At the height of the Black Lives Matter protests that followed the killing of George Floyd in May of this year, there was a big push on social media for consumers to support Black-owned businesses.
Many of them reported a big spike in sales around that time; early June was a crazy time for Tiffany Griffin, co-owner of candle company Bright Black. Hers was among the businesses features on a list that went viral online.
“We started seeing this exponential increase in sales,” she told Marketplace. At the time, Griffin thought it was a fad — that business would drop off again after a few days, or weeks. But it didn’t.
After that initial spike, the company was featured on Beyoncé’s list of Black-owned businesses to support. Then there was a collaboration with HBO, another with Michelle Obama.
Bright Black, however, may have had an exceptional experience.
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