April 30, 2025 • 29 mins
In this compelling episode of the Beyond Normal Podcast, we sit down with Gloryah Allen, the innovative mind behind BlackGoodsAndServices. Gloryah shares her journey from her roots in advertising and experience design to spearheading a pivotal platform that elevates black-owned businesses. Discover how her unique blend of creative talent and strategic thinking is reshaping how black entrepreneurs gain visibility and support.
Join us as Gloryah discusses her latest projects and the transformative impact of her work on the community. She delves into the challenges and triumphs of advocating for black business visibility and the importance of having a dedicated platform where the black dollar is valued and celebrated. Whether you’re a business owner or a supporter of economic equity, this episode offers a deep dive into the ways we can foster a more inclusive business environment.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Kenny (00:33):
Welcome, welcome to another great episode of The
Beyond Normal Podcast.
I'm your host, Kenny Groom.
I have a very special guest whois working on such a timely
initiative around black,businesses of directory, where
we can all find incredible.
Black business owners, they'realso in a creative as well, in,
(00:54):
in, the ad space.
And so I'm really lookingforward to this conversation.
Without further ado, let'sbring, Gloryah Allen to the
stage so we can discussblackgoodsandservices Love the
name.
How's it going, Gloryah
Gloryah (01:08):
Yay.
Thank you so much.
It's going good.
it's Sunday.
It's a great day.
It's sunny outside and not toocold.
Kenny (01:17):
Mm-hmm.
Yeah, we've been having somecrazy weather, really
nationwide.
And so, things are definitelysupposed to heat up, this time
of year in terms of weather.
And so, we're in the midst oflike, this is like the holiday
season, right?
There's something to do everysingle month, and so we gotta
know where to shop, right?
(01:37):
And so, you're working onblackgoodsandservices which I, I
definitely think we all aregonna need to tap into, during
this season.
whether it's, Valentine's Day,what's coming up next, St.
Patty's Day, whatever, whateverthe, whatever the celebration
is, there's a black business outthere, with a product for us,
(01:59):
right?
Gloryah (02:00):
For sure.
For sure.
I
Kenny (02:02):
love that.
And so let's talk, let's take astep back.
What were you doing beforeworking on
Gloryah (02:08):
goods and services?
Kenny (02:10):
blackgoodsandservices I.
Gloryah (02:27):
museums.
And before that I had just gotmy graduate, at, in Richmond,
Virginia for advertising.
So I, I specialized inexperience design, and have just
done experience design indifferent industries so far.
Kenny (02:42):
I love that.
Appreciate you giving us thatbreakdown there, Gloryah around
your background in advertising.
I don't necess hear too manypeople, going the route when it
comes to getting their degree,it sounds like from an undergrad
and a graduate perspective in,advertising.
So I'm curious like.
(03:04):
Has, has that been something youknew for a long time that you
would, you would be gettinginto?
Like did, were there signs of asa teenager that you were gonna
be going into the ad space?
I'm curious.
Gloryah (03:14):
No, honestly not at all.
So it, the idea of me going toadvertising kind of started my
last year of college.
I knew that I, so a little bitabout me, I was an economics and
an art major, art double major.
So I did economics and I did anart major together.
So I always knew that mypassions were like very oil and
(03:36):
vinegar who, who likes to doeconomics but also likes art in
some way.
so I always knew that, yeah, thethings I wanted to do were a
little bit oil and vinegar.
And it wasn't until my last yearwhere they actually had an
advertising kind of like sprintor workshop class.
That you could do for the wholeyear for two semesters where you
(03:58):
compete in an advertisingcompetition and they give you a
brand, it's called, I think it'scalled naac, national Student
Advertising Competition.
And I got into the class youhave to apply to it.
Got accepted into the class andrealized like, oh, advertising
is actually the space where Ican be creative and also
strategic at the same usuallylike with economics, those
(04:21):
people are gonna be more.
M statisticians or, you know,working for the government in
the public sector, which isgreat.
And then artists, they're doing,like really high end design or
they're going to, you know,pursue that a little bit
further.
I really liked that.
Advertising was somewhere in themiddle.
You get to be creative, you getto be artistic, but you also get
(04:42):
to be strategic and you get tounderstand why people do the
things they do.
So from that class, I found outabout.
My graduate school that had amajor or concentration in
advertising specifically,experience design.
And I was like, oh, that'sexactly what I've been looking
to do this whole time.
Didn't know about it until mylast year.
Kenny (05:04):
I love that.
it seems like all your passionsare meeting into this one, like.
Space that you found.
And like you said, it was alittle bit like, I, I like how
you put it, like oil andvinegar.
Gloryah (05:18):
Mm-hmm.
Kenny (05:18):
right?
Being like a, like a somewhat ofa data nerd, but then like you
have some, you, you have someinterest in the arts.
Gloryah (05:27):
Right.
And so
Kenny (05:28):
I definitely think that AB space is a perfect union of
that right now as we see.
