The past few months have seen millions of people wake up to the realities black people face every day of their lives and people across the world have vowed to become better allies and ensure they are actively anti-racist.
There are many ways people have been taking steps to become better white allies – from understanding white privilege to writing to their MP regarding #BlackLivesMatter or using books, podcasts and documentaries to educate themselves on anti-racism. But in addition to all of these incredibly important actions, purchasing from black-owned brands is another important way to support a devastated and struggling community.
We need to keep this conversation and our commitment going, which is why GLAMOUR is seriously here for Jamii – a brand pushing the envelope for the economic empowerment of black community wealth.
Launched in 2016 and meaning ‘community’ in Swahili, Jamii is the brainchild of entrepreneur Khalia Ismain whose mission is to support the economic betterment of black communities through business development.
Jamii allows the public to consciously and conveniently access over 170 brands across beauty, fashion, lifestyle. One of the main way Jamii incentivises shoppers is via a Jamii card, which provides holders with exclusive discounts.
The Jamii card works just like a Time Out card; you sign up online, buy a card for £14.95, and get a year’s worth of discounts from an incredible range of black-owned businesses.
“We launched in August 2016 and we’re on a mission to make shopping at black-owned brands as seamless and instinctive as any other,” she says of her brainchild.
“We support and showcase bright and brilliant founders. Buying black isn’t a radical, reactive act; it’s the way we preserve and celebrate Black Britishness. It’s common sense for the consumer who cares about sustainability, quality, authenticity and representation.”
The Jamii card saves you up to 40% on each purchase when shopping with one of the brand’s partners. It works online and offline, lasts for a year and you get unlimited usage. Major.
“On the surface, it might seem like we’re about saving money, but really Jamii is about pride in who we are: we’re promoting the beauty, ambition and strength of the Black British community,” she continues.
“We’re encouraging people of all backgrounds to embrace the magic of our people, our culture, our past and our future. These are the ideas at our core: respect, identity and unabashed blackness.”