8 Small Businesses I Fell In Love With In 2020

Two of my goals in 2020 were to take self care more seriously and to be more intentional about where I spent my money. Purchases I made from these businesses checked both boxes.

When it comes to shopping on Amazon out of convenience, I am abundantly guilty. Diapers? You’d better believe I’m going to subscribe and save. Shampoo, conditioner, face wash and other toiletries that are running low? Yep. Gimme that two-day shipping.

As a busy full-time working mom, it would be difficult to fully give up the convenience and the lower cost of buying necessities on Amazon. But 2020 woke me up to the fact that I can speak volumes with my money. And where I put my money makes a huge difference to businesses without the resources of the giants.

I decided that supporting Black businesses and other small businesses whose missions struck me would be best when shopping in the “self care” category. With all the money I saved by not going out anywhere, I committed to spending a little extra here and there to take extra care of myself. And really, what’s better than treating yourself to something, and also feeling great about where you spent that money?

Whether the Black Lives Matter movement opened your eyes to the impact you can make by supporting Black businesses, or the economic hardship brought on by the coronavirus pandemic made you more committed to supporting small businesses in general, (or both!), I’ve got some great finds for you. I hope you love products from these businesses as much as I do, and I hope they inspire you to seek out other small businesses to support and enjoy!

Side note: None of the links below are affiliate links, and I’m not making any money by referring these companies and products to you. I am just genuinely excited to shout about them from the rooftops, and hope you’ll join me in some more intentional spending.

1. Glow by Daye

If you’re looking for a little self care for your hair, you’ve got to try one of these deep conditioning heat caps. Just treat yourself to your favorite deep conditioner (mine is from Cantu), or a DIY deep conditioner (my favorite involves egg, honey and coconut oil). Then you pop this cap in the microwave (whoa, right?!) for 30 seconds at a time. Put the cap on your head and let the heat work its magic on your conditioning or oil treatment.

The heat on your head feels heavenly, especially in the winter. And it helps that treatment really get absorbed into your hair. Best of all, you can cook dinner, clean up around the house, or, you know, just cozy up with a good book while the cap does its thing.

2. Not Just Co

If you’re the mom who’s always trying to sneak veggies and other nutritionally-valuable ingredients into your family’s snacks and meals, you’re going to need to order a pantry staple mixed pack from Not Just Co. These sauces and dressings are so delicious, and as the name implies, they’re packed with goodies. I mean, they’ve somehow hidden 10 veggies in their pasta sauce. So impressive.

As this Somerville-based, women-owned business says on their site:

Every jar is packed with delicious clean ingredients. Real, plant-based food that’s gluten-free with no refined sugars. Each product comes with beautiful recipe cards to help you make the most of what’s in your kitchen, and get dinner done on your busiest days. Whether you’re whipping up a quick weeknight dinner, celebrating a holiday, or looking for the perfect food gift, these are the essentials to stock up on.

When it comes to their recipe suggestions, I especially enjoyed their lemon miso marinated chicken and the sweet potato and black bean burgers made with their pesto. And their caramel drizzled on anything sweet is just divine.

3. Frugal Bookstore

It’s easy to get your hands on a book these days by getting one delivered to your Kindle or iPad on demand. And the library is always an amazing resource. But I firmly believe that there are some books that you need to own. Sometimes you just need the joy of physically turning each page. And sometimes you just need to stuff your face inside and inhale that beautiful new book smell. (Is that just me? Cool.)

For example, I regret buying a digital copy of Michelle Obama’s Becoming. Her words had such a profound effect on me, and I’m just going to need to own that book so I can keep it visible and handy. And when I do buy it, I’ll order it from The Frugal Bookstore. I’ve ordered several books from The Frugal Bookstore since discovering them, and I’ve been thrilled with the service.

This Black-owned community bookstore, located in Roxbury, Ma, has a passion for not only books, but for promoting child, teen, and adult literacy. Their mission is to “change minds one book at a time.” So if you’re looking to expand your repertoire when it comes to the type of literature you’re taking in, or you want to be more conscious about reading books by authors of diverse backgrounds, why not support a Black-owned business looking to make a difference in the process?