You think about like, uh,traditional advertising mm-hmm.
Meeting like the, the big techsof the world where they're doing
like ad tech and stuff likethat.
Gloryah (05:43):
Mm-hmm.
And
Kenny (05:43):
so you're in a great space.
So I'm curious now that you're,you've been in advertising, for,
for, you know, for, for quitesome time now, a few years.
Like how has it been?
How has your experience been?
(06:04):
wit working with brands thatfocus on minorities?
Yeah.
Like, have you had thatexperience in the ad space yet?
Gloryah (06:16):
For myself, I fortunately have, I actually
just finished a project lastyear called, partnered with
Advil.
It was called Believe My Pain,and we're actually, I'm doing
part two of it too, but, it wascalled Advil, believe My Pain,
which, Strives to address painbias, inequity in the healthcare
(06:38):
space.
So a lot of the times people,black people who are going into
the hospital or going to thedoctors, a lot of time they're
just not heard and their painisn't addressed.
That there used to be astatistic still is, but we know
that it's wrong, is that blackpeople didn't feel as much pain
when it came to, whatever waswrong with them or their
(07:00):
ailments.
So if you were telling a doctor,you or me, were telling a doctor
that, you know, something'swrong.
They just didn't believe you asmuch.
And also too, I think just thehistory with our country, there
is a lot of bias, towards blackpeople.
And the healthcare space isn't,isn't one that isn't ignored
(07:22):
when it comes to the bias.
So we made this website and it'san entire initiative.
There's a lot of creative withit.
They did an entire round tablewhere they spoke with Dr.
Uche Blackstock, who was a blackdoctor, black women doctor, and
four or five people, told theirstories of the pain inequity
that they experienced in thehealthcare space.
(07:44):
So a lot of, black women aremore, susceptible to like,
fibroids, and the pain thatcomes with that, you know, they
just tell you, oh, it's justcramps or something.
And then you find out you havelike these masses that are,
Building up in you and you need,they need to be addressed.
Another man talked about like, Ithink it was like with heart,
some chest issues, heart issues,that, that just kind of went
(08:07):
ignored until it becomes soserious that they can't ignore
it.
So it's like, how can we givepeople, like me as a patient or
and or doctors to address thatbias in the healthcare space and
it's in partnership with Advil.
Kenny (08:26):
I love that.
I love that story.
There, there, there's a couplethings there that you touched
on.
the first thing is around likethe black consumer, um, like.
like.
like For, for, for bigenterprises, right?
(08:47):
Like you mentioned Advil, whichis a really big, company.
They're part of a conglomerate.
Gloryah (08:51):
Mm-hmm.
Kenny (08:51):
Like.
the, the, their black consumerbase is a business within
itself, right?
Mm-hmm.
And so there needs to bespecific stories told, just a
specific kind of like valuethat's displayed for that, that
black consumer
Gloryah (09:09):
for sure.
Kenny (09:10):
And so I'm curious, like how, now that you're working
blackgoodsandservices let'spivot a little bit, like mm-hmm.
what, what are, what are youpulling into building this like
that, those experiences that youhave for campaigns for like a
Advil and bigger brands, likewhat are you able to pull from
(09:30):
those bigger brand, experiencesinto what you're building now
with blackgoodsandservices
Gloryah (09:37):
That's a great question.
I think right now, at least whatI've been able to focus on is
the network of black people andalso the.
I guess three things.
One, the network that comes withblack people, the, messaging
that comes with us.
Like, you know, it's a blackMcDonald's, a when you see it,
(10:00):
like there's a certain way that,advertising, talk to us.
but then also I think about, orsomething that I wanna focus on
is the black dollar.
Like no one else is gonna pullus out of whatever oppression
they've put us in.
It's up to us.
Unfortunately, but it, it's upto us and we have the power to
(10:21):
do so.
There's like a, I think for inthe next five years or so, the
black dollar is gonna be worth$1trillion just in the US economy,
meaning like we spend our mon,our dollar circulates 1 trillion
times,$1, 1 trillion timeswithin our economy.
(10:41):
So how can I, with black goodsand services.
Make sure that dollar that'sbeing cycled is then going back
into, or circulating back intoblack businesses and black
families and black households.
Mm-hmm.
And things like that.
So, yeah, that's, those are thethings I really wanna focus on
is how can we decentralizeourself from the, the, the idea
(11:04):
that, we can only supportourselves with other people when
we can do it ourselves too.
Kenny (11:16):
I love that.
I love that.
I'm, I'm curious, a, as you'veworked with bigger brand, is
there, is there something thatblack business owners, is is
there something that we, weoften overlook in in terms of
our story?
um, that bigger brands, like inAdvil and some of the companies
(11:38):
that you've worked with, they,they, they leverage.
You know, a little bit moreeffectively, or they, they just
bring it to the table?
Like versus, you know, blackbusiness owners, we're, we're
oftentimes a team of one or ateam of few.
