Buying Black | In Conversation with Christina Joy of 'Our Black Book'

Q had a sit down with Christina Joy of Our Black Book Magazine, an independent magazine that features Black-owned businesses in the Washington D.C. metropolitan area. [This interview has been condensed for length and clarity. Sadly we had to cut the part where we talked about the power of Hugh Grant and the joys of Paddington 2.]

On Starting Our Black Book

Our Black Book started out as a project under a group that I helped co-found called Society of Young Revolutionaries. It has since then grown into its own business; it was the first project we ever did. At the time, I just became aware of how spending with Black businesses could impact the community. I had just graduated from Howard University having done a Black business campaign that February where I posted businesses every day.  There are so many Black businesses in the D.C. area – it’s historically Black. 

When the Charleston Nine happened in 2015, some Howard students and alumni came together wanting to do something. The first thing we did was a coupon book for Howard Students called The Black Book. That October was the 25th Anniversary of the Million Man March. Someone then approached us and said we should do another booklet for the Million Man March, as there would be so many people coming here. We printed out 3000 copies, passed them out at the March. That was the first time Our Black Book was created. We got some poetry from Howard Students, we canvassed DC and got Black businesses to buy ad space in our 24-page booklet. 

The last book we did came out two years ago. Since then I’ve been working on the business model and changing and developing what Our Black Book can really be. At the moment we’re in the preparation for a launch soon – I feel like we’re onto something bigger this time. Now that it’s not just a project, now that it’s its own business, I feel like it’s getting the nurturance that it’s needed.

We’re trying to target Black families; we want kids to grow up seeing Black businesses in their house, just how Essence and Ebony used to come to my house when I was a kid. At the moment it’s DMV [D.C. / Maryland / Virginia, USA] focused, but our hope is to do it in multiple cities and to tell the stories of cities through the Black businesses. 

On Black Business and Community

I’m from a suburb of New Jersey. I didn’t get that city life/community life. Our neighbourhood wasn’t communal per se. No community gatherings. For a place like D.C., the businesses have seen the growth of the city, or downfall in some people's eyes. When we first started out, we were talking to the oldest Black bar owner in D.C. – Chuck and Billy's Bison Lounge. They’ve been there for almost 50 years. The owner is from D.C. and he’s been there for so long and he’s seen how the community has changed. After the 1968 riots, he had formed a group for Black business owners. They were meeting once in a while and trying to create change for the community. D.C. was so devastated after the riots. They were a big thing, and to find out what was really going on instead of reading it in a textbook – it’s gold. You don’t get that from a Target. People remember when Target came and how their neighbourhood changed, but no one from Target is going to tell you how they helped all the people who were devastated by the riots, all the businesses that were looted by the riots. 

Our Black Book has really forced me to learn D.C. After doing Our Black Book, I know so many more people in the city. My friends who have come to visit are like “you know everyone!” That’s been really cool – I’ve never had that kind of love from a community. Jersey is very separated; it’s a bunch of suburbs and small towns. You don’t really get a sense of community unless you’re part of a sports team, and that was definitely not me. Here, after doing Our Black Book, I really care about D.C. I care about what happens to it, who’s moving into it, who’s moving out of it. It gives you a different perspective on how the people who’ve always lived there must feel. 

On the Difficulties for Black Businesses

It’s a common myth that Black-owned businesses have bad customer service. It’s really just a bunch of excuses and it plays into the psyche of America – the inferiority complex of Black People. That type of shit is what holds us back, and I need people to change their perceptions around that before they make all these blanket judgements. Even if you do have a bad experience with one Black business, that doesn’t mean you can’t go back. You should tell them; it’s as simple as that. If we’re not talking directly to them, then they’re not going to know. 

People would just doubt Black businesses. They doubt their quality, they doubt that they’re giving them a fair price, people just question the integrity of their business. You wouldn’t walk into a Walmart and ask “why is this so much money”.

I’ve been working for Mahogany Books for two years. I’ve had customers walk in and literally say that they come in here to look at the selection so that they can get it on Amazon. People often question the prices; we’re so used to getting products from Big Box companies that are way cheaper because they have the capacity to make them cheaper. We are so spoiled into thinking things are a certain price. It’s just not fair. People don’t understand that the prices aren’t higher because we’re Black, it’s because we’re a small business.

On Buying Black

I buy Black 80% of the time at least. It’s a little bit harder for food. There’s not that many Black grocery stores in the country anymore. As for Black business owners, It’s time to have variety in the things that we sell. We dominate certain industries like restaurants, but we can definitely do other things that Black people are still looking for. It makes it easier to support more Black businesses when there’s more variety of things to choose from. I’ve almost switched everything from my bath products, mouthwash – everything. Anything you can think of, I can get from a Black business. But it took a long time to get there. For bath products and skincare products, make a list of everything that you might buy – you can find a black business that meets that need that you can go back to. There’s so much product – I’ve found pads and condoms! 

On White People Buying Black and Cultural Appropriation I’m all for white people buying from Black businesses. It becomes appropriative when it’s like “I’m buying all Ankara outfits.” Do you normally buy Ankara outfits? If you’re going to do it, do it authentically. Find stuff that’s true to you and be cognisant of that – it can look like appropriating even if you didn’t mean for it to be. 

When things are being taken from Black people – that’s what I have [more of an] issue with. HGC Apparel had called out a whole bunch of designs on Amazon that are literally copyright infringement. HCG apparel, who made the Black By Popular Demand shirts, called out Jeff Bezos for having all these designs that were directly taken from Black Artists. Same thing with Fashion Nova. They’re taking black designers’ work and making their version of it. If you’re going to wear something with a black print or design or saying, buy it from a black company. You’re supporting them, and then they can say “Oh now we’re in Macy’s.” You’d be pouring money into an underserved community, but when you’re just making your own shit that looks exactly like somebody else’s work, that’s bullshit. Urban Outfitters selling combs or du-rags! They’re things obviously made for black hair, white people wouldn’t even need them!

Buy stuff that you would normally buy, just find it from a Black business. 

As told to Q by Christina Joy. Follow Christina Joy on Instagram @mama_ankh and Our Black Book @ourblackbookmag. This interview appears in Black Voices: A Mini Zine, available for purchase in print and digital download.