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Black women entrepreneurs find niche in spirituality-inspired business


2020 will see the outbreak of the coronavirus Pandemic changed the wayMany Americans worked while many companies closed their doors in order to reduce workplace contamination. People began to look for hope and faith in spirituality and religion as a result of uncertainty surrounding Covid-19. The current spiritual boom for many Black women is more than just a way of connecting to your higher self. It’s also a method to earn money.

Anastasia is the owner of Urban Gurvi Mama Shop. She started her shop in 2017 as a way to provide a safe place for women who are on spirtual journeys. At the outbreak of the pandemic, she said that many people sought to return to their roots.

In the past two years there’s been an increase in people who want to return to their roots. She says that last year I was just as successful being self-employed in my own shop as working for corporate America.

A billion-dollar company

The spiritual wellness market saw significant growth, from crystals and candles to metaphysical practices such as tarot-readings. One example is the psychic business. 2.2 billion dollarsIn 2019, It is projected that this figure will rise to 2.42 billion in 2026.

According to a report by, it is expected that the US will see an increase in psychic services businesses from 93 939 to nearly 100,000 within the next five year. IbisWorld. 

Shantrelle is just one example of many Black women who have found their niche as entrepreneurs in traditional African spirituality. Shoppe Black was founded by Shantrelle Lewis, a hoodooist and co-founder. She used her passion for African Traditional Religions as a means to create a community of Black women who practice them.

She says that the resurgence in spirituality is creating a market that allows people to buy supplies to help them create wealth, promote health and attract all of the positive things they desire.

Black Americans have spirituality that goes beyond the religion of their race

Kiana Cox (a Pew Research Center research associate), stated that although most Black Americans consider themselves Christians, there are many spiritual practices and beliefs they practice beyond Christianity.

Pew’s “Faith Among Black Americans” report asked survey participants 3 questions: Have you prayed at an altar or shrine? Do you have consulted an angel or reader? Do you use incense, candles or sage for your spiritual or religious practice?

20% of Black Americans have prayed at an altar/shrine. 12% claim they’ve used incense or candles to consult a reader. Twenty percent say that they’ve done so.

Cox claims that around 30% of Black people believe prayers can be sent to their ancestral spirits for protection. We have this aspect. A majority of Black people believe in reincarnation, with around 40%. Even though the beliefs and practices that they believe in are not associated with African religions may be shared with non-Christian faiths.

Positive impact of the pandemic

Some Black women were in spirituality prior to Covid and the pandemic helped increase revenue.

Angele, also known as Hoodoo Hussy Conjure Enterprises was a part-time teacher who started Hoodoo Hussy Conjure Enterprises in 2017. Her “spirit medicine” is handcrafted by her combination of her African-American tradition religion and Earth knowledge. Products include spiritual baths, cleansing smoke, and manifestation oils.

Self-described “root worker”, she has managed to save enough money to keep her business afloat during the pandemic.

This isn’t enough to pay all my current costs. She says that the money I earned during the 2020-2021 pandemic was used to improve my game and invest in my business. “Even though it’s been five years since the start of my business, I still have the responsibility for laying the groundwork for future growth.”

Black women are proud of their ability to create your own culture and make it your capital. This is something they want to pass on to future generations. 

I am very focused on leaving a lasting legacy and finishing the work my grandma began. Anastasia: “So being here right now gives me an intense sense of purpose.” “When I’m gone, my children will do this,” Anastasia says.

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