Like, is there something weoverlook in our story that we
should maybe be highlighting alittle bit more from your
perspective?
Gloryah (11:57):
Yeah.
I definitely think there is, andI will caveat and say, like, as
you mentioned, sometimes we're ateam of one, so the critique
isn't because your, your brandis bad or something.
It.
sometimes we're only one personand can only do so much and
focus on one thing at a time,while also taking care of
ourselves and our families andwhichever.
(12:18):
so it's more of like a, aobjective criticism versus,
overall, but I think somethingthat us as black business owners
can work more on is our brandand storytelling.
So brand meaning, hey, ourlogos, our, The colors that we
choose, the maybe fonts, likehaving a more cohesive brand,
(12:42):
visual so to speak.
And then also brandstorytelling.
I definitely wanna emphasize theimportance of brand
storytelling.
You may, your friends may knowyou and like the people around
you that, that are buying fromyou a lot, but if I've never met
you before, I need to be able tofeel that same way that your
(13:05):
friends do.
I.
Within five minutes or fiveseconds.
Honestly, if I'm looking at yourInstagram, I need to be able to
get that story the same way thatyour loved ones do in a pretty,
quick turnaround, so to speak.
So I think if we took a stepback and took a little bit of
time to just get a template forour brand and also focus on our
(13:30):
brand story, that goes so muchfurther in terms of.
the outreach you get fromothers.
And I think now we're in a spacewhere there's so many great
tools or easy tools to do that.
Like I'm a huge, it's not blackowned, but Canva is amazing.
Like, again, I'm a designer.
I've, I mean, worked inadvertising.
(13:52):
I've, I know Photoshop, I knowIllustrator, I know all the, all
the design programs, but.
I still UI use Canva, like Ilove her.
I'm going to use her, for apretty long time.
'cause it's just so efficient.
Again, you can get your brandcolors, you can get your fonts,
(14:12):
you have them there.
If you have a team, even a smallteam of people, you can have
that on there.
But, there's a lot more toolsnowadays that helps you build
that brand and brandstorytelling a lot faster.
So use them.
Kenny (14:27):
Mm-hmm.
I love that.
I know we talked a little bit,before this call and I was, I I
felt good saying that, hearingthat you use Canva,'cause I am
not the most, uh, graphicallylead.
inclined, I guess.
And So for me it's just like aquick tool.
(14:47):
Like you said, I can have all mybrand assets in one place.
and it's, I can see.
I can see somebody getting, youknow, overwhelmed by some of the
more advanced tools that are outthere.
And it's really cool that youhave the complete perspective of
using, all these tools that areat, you know, a lot of people's
disposal in the graphic designspace.
(15:09):
Mm-hmm.
But then you, like you'resaying, like some of the most
basic, simple tools you get alot of value from specifically
for small business owners.
Gloryah (15:17):
Oh, for sure.
Yeah.
I am never gonna be like.
Oh God, yeah.
You need to use the highestversion of, illustrator or
anything like that, or the best3D program.
I, I think I've even learned formyself as a designer, I can tend
to be a little bit more of aperfectionist because I'm like,
it has to be pixel perfect.
But no, I, I've had to, learnlike, Hey, you need to get rid
(15:41):
of that idea, that things needto be perfect and it just needs
to be done.
It needs to get out there andyou can mm-hmm.
You can sharpen it and hone itover time.
That's something I was like,okay.
Yeah.
That's, that's the way to go isget something out there.
It may not be perfect, butsharpen it as you go.
Kenny (16:02):
I love that.
I love, I love that for sure.
It definitely, that's somethingI had to deal with.
Gloryah (16:10):
Mm-hmm.
Kenny (16:11):
sure.
around content specifically.
'cause I would, I essentiallystarted following like people
with like several hundredthousand followers, right.
And I'm like, oh, I want, I wantmy myself to look like that.
Mm-hmm.
But then it is like, if you'restarting from day one, these
people have like maybe a three,five, maybe even 10, 20 year
(16:33):
head start.
'cause they've been working onthis.
Gloryah (16:35):
Mm-hmm.
Kenny (16:35):
My stuff ain't gonna look like this.
No.
And I gotta, you gotta acceptthat.
Gloryah (16:40):
And they may have a team.
That's what I, what I, I don'tthink people realize either is
like a lot of design work.
I mean, working in anadvertising agency, these
brands.
it's still, I think, very recentsay like in the past 20 years
that there's now like thesein-house brand teams.
'cause a lot of the time beforethat, if it's a big, big brand,
(17:02):
an advertising agency was doingthat work or a design agency.
Was doing all the work,designing it, and then that
agency was then giving it backto the brand.
So even for these big brands,they have been outsourcing for
more time than they've had thesein, in-house brand teams.
(17:23):
So that's kind of like the, thesmoke and mirrors that people
think like, oh my God, theyjust, they just have all their
time in the world or all theresources or within their own
team?
No, they're outsourcing.
For the most part.
Kenny (17:37):
Hmm,
Gloryah (17:37):
Mm.
