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About HellaBlack

Our Story

“It is about celebrating Black businesses and catering to a market that has long been underserved. We are about empowering Black entrepreneurs.” - Founders, HellaBlack^TM

Our Mission is simple

To promote and elevate the stories behind the Black business owners, their brands, and celebrate the creativity and excellence of the African American community. HellaBlack is committed to providing a best-in-class e-commerce experience with the most sought-after Black-owned brands and products. Learn more about The HellaBlack Mission .

HellaBlack began in 2019 – the brainchild of Love-Leigh Trimiew, a thriving computer scientist. The brand started as an idea before quickly expanding into a sleek site that elevates Black businesses to tell their stories. She teamed up with her cousins, Layla Nielsen and Natalie Robinson to create an unrivaled, shopping experience that connects brands to a wider audience.

The three co-founders grew up in the Washington, D.C. area, where their twin mothers, Kelly and Maze Tesfaye, started the iconic jazz club, Twins Jazz, over 33 years ago. As children, they witnessed the long nights at the smoky club and the sacrifices made for them to attend private school. They were cared for by relatives while the Twins worked late shifts to provide for the family as single mothers. Their family story inspired them to start HellaBlack.

Layla, the Chief Marketing Officer of HellaBlack, is the international marketing mastermind delivering over 15 years of bankable integrated marketing campaigns. Natalie serves as Head of Supplier Relationships. She is responsible for identifying and recruiting vendors, ensuring a smooth onboarding process and seller experience.

HellaBlack wants to tell the stories of all of the Black entrepreneurs living out their dreams. HellaBlack wants to repackage your story in a way that’s authentic, navigate the digital space with maximum effectiveness, and optimize your business strategy to increase your reach and grow.