'Loudoun Shops Black' Site Supports Black-Owned Businesses

LOUDOUN COUNTY, VA — A new website in Loudoun County is providing a resource for residents who want to support the county's Black-owned business. Started in early July, the site, Loudoun Shops Black, already has almost 100 Black-owned businesses listed in one place.

Businesses can fill out an online form with information about their business, and Loudoun Shops Black will add the information to the site. The website has several business categories — from financial services to dining/treats to fashion to real estate — that assist consumers who want to support Black-owned small businesses.

Site founders Leah Fallon and Danielle Nadler launched the website on July 7, Blackout Day, a day when "supporters of the Black Lives Matter Movement are encouraged to not spend any money for a full day in hopes of attaining attention and resolve to end police brutality and racism."

"We wanted to highlight the Black-owned businesses in Loudoun as a way to show support," Fallon said in an email to Patch.

Loudoun Shops Black has about 100 businesses on the site so far and about 20 more in the queue to list. The site is free for the public to use as well as free for members to get their businesses listed. Fallon and Nadler are not profiting from the site.

"To understand why supporting Black-owned businesses is important, people need to realize there is a racial wealth gap in communities of color," Fallon said. "By supporting local Black-owned businesses you're helping build generational wealth for families — something that's been impossible for many because of institutional racism."

Britta Neel, a Realtor with Keller Williams Realty in Ashburn, said she joined Loudoun Shops Black after learning about it through Fallon, a friend of hers. Fallon "has the biggest heart and is always looking for ways to help others," Neel said in an email to Patch. She serves home buyers and sellers in both Loudoun and Fairfax counties.

"I absolutely believe that promoting Black businesses is very important as it will build Black people financially and even promote employment for us and everyone else at that," said Neel, who serves both Loudoun and Fairfax counties.

Loudoun Shops Black is not trying to take anything from other small businesses. "Shining a spotlight on Black-owned businesses gives consumers more options besides Target, Amazon and other huge corporations turning record profits in 2020," she said. "We want Loudouners to be intentional about where they shop and find services — where you spend your dollar matters."

The website suggests residents support at least one Black-owned business each week.

Only 2 percent of Black Americans’ buying power goes back into the Black community, the site explains. A Northwestern University study found that if middle class Black families increased that spending just slightly from 2 percent to 10 percent, it would create 1 million jobs in underserved Black neighborhoods.

Fallon said they've had a positive response to the Loudoun Shops Black website. "I've had the opportunity to make connections with business owners, and they've shared that they've seen an uptick in business since the site launched and received media attention," she said.

Fallon and Nadler have formed a board with business owners that they expect will help make the site better and guide them on the best ways to meet the needs of its members.