And then come, and then thatmakes sense.
Giving it over.
'cause that's literally my job,at an ad agency Yeah.
Is to do it for the Yeah, thatmakes sense.
Do it for the brand and we giveit back to them and they post it
or do whatever with it.
Kenny (17:50):
Got it.
How do you, I'm curious, like inyour work within an ad agency,
like how do you, do you findyourself struggling to like,
disconnect from the work andthen move to the next product?
Or the, or the next project.
Gloryah (18:10):
you're saying like disconnect from like my every
day or just in between oneproject to another?
In
Kenny (18:17):
between the projects.
Like is there, has there been aproject where you were so
invested and then when it cametime to hand it over?
Like, maybe you were stillthinking about it afterwards,
like, Hey, maybe I could havedid a little bit more.
I'm curious.
Like, or do you, yeah.
Are you just like, Hey, this isthe assignment for this period
next 30 days?
(18:38):
Is this like, I'm curious.
Like
Gloryah (18:40):
I think I've done a good job of, I don't wanna say
disassociating, but Yeah, likeseparating myself from each
project.
It can be a little hardsometimes to manage like what
we've talked about, say likelast week or like, you know,
progress check-ins.
If you have three projects atthe same time, you're like, what
did we talk about at the lastone?
But that's why I write a lot ofnotes, like write things down.
(19:04):
My brain is only gonna, I haveabout two gigabytes left of face
in my brain to rememberanything.
So I write everything down thatI need to, and then when we get
to the next meeting, it's like,okay, here's our progress and
what we wanna do next.
But in terms of projects that Iwas like, I just can't get over.
I, I honestly, I think the Advilone was really, really special
(19:26):
to me.
I think because I am the targetaudience for that.
Like I, yeah, I am a black womanwho, has health issues and would
have, has trouble, you know,finding the right mix of doctors
or healthcare provider, stufflike that.
Got it.
So I think that was definitelyone.
It was like, oh man, now I'm,it's like you finished a project
(19:49):
and then there's gonna be a daywhere you're done with the
project, and then you move on tothe next one.
You're like.
Oh man.
I wish I could be moreintegrated, but you have to move
on to the next project untilit's time for you to come in
again.
Kenny (20:01):
Got it.
So let's talk a little bitblackgoodsandservices on your
Instagram, right?
Mm-hmm.
You have a, a line in the, thebio section that says, this is a
network of blackblackgoodsandservices for the
rest of time.
That last piece, stood out themost to me.
(20:22):
but we, we saw a couple yearsago, you know, with the, the
pandemic mm-hmm.
the initiatives that were, were,released, right.
There was like a real big buzzaround like businesses, putting
resources into them, making surewe have a way to track that.
(20:43):
Yeah.
And then a couple years pass.
And now it is not, it's not thethe sexy thing to do.
So I'm curious, like, for you,like.
Like, how do you see this Going,Like you said, for the rest of
time?
Like, what's the progression ofyou building this out?
Like, like what's your vi your,your, your vision for it?
Gloryah (21:05):
Yeah.
Well, first I wanna addressthat, like, yeah, I want this to
be something that lives on afterI do.
because clearly with theselarger brands, they're.
They're tit for tat with it.
It's like, oh yeah, we'll do itfor a little bit and then we
fall and then, and then they'llsee that so timely as it's
(21:26):
happening right now, they'll seelike it's happening right now.
Oh, they're serious.
Mm-hmm.
They're the sales are gonna godown.
They're gonna be like, okay, mybad, my bad.
Let's, yeah, we're gonnaintegrate some things in here
again.
Not anymore.
Not in, at least not for me.
This was it.
So.
It's gonna be my initiative forthe rest of time to be able to,
(21:46):
support black businesses in myeveryday life.
as long as I'm here and thenthis will live on for after
that.
In terms of my vision of how Isee, like, see this going on in
the future, or at least the nearfuture, I would love to have, a
retail store or some sort ofmarketplace.
Mm-hmm.
where it's kind of like Targetor something, but it's all black
(22:10):
owned businesses.
We don't have to, I don't wannasay worry or have to do as much
research.
Everything in here is blackowned, buy it and you can use it
for your every day.
So I'd love to have maybe startoff with an online marketplace
or a popup, or like even atfarmer's markets or something,
but have a marketplace in aretail store of sorts where we
(22:32):
can just buy all the productsthat I have, on the directory or
just make it easier for all ofus to, Circulator black dollar.
Kenny (22:43):
Hmm.
I love that.
I love that.
definitely, I definitely seethere you know, push for like in
person.
Gloryah (22:51):
Mm-hmm.
So
Kenny (22:51):
like you said, doing the popups and things like that.
Sprinkling, sprinkling those in.
Mm-hmm is just good to havethat, you know, go to the, the
spot where you can get thatlocally sourced product.
It means a lot.
Exactly.
Gloryah (23:04):
Exactly.
Kenny (23:05):
So right now you have 5,000 plus.
