Empowering Black-Owned Design Brands: BLMAI Returns for Its Third Season with The Folklore and Shoppe Object

The Folklore has partnered once again with Shoppe Object, New York’s leading home and gift trade show, to launch the third season of the Black Lives Matter Action Initiative (BLMAI). This initiative is designed to remove barriers and increase wholesale access for Black-owned brands in the home, lifestyle, fragrance, stationery, and décor categories. Applications are now open for the Winter 2026 BLMAI cohort, and close on November 4, 2025.

Increasing Access to Wholesale Growth for Black-Owned Brands

The BLMAI program provides a pathway for emerging Black-owned design brands that are ready to expand into wholesale distribution and retail partnerships. Many independent founders face steep challenges entering the wholesale market, from trade show costs to limited buyer access. BLMAI directly tackles those barriers by providing opportunity, visibility, and long-term business support.

"Trade shows remain one of the most powerful gateways for brands to grow their wholesale business," said Amira Rasool, Founder and CEO of The Folklore. "Through our continued collaboration with Shoppe Object, we are providing Black designers with the resources and exposure to thrive in global markets."

What Selected Brands Receive

Chosen BLMAI participants will exhibit at Shoppe Object Winter 2026, taking place February 1–3 in New York City, and receive a full year of growth support through The Folklore's commerce technology platform and Shoppe Object's industry network.

Each selected brand will receive:

• Sponsored 4 × 8 ft booth at Shoppe Object Winter 2026

• Wholesale sales and trade show mentorship

• Access to retail buyer introductions and press visibility

• One year of digital wholesale promotion via Shoppe Online

• Inclusion in The Folklore’s global marketing communications

• One year free on The Folklore Essentials plan, including:

  • Multi-channel selling tools

  • AI product optimization

  • Wholesale tools

  • Discounted global shipping

  • Flexible payment solutions

  • Educational business resources

  • Community support

This program is designed to accelerate growth for brands ready to scale strategically in the global retail and wholesale marketplace.

Who Should Apply

The initiative is open to Black-owned independent brands across the home, gift, lifestyle, fragrance, stationery, and décor industries who are wholesale-ready. Ideal applicants should have:

• Inventory or production capacity

• Wholesale pricing structure and line sheets

• Professional storytelling and product presentation

• Interest in scaling through retail partnerships

Proven Impact

BLMAI alumni include EDAS, Mi Cocina, Studio Badge, Vontélle Eyewear, Ashima, and Sanctuaire. Past participants have gone on to:

• Secure new wholesale partnerships

• Expand into retail distribution

• Grow press and media visibility

• Build sustainable operational systems for growth

The initiative continues to be one of the few programs directly connecting Black-owned businesses to high-value wholesale channels.

 

A Continued Commitment to Equity in Design and Retail

For its third installment, BLMAI will deepen brand visibility within Shoppe Object through:

• A dedicated BLMAI show pavilion

• Blade signage highlighting participating brands

• Buyer matchmaking and showroom introductions

• Press amplification across partner media channels

• Continued support from The Folklore and Shoppe Object teams

Additionally, select BLMAI candidates may be considered for Shoppe Object’s Art of the Season (ATOS) program.

Apply Now

Applications are now open.

• Application deadline: November 4, 2025

• Show dates: February 1–3, 2026

• Location: New York City

• Apply: https://shoppeobject.com/blmai-info

To learn how The Folklore can support your brand, sign up for a free trial today or book a demo call.