4. The High Tea Shop

There’s really nothing like a steaming mug of tea to warm your insides and make the world seem a little bit brighter. Last year, I made a goal to upgrade my simple daily pleasures. If I’m going to have tea to cheer myself up during a global pandemic, it should be the best tea that I can get my hands on. Luckily, I’ve found that tea. And it comes from a company created by two passionate Black women.

The High Tea Shop currently features 5 unique loose leaf tea blends. I’m looking forward to trying all of them (except for the ‘Mango Morning Brew,’ and only because I’m allergic to mango). I ordered ‘The Better Tea,’ which includes peppermint, rosehips, and ginger, and tastes like winter heaven in a mug. And my mom was a huge fan of the canister of ‘ChocoLatte Chai Tea’ I got her for Christmas.

If you’re looking to upgrade your tea, I encourage you to order your next canister from these tea makers. You can feel good about where your money is going while you sip on that cup of beautifully fragrant calm. What could be better?

5. BLK & Bold

Once you’ve got your tea from a Black-owned business, you can move right along to coffee from a Black-owned business. The coffeemakers over at Blk & Bold seem equally passionate about what they do, and the quality of their coffee speaks to that passion.

You can buy Blk & Bold coffee directly from their website (and they do feature deals and discounts there). But you can also buy their coffee from giants like Target, Whole Foods and Amazon. So if you’ve got Amazon Prime, get that free shipping and support a Black business at the same time.

To be honest, I ordered a blend that was a bit too light for my taste (La Guadalupe, Honduras – Single Origin). But it was still delicious, and I look forward to ordering a darker roast next time.

6. Aavrani Skin Care

I originally saw these products featured on The View. (I vaguely remember engaging in some retail therapy during a ‘View Your Deal’ segment. No regrets.) They were featuring a skin care package from Aavrani that included an exfoliating facial scrub, a toning serum, a whipped moisturizer, and a rejuvenating eye cream.

As a biracial mom who frequently straddles two worlds, the words of Aavrani’s CEO really resonate:

My parents immigrated from Kolkata to Detroit in 1986. They were born and raised in India, while I was born and raised in Michigan, so I grew up bouncing back and forth between cultures – too Indian or too American at any given point in time. AAVRANI honors my beauty and celebrates my duality by uniting my worlds: clinically-proven, modern-day routine and ancient, all-natural rituals.

The products really do feel luxurious on your skin. And you can tell that they have natural roots. Her products are made without mineral oil, parabens, sulfates, irritants, synthetic fragrances, or animal cruelty. And yes, they are a bit on the pricey side (like I mentioned, I scored a deal on them). But if you’re looking for a skincare splurge, these products are absolutely worth the extra cost.

7. NaturalSisters

This Etsy shop has got a lot to love. But circa June 2020, I was looking for a little empowerment from a Black-owned shop. So I went ahead and ordered two tops. I think they speak for themselves, and I wear them when I feel like I need a little extra energy or strength.

Natural Sisters’ shop originated from Natural Sisters Hair Salon in New York City, so they’re first and foremost a place to grab great hair care and hair growth products. But whether you’re looking for empowerment or personal care products, I suggest you check out what this shop has to offer.

8. Southern Elegance Candle Co.

Nothing says self care like lighting a candle and basking in its glorious aroma. So when I found this Black-owned candle company, I couldn’t wait to place my order.

Soy wax blend candles made by Southern Elegance are lovingly-crafted with fond memories in mind. In their own words:

Southern Elegance strives to create candles and bath products that capture who we are as a couple, a family, and Southerners growing up in small towns, spending summers with Grandma, working in the fields during the week, fishing on the weekends, singing in church on Sundays, catching lightning bugs at nights, sipping sweet tea to cool off from the summer heat, swimming in the Oceans, hanging with friends, canning jams and making cobblers from the fruit trees in the yard and enjoying the simple life.

My most recent candle purchase was their ‘Fireside’ scent, and it smells like you’re sitting around a bonfire on a crisp fall evening. I’m already looking forward to trying another scent (I’ve got my eye on their new Southern Sunshine candle).

Your Turn

Alright, now it’s your turn to tell me about your favorite small businesses. Where do you go when you want to practice some retail therapy and simultaneously feel good about where your money is going?