NYU Student Creates Visual Directory “Black Beryl Co.” for Black Businesses
The Instagram page has become a creative marketplace for smaller Black businesses across the globe.
Just like everybody else, NYU sophomore Efiba Kyiamah found herself very bored during the lockdown last year. Things took a turn, however, with the resurgence of the Black Lives Matter movement, spurred in part by the murder of George Floyd and the subsequent protests which were held nationwide. For Kyiamah, this was the moment when everything changed, especially with regards to her relationship to and perspective on the quarantine. With BLM once again part of the national conversation, people began finding ways to uplift Black Americans that extended beyond just protesting, such as supporting Black businesses.
“I was just on my phone all the time,” Kyiamah said. “When these events were happening, I was just consuming a lot of media, and I was feeling quite overwhelmed and so I had to take a step back.”
But after seeing a rise in support for Black businesses online, especially on Instagram, she thought of ways she could do her part. That July, Kyiamah created Black Beryl Co., a visual directory of Black businesses on Instagram. “The idea has always been something that I had, and I just wanted to do something positive for the community and myself,” said Kyiamah.
Her page is filled with vibrant collages dedicated to the unique sensibilities of Black fashion, beauty, and wellness brands. The idea to present these things via collage came to fruition when Kyiamah picked up Photoshop as a quarantine hobby.
Kyiamah, who studies marketing at Stern and BEMT, admits that the project has helped her become a better student and creator.
“I didn’t really understand what path I wanted to go in marketing,” she said, because “you can apply to different areas. So I was like, okay, let me create my own platform and see where this will take me. I don’t know if I want to work in fashion or entertainment, but those are my interests…as a marketer, it’s about creating a story and getting people engaged. That’s exactly what I’m trying to do. The mission is that I want people to be drawn in and go support somebody else.”
The goal of Black Beryl is not only to raise awareness of different Black-owned businesses and brands for those who come across the page, but also to spotlight Black businesses that are still up-and-coming. Kyiamah often takes commissions for brands and finds it rewarding to not only build her portfolio, but to be able to work alongside amazing Black-owned businesses as well.
“It’s helped me build on my own skills, and of course I’m adding it to my resume,” she said. “But I like putting my energy and my creativity into something that’s able to help other people. I’m just really happy that I’ve been able to do this.”
Each collage perfectly captures the essence of their respective brand. Kyiamah said for her the process to ensure the visual comes together is an extensive one. The first step is adding a brand to her database.
Her research began when infographics on Black business were floating on social media in the summer. Nowadays, she receives requests from others of relatively small businesses — some even founded by NYU students.
“I love when people send me different brands that they love.” “Of course, we know the Telfars and the big luxury black-owned businesses, but what about the lesser-known ones,” said Kyiamah. Kyiamah referenced KAI, Free the Youth, Brandon Blackwood New York, by.wuzzy, Kmi Studios, BATA NYC, Atto Tetteh, ROYAL.2 as her favorite small brands that everyone should look out for.
The future of Black Beryl remains unknown according to Kyiamah. Her main goal for the page as of now, though, is to expand her follower count. In addition, Kyiamah dreams of creating a global campaign for Black-owned businesses one day — mentioning Rihanna’s SAVAGE X FENTY line as a possibility. “Anything of that caliber would just be amazing,” she said. With the passion she brings to her page, there’s no doubt a Black Beryl production will arrive soon.
While sharing a post or buying from a business is great, she voiced that support should be continuous, rather than convenient. “The energy does not stop once you’ve posted a list of ‘10 Black-owned brands you need to support.’ Are you supporting them just today? What are you doing in your daily life to help further the importance of Black voices? That’s what it comes down to.”