Mm-hmm.
via the latest information.
I think people oftentimes, they,they don't realize, think as of
like the most recent stats,there's right around like
200,000 black owned businesses
Gloryah (23:21):
Yes.
Here in the
Kenny (23:21):
states.
And so, like, talk about, I'mcurious, like, you're gonna
definitely be growing thisplatform.
Like, how can somebody get theirbusiness added to the directory?
Gloryah (23:30):
Yeah.
They can message me
Kenny (23:32):
blackgoodsandservices
Gloryah (23:33):
Instagram.
so if they have a business, justsend me a dm.
And I'll be sure to add you.
always moving, always busy, butI will respond.
It may take a while, but Ipromise I will respond and add
you on there eventually.
I'd love to have a system whereit's just kind of automated
where you put it in, I canreview it, and then it's added
(23:54):
into the directory.
but for now, by all means sendme a DM and we'll get you added.
Kenny (24:01):
I love that.
I love that.
What didn't we touch onblackgoodsandservices So this
month we're in now is obviouslyone of the most, where we're
supposed to see, supposed to seelike quite a significant, amount
of of sales of black, blackbusinesses being that we're in
(24:22):
and we're in, black HistoryMonth.
But I'm curious, what, What dodo you see?
I'm trying to think how to wordthis.
What do you see in terms of likewhat do black businesses need to
(24:47):
do To make their brand stickout?
I guess like year round?
Like what are some of the thingsfrom your ad brain?
That visit black businesses cando to put their business in the
position to, to have the mosteyeballs or just have the most
awareness at any given time sothat people know what their
product is and how they can buyit.
(25:08):
Like, I'm curious, what, whatyour thoughts are on that?
Gloryah (25:11):
Oh gosh, that's such a hard one.
'cause I feel like I'm also nowa black business and I would
have to then take my advice andbe like,'cause one thing that at
least comes to mind for me isone, putting your face out
there, which I'm.
I'm so like bad at doing, or I'mresistant to do it.
So I'm, I'm truly a hypocrite.
But one, putting your face outthere and just giving your
(25:34):
message like, Hey, this is what,this is who we are.
This is why we started, here'sthe problem that we're solving.
Simple questions that, I thinkthat's three good ones.
Who you are, why you started,what's the problem that you're
solving?
or what, how is this a solution?
How is this product a solutionfor us?
(25:54):
and also I think just havinglike a good contact information.
How do I find you is probablythe fourth one.
Then how so the third one beinglike, okay, you've, this is how
we've solved the problem.
Here's how to find us and likehave a schedule.
Got it.
I think if this one, I mean it'sa lot of places, but there's
(26:17):
like the best taco place here inthe Northern Virginia area, but.
Every, every time that they havea new location, they're very
adamant.
Like they have their calendar,they're posting and they're
consistently posting, here's ourschedule, here's where, where,
excuse me, here's where we willbe.
mm-hmm.
(26:37):
So I think that's, if, if youdon't have those things, I think
that's where you can start.
Is it Tell your story.
I love it.
I love it.
Kenny (26:44):
love that.
Gloryah (26:45):
Yeah.
I was gonna say, tell yourstory, give your solution, and
where they can find you.
If it's online, if it's instore, if it's at a farmer's
market, let them know and beconsistent.
And I'll take my own advice.
I need to do the same.
Those are questions.
Kenny (27:01):
Oh, I was gonna say, I probably gotta go.
I'm gonna take note of thosequestions and I'm actually and
I'm gonna go back and make surewe're answering them for beyond
normal media because they seemso simple.
Right.
But then when you start to thinkabout it, to your point, Gloryah
Gloryah, like, am I really doingthis?
Gloryah (27:15):
Mm-hmm.
Kenny (27:16):
in the the most effective way for our audience.
All All right.
So, all all right.
Appreciate for sharing so somuch.
on this call with yourbackground with you're building
with black kids and services.
I'm looking forward to shoppingit myself.
I've checked out the platform acouple times already and I
already have been able tohighlight a couple businesses
(27:38):
that I can definitely make surethey get my dollars moving
forward.
Gloryah (27:42):
Awesome.
Kenny (27:43):
you know, I want to pass it to you in closing, let folks
know.
what's the preferred method forthem to tap in
blackgoodsandservices and thenjust your lasting thought that
you want our listeners to leadthis conversation with?
Gloryah (27:58):
Yeah.
Well, in terms of, well, one, Iwanna say thank you so much for
the platform.
This is extremely new for me.
I'm so glad that you reached outand I'm continuously building
this as I go.
So we're, we're.
We're all moving at the samespot, building the plane as we
fly it.
so I wanna say thank you forhaving this platform for me to
(28:18):
do this.
the next question, I alreadyforgot it.
That you had
Kenny (28:25):
Oh, so the, yeah, yeah, the back, the, the, the last
question is what do you want Isthat lasting thought for those
listening in here?
Gloryah (28:33):
Yes.
