Three local women have launched a new technology company that focuses on connecting Black businesses with Black consumers who consciously want to shop Black.

Founders Layla Nielsen, Natalie Robinson and Love-leigh Trimiew launched HellaBlack, an e-commerce marketplace for Black retailers and Black enthusiasts on Tuesday, May 18.

They say HellaBlack disrupts the status quo and redefines the meaning of being “HellaBlack,” by providing a community-curated marketplace where Black-owned businesses are showcased, celebrated, and highly sought after by conscious consumers.

They also want HellaBlack to become a premier retail shopping experience where discovering your favorite Black businesses is made simple, no matter the product you are seeking.

The retail categories for the online platform include: women, men, kids, fabrics, celebrations, beauty, home and art.

HellaBlack says it will feature an array of niche product lines and classic staples found throughout the diaspora.

Daughters of Ethiopian immigrant twin sisters, who owned the jazz club, Twins Jazz in Washington, D.C., the HellaBlack founders say they understand the importance of legacy.

Growing up in a household of passionate female entrepreneurs ignited their relentless pursuit to empower other entrepreneurs to ultimately strengthen Black families, according to the women.

“I want companies, families, and organizations to thrive in our community and produce generational wealth,” said HellaBlack Founder Trimiew.

With its mission to lead a movement that recognizes, respects, and reinvests in Black communities, two percent of all platform sales will be given to organizations who share the sentiment of strengthening local economies and generating wealth within underserved Black communities, says HellaBlack.

The company is also rolling out the HellaRich Business Education Resource Hub, which will hopefully “propel Black business owners to greater levels of excellence and efficiency.”

Designed by industry experts, “The Hub” comprises a curated curriculum, tools and resources with topics ranging from social media management, customer service and retention, product and service pricing strategies, shipping essentials and much more, says the group.

“An effective digital marketing strategy can open up new revenue streams,” said Layla Nielsen, co-founder and CMO. “The hub is our community’s secret weapon to capturing market share and scaling.”

For more information on how you can become a HellaBlack retailer, strategic partner, or sponsor, visit

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Sarafina Wright –Washington Informer Staff Writer

Sarafina Wright is a staff writer at the Washington Informer where she covers business, community events, education, health and politics. She also serves as the editor-in-chief of the WI Bridge, the Informer’s...

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