initiative (BLMAI), which offers subsidized booth space to independent Black designers at the prestigious trade show. This initiative aims to break down barriers that have long hindered Black designers, providing them with vital exposure and opportunities in an industry that often favors the established.
In conversation with Design News Now, Rasool shares the vision behind this partnership, the ongoing challenges faced by black designers, and how collective support is critical in driving industry-wide change. With DEI initiatives under increasing scrutiny, The Folklore remains committed to fostering spaces where creativity and commerce flourish for all.
Breaking barriers for black designers
DNN: What inspired the collaboration between The Folklore and Shoppe Object, and how does the Black Lives Matter Action Initiative address the urgency of supporting Black designers in today’s climate, especially as DEI programs face increasing threats?
AR: Although we are a commerce enablement platform first and foremost, The Folklore is different from most tech platforms because we are obsessed with developing and nurturing a true community where brands feel supported and find value even outside of our tech. A large portion of that community are Black designers, and it’s no secret that they have historically been marginalized in this industry and they are still facing big obstacles today.
With the attack on DEI initiatives, many of which just 5 years ago were put in place by retailers to help close the gaps, the organizations that are standing by their bold declarations and refusing to succumb to hateful political pressures are shrinking. As a result, we were proud to align ourselves with an organization like Shoppe Object that is continuing to provide opportunities to Black owned brands.
The impact of the Black Lives Matter Action Initiative
DNN: How does subsidizing booth space for Black designers create opportunities to break down barriers in the competitive home and gift market?
AR: It levels the playing field so that communities that have historically been economically disadvantaged due to discrimination, racism, captivity, etc. don’t continue to miss out on opportunities. In 2022 the U.S. Census Bureau shared that on average Black women were paid 66% of what non-Hispanic white men were paid. So expecting a group that’s wildly underpaid to have the funds to compete with those with greater access to wealth is not realistic. Subsidizing booth spaces is a remedy I think more trade shows should employ.
DNN: What impact do you hope this initiative will have, both for the featured brands and for the broader design industry?
AR: I hope that brands know that regardless of the political climate, as long as The Folklore exists, we will always be finding ways to support Black designers and other marginalized groups. We will always extend our hands to collaborate with groups who are committed to seeing our community win, and this is a great example of that. I hope that other organizations see the power of what you can do when you collaborate.
DNN: What was the selection process like? How did you choose the designers to spotlight that you did?
AR: Our team went through each application carefully looking at products, information about the brands, and then narrowed it down to a little over a dozen brands. Shoppe Object then narrowed it down to the final selection.
Future of empowering underrepresented designers
DNN: Looking ahead, how does The Folklore plan to expand its efforts to support underrepresented designers and foster meaningful industry change?
AR: We’re now centrally focused on commerce enablement, and what we can do to empower small brands to grow faster, save more, and sell globally through the power of commerce and shipping technology.
We are providing cheaper alternatives to do things like create an online wholesale store front to run all boutique orders through; offering shipping discounts for all international business shipping needs; looking to strengthen the way brands can best optimize their products for online selling and centrally manage all their B2B and D2C sales operations in one place.
People underestimate how important tech is in leveling the playing field for underrepresented entrepreneurs, we’re going to show just how important it is.