And you had said how best toreach out.
Best to reach out is at, is
Kenny (28:39):
blackgoodsandservices
Gloryah (28:41):
all those words, all the letters at Black Goods and
services on Instagram.
Feel free to DM me.
Feel free to comment.
I'd love to create moreconversation.
And the lasting, words that I'dlove to, have for you guys is,
and again, I'm taking my, I needto take my own advice, is to
(29:01):
stay consistent.
someone is watching, clearly.
I had just built this, I've hadthis idea for a long time.
and I finally, at the beginningof 2025, I was like, I just need
to put something out there, andthat's how I found you.
So definitely stay consistent,clearly tell your story, use the
(29:22):
tools that are out there to doit, and sharpen them as they go.
And I would love to, again, likeI said, partner with anyone
that, is interested or hasquestions or anything.
I'm an open book, so thank you.
Kenny (29:41):
Appreciate Gloryah way to way to close things out, for
those that have been listeningin.
Thanks for tuning into anothergreat episode of The Beyond
Normal Podcast.
Peace.
Gloryah (29:52):
Bye.
Welcome, welcome to another great episode of The
Beyond Normal Podcast.
I'm your host, Kenny Groom.
I have a very special guest whois working on such a timely
initiative around black,businesses of directory, where
we can all find incredible.
Black business owners, they'realso in a creative as well, in,
(00:54):
in, the ad space.
And so I'm really lookingforward to this conversation.
Without further ado, let'sbring, Gloryah Allen to the
stage so we can discussblackgoodsandservices Love the
name.
How's it going, Gloryah
Gloryah (01:08):
Yay.
Thank you so much.
It's going good.
it's Sunday.
It's a great day.
It's sunny outside and not toocold.
Kenny (01:17):
Mm-hmm.
Yeah, we've been having somecrazy weather, really
nationwide.
And so, things are definitelysupposed to heat up, this time
of year in terms of weather.
And so, we're in the midst oflike, this is like the holiday
season, right?
There's something to do everysingle month, and so we gotta
know where to shop, right?
(01:37):
And so, you're working onblackgoodsandservices which I, I
definitely think we all aregonna need to tap into, during
this season.
whether it's, Valentine's Day,what's coming up next, St.
Patty's Day, whatever, whateverthe, whatever the celebration
is, there's a black business outthere, with a product for us,
(01:59):
right?
Gloryah (02:00):
For sure.
For sure.
I
Kenny (02:02):
love that.
And so let's talk, let's take astep back.
What were you doing beforeworking on
Gloryah (02:08):
goods and services?
Kenny (02:10):
blackgoodsandservices I.
Gloryah (02:27):
museums.
And before that I had just gotmy graduate, at, in Richmond,
Virginia for advertising.
So I, I specialized inexperience design, and have just
done experience design indifferent industries so far.
Kenny (02:42):
I love that.
Appreciate you giving us thatbreakdown there, Gloryah around
your background in advertising.
I don't necess hear too manypeople, going the route when it
comes to getting their degree,it sounds like from an undergrad
and a graduate perspective in,advertising.
So I'm curious like.
(03:04):
Has, has that been something youknew for a long time that you
would, you would be gettinginto?
Like did, were there signs of asa teenager that you were gonna
be going into the ad space?
I'm curious.
Gloryah (03:14):
No, honestly not at all.
So it, the idea of me going toadvertising kind of started my
last year of college.
I knew that I, so a little bitabout me, I was an economics and
an art major, art double major.
So I did economics and I did anart major together.
So I always knew that mypassions were like very oil and
(03:36):
vinegar who, who likes to doeconomics but also likes art in
some way.
so I always knew that, yeah, thethings I wanted to do were a
little bit oil and vinegar.
And it wasn't until my last yearwhere they actually had an
advertising kind of like sprintor workshop class.
That you could do for the wholeyear for two semesters where you
(03:58):
compete in an advertisingcompetition and they give you a
brand, it's called, I think it'scalled naac, national Student
Advertising Competition.
And I got into the class youhave to apply to it.
Got accepted into the class andrealized like, oh, advertising
is actually the space where Ican be creative and also
strategic at the same usuallylike with economics, those
(04:21):
people are gonna be more.
M statisticians or, you know,working for the government in
the public sector, which isgreat.
And then artists, they're doing,like really high end design or
they're going to, you know,pursue that a little bit
further.
I really liked that.
Advertising was somewhere in themiddle.
You get to be creative, you getto be artistic, but you also get
(04:42):
to be strategic and you get tounderstand why people do the
things they do.
So from that class, I found outabout.
My graduate school that had amajor or concentration in
advertising specifically,experience design.
And I was like, oh, that'sexactly what I've been looking
to do this whole time.
Didn't know about it until mylast year.
Kenny (05:04):
I love that.
it seems like all your passionsare meeting into this one, like.
Space that you found.
And like you said, it was alittle bit like, I, I like how
you put it, like oil andvinegar.
