Online shopping platform pushes back at major retailers who rolled back Diversity, Equity, and Inclusion initiatives
After taking office, President Trump took aim at Diversity, Equity and Inclusion (DEI) initiatives, signing an executive order which rescinded DEI policies in the federal government.
Along with signing that order, Trump encouraged "the private sector to end" what the order alleges are "illegal DEI discrimination and preferences."
In response, numerous businesses -- including major retailers -- reacted by shuttering DEI initiatives.
Now, a new movement is sweeping the country, seeking to support small, diverse business owners.
Shoppable content expert Candi Carter came up with her solution to the DEI rollback: ShopRedBag.com.
ShopRedBag.com is an online platform which directly supports small companies -- which in total, generate nearly two million dollars in revenue yearly.
To date, the site features more than 100 brands and counting.
"You don't just buy from one race or one gender, you buy from everybody. So in numbers, if were going to be shut out, guess what? We are going to do it ourselves," Carter says.
The site allows users to browse several categories, buy a wide range of items from businesses owned by African-Americans, veterans, women, those in the LGBTQ+ community, and others.
"We realized that, that DEI rollback, that announcement was kind of like a cry call for them to say 'everybody stop,'" recalls Tracy Vontelle Green, co-owner of Vontelle Eyewear, a size-inclusive eyewear brand. Launched in 2020, their product seeks to comfortably fit those with different face structures.
At Harlem Haberdashery, Vontelle glasses are in high demand. The same is true on ShopRedBag.com.
At one point, when Vontelle was on the verge of a big deal with a major retail partner, the retailer switched gears.
"They immediately backed out and said we're going in a different direction ... that was thousands of dollars," said Vontelle Green.
Carter encourages consumers to consider supporting small, diverse business owners. She's sure it can make a difference.
"Look, you don't have to spend every dollar you spend every month at ShopRedBag," Carter says. "But what if a million people spend a tenth of what you spend every month, and the sales go directly to the brand?"
