For a decade, Jamii has been one of the UK’s foremost champions of Black-owned businesses. As founders, we’ve spent so much time focused on building that we rarely stopped to look back and understand the scale of what we created. A platform that began with a frustration – that incredible Black-owned businesses were often hidden in plain sight – became a movement that generated over £1 million in growth opportunities and sales, created new pathways to visibility, and helped shape how people discover and support Black-owned brands.
When we launched in August 2016, we were acting on a brewing feeling in the Black community: that our businesses are central to economic empowerment and cultural expression.
What made Jamii different was never just the directory of businesses. It was the feeling we inspired: the experience of discovering something new, the pride of supporting a founder’s dream, the reminder that Black-owned businesses were not a niche category but a part of the wider fabric of culture, creativity and commerce.
As sisters, we’re often asked what it was like to build a business together. At 22 and 20, we’d already spent a lifetime learning how to navigate conflict, communicate honestly and understand each other. We had deep trust, a strong foundation of loyalty and the confidence that even when we disagreed, we would still understand and forgive each other.
Eventually, we raised investment which allowed us to go full-time, build our team and establish the partnerships that helped cement Jamii as a leading community platform. By 2020, Jamii had become a go-to source for the best of Black-owned.
We all remember how George Floyd’s murder catapulted conversations around racial inequalities into mainstream awareness. ‘Black-owned’ became the buzzword and organisations raced to declare anti-racist agendas. Any Black-led brand active then will tell you that the scale of support and patronage during that summer was unprecedented (and that it never reached the same heights again).
The moment taught us something important: visibility is powerful, but sustainability matters more. A sudden wave of support can create opportunity, but it can also create unrealistic expectations and pressure. For founders, what feels like a breakthrough can quickly become difficult to maintain.
From 2020 onwards, our mission evolved. We worked alongside organisations to create opportunities designed around the realities of Black entrepreneurs. Through masterclasses, mentorship programmes and grants, we supported thousands of founders.
Our research directly contributed to securing a £20,000 grant fund for Black-owned businesses through a donation from Airbnb. Our Compass partnership with Bauer Media Outdoor has given Black-owned brands over half a million pounds worth of outdoor advertising since 2021.
Since then, we’ve watched an ecosystem develop around Black entrepreneurship. Support networks have grown, resources are more available, and conversations about the challenges facing Black founders are happening in rooms where they previously weren’t.
But building a purpose-led company also means accepting that the world around you changes. A mission that felt urgent in one cultural moment may be harder to sustain in another. Building Jamii required significant sacrifice from us, which didn’t always feel like it paid off.
“We’ve watched an ecosystem develop around Black entrepreneurship”
On reflection, we’d make a few different choices if we had the time again: at points we prioritised the ‘mission’ over the ‘business’, which held us back; as young, first-time founders we wish we’d had an advisory board with more experience and expertise to help us navigate challenges and expand our thinking. Events in our personal lives upended us professionally. As with any business, our story is littered with mistakes and ‘what if’ moments – although the journey itself has been incredible.
As individuals, we’re as passionate as ever about celebrating Black creativity, identity and achievement. As founders, we’re ready to end this chapter: ten years feels right. We are proud of our achievements and eternally grateful to every partner, client and customer who make up our community.
Khalia and Courtney Ismain, founders