Gloryah (05:18):
Mm-hmm.
Kenny (05:18):
right?
Being like a, like a somewhat ofa data nerd, but then like you
have some, you, you have someinterest in the arts.
Gloryah (05:27):
Right.
And so
Kenny (05:28):
I definitely think that AB space is a perfect union of
that right now as we see.
You think about like, uh,traditional advertising mm-hmm.
Meeting like the, the big techsof the world where they're doing
like ad tech and stuff likethat.
Gloryah (05:43):
Mm-hmm.
And
Kenny (05:43):
so you're in a great space.
So I'm curious now that you're,you've been in advertising, for,
for, you know, for, for quitesome time now, a few years.
Like how has it been?
How has your experience been?
(06:04):
wit working with brands thatfocus on minorities?
Yeah.
Like, have you had thatexperience in the ad space yet?
Gloryah (06:16):
For myself, I fortunately have, I actually
just finished a project lastyear called, partnered with
Advil.
It was called Believe My Pain,and we're actually, I'm doing
part two of it too, but, it wascalled Advil, believe My Pain,
which, Strives to address painbias, inequity in the healthcare
(06:38):
space.
So a lot of the times people,black people who are going into
the hospital or going to thedoctors, a lot of time they're
just not heard and their painisn't addressed.
That there used to be astatistic still is, but we know
that it's wrong, is that blackpeople didn't feel as much pain
when it came to, whatever waswrong with them or their
(07:00):
ailments.
So if you were telling a doctor,you or me, were telling a doctor
that, you know, something'swrong.
They just didn't believe you asmuch.
And also too, I think just thehistory with our country, there
is a lot of bias, towards blackpeople.
And the healthcare space isn't,isn't one that isn't ignored
(07:22):
when it comes to the bias.
So we made this website and it'san entire initiative.
There's a lot of creative withit.
They did an entire round tablewhere they spoke with Dr.
Uche Blackstock, who was a blackdoctor, black women doctor, and
four or five people, told theirstories of the pain inequity
that they experienced in thehealthcare space.
(07:44):
So a lot of, black women aremore, susceptible to like,
fibroids, and the pain thatcomes with that, you know, they
just tell you, oh, it's justcramps or something.
And then you find out you havelike these masses that are,
Building up in you and you need,they need to be addressed.
Another man talked about like, Ithink it was like with heart,
some chest issues, heart issues,that, that just kind of went
(08:07):
ignored until it becomes soserious that they can't ignore
it.
So it's like, how can we givepeople, like me as a patient or
and or doctors to address thatbias in the healthcare space and
it's in partnership with Advil.
Kenny (08:26):
I love that.
I love that story.
There, there, there's a couplethings there that you touched
on.
the first thing is around likethe black consumer, um, like.
like.
like For, for, for bigenterprises, right?
(08:47):
Like you mentioned Advil, whichis a really big, company.
They're part of a conglomerate.
Gloryah (08:51):
Mm-hmm.
Kenny (08:51):
Like.
the, the, their black consumerbase is a business within
itself, right?
Mm-hmm.
And so there needs to bespecific stories told, just a
specific kind of like valuethat's displayed for that, that
black consumer
Gloryah (09:09):
for sure.
Kenny (09:10):
And so I'm curious, like how, now that you're working
blackgoodsandservices let'spivot a little bit, like mm-hmm.
what, what are, what are youpulling into building this like
that, those experiences that youhave for campaigns for like a
Advil and bigger brands, likewhat are you able to pull from
(09:30):
those bigger brand, experiencesinto what you're building now
with blackgoodsandservices
Gloryah (09:37):
That's a great question.
I think right now, at least whatI've been able to focus on is
the network of black people andalso the.
I guess three things.
One, the network that comes withblack people, the, messaging
that comes with us.
Like, you know, it's a blackMcDonald's, a when you see it,
(10:00):
like there's a certain way that,advertising, talk to us.
but then also I think about, orsomething that I wanna focus on
is the black dollar.
Like no one else is gonna pullus out of whatever oppression
they've put us in.
It's up to us.
Unfortunately, but it, it's upto us and we have the power to
(10:21):
do so.
There's like a, I think for inthe next five years or so, the
black dollar is gonna be worth$1trillion just in the US economy,
meaning like we spend our mon,our dollar circulates 1 trillion
times,$1, 1 trillion timeswithin our economy.
(10:41):
So how can I, with black goodsand services.
Make sure that dollar that'sbeing cycled is then going back
into, or circulating back intoblack businesses and black
families and black households.
Mm-hmm.
And things like that.
So, yeah, that's, those are thethings I really wanna focus on
is how can we decentralizeourself from the, the, the idea
(11:04):
that, we can only supportourselves with other people when
we can do it ourselves too.
Kenny (11:16):
I love that.
I love that.
I'm, I'm curious, a, as you'veworked with bigger brand, is
there, is there something thatblack business owners, is is
there something that we, weoften overlook in in terms of
our story?
um, that bigger brands, like inAdvil and some of the companies
(11:38):
that you've worked with, they,they, they leverage.
