How Black Owned Toronto went from an online directory to a major mall retail store
Kerin John, 24, started 2020 with a New Year’s resolution to support more Black-owned businesses. A year and a half later, she’s opening her first retail store at Scarborough Town Centre, selling everything from baked treats to scented candles.
“I always knew I wanted to open a store, but I definitely thought my first store was going to be on the street or something,” John said. “I didn’t think I was going to end up in a major mall so quickly, so I’m really grateful.”
The Black Owned Toronto store will be one of the first of its kind in a major mall. Launching as soon as COVID-19 restrictions permit, it will be located adjacent to Victoria’s Secret and Samsung on the upper level of Scarborough Town Centre.
“We don’t get a lot of chances as small business owners,” John said. “So, I thought it was important for when I opened the store to focus on very small businesses.”
When John initially began her search for Black-owned businesses, she quickly realized her community needed a central place where people could go to find them.
The need for a Black-owned space
She decided to create an Instagram page last year in May called Black Owned Toronto to help highlight Toronto’s Black-owned small businesses.
A recent study published by the Canadian Black Chamber of Commerce found that 34 per cent of participants started their Black-owned businesses to fill a market void and what was most important to their business was advertising and promotion.
As a photographer and graphic designer, John was able to draw on her expertise to create an inclusive but equally aesthetically pleasing platform centred around promoting the work of Black owners and entrepreneurs.
“I know offhand the importance of marketing and professional pictures,” she said. “But when you’re a very small business owner just starting out, this can be very expensive.”
Due to popular demand, Black Owned Toronto was later expanded to an online Canada-wide Black-owned business directory. Then the leasing team at Scarborough Town Centre reached out to John to discuss the possibility of opening a retail store. They worked together closely to develop a concept that supported Black Owned Toronto’s objectives.
“Through this pop-up, we are leading through action,” said Hailie Campbell, the specialty leasing manager at Scarborough Town Centre. “Scarborough is very diverse, and our goal is to reflect the community in which we’re located and connect [them] with products and services that are important to them.”
Supporting small Black-owned businesses
The owners of the small businesses that will be featured in the retail store are able to drop off or ship their products directly to the store.
Among the merchandise are vibrant silk scarves inspired by streetwear. They were designed by 23-year-old Amera Kimya. She had extra time on her hands during the pandemic and decided to launch her own small business, Kimìra, in November 2020.
“If the pandemic didn’t happen, I wouldn’t have started my business as soon as I did,” Kimya said. “For that I am grateful.”