With the introduction of Celebrate Black Makers, Wayfair has increased the selection of home goods from Black-owned companies and made it simpler for customers to shop for them.
In conjunction with the launch, the retailer launched its Supplier Diversity@Wayfair program, which was created with input from Black-owned suppliers like AphroChic and Candice Luter Art + Interiors to support them with specialized resources.
“Through Celebrate Black Makers, we hope our diverse customer base will have the opportunity to shop everyday products for their homes made by Black designers and makers, while also exploring the many unique styles and design aesthetics available to them on our platform,” said the director of Supplier Diversity at Wayfair, Shard Marchewski.
“It is more than fitting that we launch this program at the start of Black History Month, where we honor the struggles and accomplishments of African Americans who came before us, paving the way for generations to come.”
The husband-and-wife team behind AphroChic, Jeanine Hays and Bryan Mason, started the company in 2007 as a blog and product line in response to what they perceived as a lack of representation of Black homes and home décor in the media and in stores. Pillows were the first item in the collection; since then, wallpaper, bedding, and other items have been added.
According to the couple on Wayfair’s website, the Black home aesthetic has played a crucial role in the growth of their brand. African American design is not rooted in a specific color palette, medium or shape but in a particular “feel” that typifies and connects Black homes, they said, “grounded in and reflective of the many diverse moments and experiences that have shaped African Diaspora history generally and African American history specifically.”
Wayfair customers can shop for these and other products through a dedicated landing page, a “Black-owned or Designed” search filter and an identifiable badge featured on applicable product description pages. Wayfair has also created a video series highlighting Black designers and the perspectives they bring to the home industry.
“At Wayfair, we recognize that we’re one of the largest home retailers on the planet, and we’re committed to leveraging our platform to elevate underrepresented suppliers both throughout our business and across the home industry,” Marchewski said.
The business made a feedback form and declared that it welcomes suggestions from clients, present or potential vendors, or aspiring business owners.
For a compiled list of Wayfair’s Black-owned home brands, click here. Wayfair is also asking customers for feedback about the Supplier Diversity program
