Renae Bluitt founded the She Did That Holiday Bazaar to showcase Black women-owned brands in New York City during the holiday season.
The marketplace addresses systemic gaps in retail visibility by providing a dedicated space for Black entrepreneurs to reach consumers during the peak November and December shopping periods [2, 3]. By centering these businesses, the bazaar aims to lift entrepreneurs who often face barriers to entry in traditional commercial spaces [1].
The initiative began in a Harlem beauty shop [1]. In its earliest stages, the bazaar operated with fewer than 10 vendors [1]. Since those beginnings, the event has evolved into an intentional marketplace that highlights diverse categories, including beauty, and fashion [2, 3].
Bluitt established the bazaar as a tool for economic empowerment [1]. The event focuses on creating a curated shopping experience that connects consumers directly with the founders of these brands. This model allows Black women to scale their visibility and sales during the most profitable quarter of the calendar year.
The bazaar continues to operate annually in New York City, maintaining its roots in Harlem while expanding its reach through gift guides and partnerships [1, 2]. These efforts ensure that the brands featured in the bazaar receive recognition beyond the physical event, extending their market reach through digital platforms and curated lists [2, 3].
“The bazaar began with fewer than 10 vendors”
The growth of the She Did That Holiday Bazaar reflects a broader trend of 'intentional spending,' where consumers actively seek out underrepresented founders. By creating a concentrated hub for Black women-owned businesses, the bazaar reduces the discovery cost for consumers and provides a scalable blueprint for niche marketplaces to challenge traditional retail dominance.
