About


We’ve been minding our Black-owned business since 2016.

After the first wave of the Black Lives Matter movement, we wanted to create a way to economically empower the Black community for long-lasting impact.

We launched the ‘Jamii card’, a discount membership designed to make shopping with incredible Black-owned businesses feel like the best reward.

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In 2020, we launched an online marketplace with hundreds of brands from hot sauce to haircare

as well as bustling pop-up shops in the centre of London. Over the past five years, thousands of customers have shopped and supported – and Jamii cardholders have secured money off every time.

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As well as generating £500,000 in sales for Black-owned businesses, we’ve partnered with leading organisations on growth initiatives for entrepreneurs. Including…

  • Compass, an outdoor advertising competition with Bauer Media Outdoor

    that has awarded free high street campaigns to 20+ brands

  • See It Through, a grant fund with a £20,000 donation from Airbnb

    which supported four Black-owned businesses during the cost-of-living crisis

  • R.E.A.C.H, a grant fund initiative in partnership with Liberty Global

    that has given almost £20,000 in grant support to Black entrepreneurs

  • Geared For Growth, a masterclass programme in partnership with Lloyds Bank

    that delivered fundamental business knowledge to 1500+ business owners

    In 2024, we launched our first billboard campaign at Notting Hill Carnival.

    to celebrate standing on (Black-owned) business for eight whole years.

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    In June 2025, we relaunched lovejamii.com, going back to our roots - but bigger.

    The Jamii card now gets you money off more than brands: we’ve launched listings for events, experiences and services too. It’s about adding to your cart and your calendar – with rewards that feel like a first-class upgrade.

    Because we want to make supporting Black things to feel like second nature.