Cultivating Black excellence.

Green Label is a Richmond non-profit working to close the racial wealth gap. Our initial focus is on excellence through Black business ownership.

A city where access and opportunity are not determined by race.

— WHERE WE BEGIN —

To bring this vision forward, our initial focus is on Excellence through Black business ownership.

We envision a Richmond where the systemic barriers to wealth creation through education and entrepreneurship have been erased and generational wealth transfers are standard.

We envision a Richmond where inequity and injustice do not hinder Black residents from thriving.

We envision a future where Black Richmonders have increased monetary savings, home and appreciating asset ownership, quality educational opportunities, and time to pursue passions and leisure.

Green Label seeks to inspire, encourage, and Collaborate— modeling the excellence we ask of others.

  • Inspire.

    We inspire Richmonders to be intentional about reversing the effects of our shared racial history.

  • Encourage.

    We encourage Black business owners to operate at their highest level, and connect them with the educational, staffing, training, and capital resources to do so.

  • Collaborate.

    In the spirit of collaboration, we invite everyone into this work. We partner with groups on a similar path and highlight other organizations and individuals elevating Black businesses and supporting Black people.

  • Model.

    Green Label and our board will model the excellence we want our featured business owners to embody.

We envision an equitable Richmond where all Black residents can thrive and flourish.

— OUR VALUES —

What we Stand on.

  • Richmond has a history of thriving Black business. Our city is home to Jackson Ward, the nation's first historically registered Black urban neighborhood and a National Historic Landmark District. In the early 20th century Jackson Ward had its own self-sustaining economy, earning the area the title of "Black Wall Street."

    Black entrepreneurship thrived in Jackson Ward, which to this day includes historic properties like the home of Maggie Walker — the first woman to found and be president of a chartered bank in the United States — and the Hippodrome Theater, where Duke Ellington, Ella Fitzgerald, Bill "Bojangles" Robinson, Lena Horne, Cab Calloway, Billie Holiday, Nat King Cole, James Brown and others performed.

    As the country shifted through the Civil Rights Era, legislation was enacted to prevent Black participation in economic growth. Black residents were denied access to financial literacy, to capital, and to business ownership. It is now our responsibility to reverse the effects of those who sought to dismiss Black participation from the economic landscape, which still continue to hinder the emergence and growth of Black businesses today.

    By buying Black first, we support the efforts of Black business owners and initiate an intentional wave of action that supports our local economy, narrows the racial wealth gap, and encourages Black businesses to strive for excellence. We foster community building through cheerleading. We will promote all Black businesses and call attention to those who consistently meet the standard of excellence.

  • We encourage continuing education and ongoing professional development that will strengthen both the business and the individual business owner. We embrace a growth mentality and deliver difficult truths with love, calling all business owners to operate with a standard of excellence.

    Our methods are collaborative and solution-oriented. We are here to inspire business owners to reach higher, while also allowing them to inspire one another as they progress and grow.

  • We believe that Black business owners in Richmond, VA are doing amazing things. We want to put a spotlight on those entrepreneurs who create excellence through their businesses. We acknowledge the hard work of building systems and processes that ensure an amazing customer experience, and share best practices across the entrepreneurial community so that all businesses have the opportunity to thrive.

  • We choose to boldly acknowledge the elements of American history that had a detrimental effect on the Black community and its physical, mental, and economic well being. We actively plan and promote communal healing, growth, empowerment and progress through speaking truthfully about our shared past.

  • We understand and acknowledge the hard work of Black creators. However, we believe Black creators are worthy of celebration for BEing — not just because of all their contributions and creations.