You know, a little bit moreeffectively, or they, they just
bring it to the table?
Like versus, you know, blackbusiness owners, we're, we're
oftentimes a team of one or ateam of few.
Like, is there something weoverlook in our story that we
should maybe be highlighting alittle bit more from your
perspective?
Gloryah (11:57):
Yeah.
I definitely think there is, andI will caveat and say, like, as
you mentioned, sometimes we're ateam of one, so the critique
isn't because your, your brandis bad or something.
It.
sometimes we're only one personand can only do so much and
focus on one thing at a time,while also taking care of
ourselves and our families andwhichever.
(12:18):
so it's more of like a, aobjective criticism versus,
overall, but I think somethingthat us as black business owners
can work more on is our brandand storytelling.
So brand meaning, hey, ourlogos, our, The colors that we
choose, the maybe fonts, likehaving a more cohesive brand,
(12:42):
visual so to speak.
And then also brandstorytelling.
I definitely wanna emphasize theimportance of brand
storytelling.
You may, your friends may knowyou and like the people around
you that, that are buying fromyou a lot, but if I've never met
you before, I need to be able tofeel that same way that your
(13:05):
friends do.
I.
Within five minutes or fiveseconds.
Honestly, if I'm looking at yourInstagram, I need to be able to
get that story the same way thatyour loved ones do in a pretty,
quick turnaround, so to speak.
So I think if we took a stepback and took a little bit of
time to just get a template forour brand and also focus on our
(13:30):
brand story, that goes so muchfurther in terms of.
the outreach you get fromothers.
And I think now we're in a spacewhere there's so many great
tools or easy tools to do that.
Like I'm a huge, it's not blackowned, but Canva is amazing.
Like, again, I'm a designer.
I've, I mean, worked inadvertising.
(13:52):
I've, I know Photoshop, I knowIllustrator, I know all the, all
the design programs, but.
I still UI use Canva, like Ilove her.
I'm going to use her, for apretty long time.
'cause it's just so efficient.
Again, you can get your brandcolors, you can get your fonts,
(14:12):
you have them there.
If you have a team, even a smallteam of people, you can have
that on there.
But, there's a lot more toolsnowadays that helps you build
that brand and brandstorytelling a lot faster.
So use them.
Kenny (14:27):
Mm-hmm.
I love that.
I know we talked a little bit,before this call and I was, I I
felt good saying that, hearingthat you use Canva,'cause I am
not the most, uh, graphicallylead.
inclined, I guess.
And So for me it's just like aquick tool.
(14:47):
Like you said, I can have all mybrand assets in one place.
and it's, I can see.
I can see somebody getting, youknow, overwhelmed by some of the
more advanced tools that are outthere.
And it's really cool that youhave the complete perspective of
using, all these tools that areat, you know, a lot of people's
disposal in the graphic designspace.
(15:09):
Mm-hmm.
But then you, like you'resaying, like some of the most
basic, simple tools you get alot of value from specifically
for small business owners.
Gloryah (15:17):
Oh, for sure.
Yeah.
I am never gonna be like.
Oh God, yeah.
You need to use the highestversion of, illustrator or
anything like that, or the best3D program.
I, I think I've even learned formyself as a designer, I can tend
to be a little bit more of aperfectionist because I'm like,
it has to be pixel perfect.
But no, I, I've had to, learnlike, Hey, you need to get rid
(15:41):
of that idea, that things needto be perfect and it just needs
to be done.
It needs to get out there andyou can mm-hmm.
You can sharpen it and hone itover time.
That's something I was like,okay.
Yeah.
That's, that's the way to go isget something out there.
It may not be perfect, butsharpen it as you go.
Kenny (16:02):
I love that.
I love, I love that for sure.
It definitely, that's somethingI had to deal with.
Gloryah (16:10):
Mm-hmm.
Kenny (16:11):
sure.
around content specifically.
'cause I would, I essentiallystarted following like people
with like several hundredthousand followers, right.
And I'm like, oh, I want, I wantmy myself to look like that.
Mm-hmm.
But then it is like, if you'restarting from day one, these
people have like maybe a three,five, maybe even 10, 20 year
(16:33):
head start.
'cause they've been working onthis.
Gloryah (16:35):
Mm-hmm.
Kenny (16:35):
My stuff ain't gonna look like this.
No.
And I gotta, you gotta acceptthat.
Gloryah (16:40):
And they may have a team.
That's what I, what I, I don'tthink people realize either is
like a lot of design work.
I mean, working in anadvertising agency, these
brands.
it's still, I think, very recentsay like in the past 20 years
that there's now like thesein-house brand teams.
'cause a lot of the time beforethat, if it's a big, big brand,
(17:02):
an advertising agency was doingthat work or a design agency.
Was doing all the work,designing it, and then that
agency was then giving it backto the brand.
So even for these big brands,they have been outsourcing for
more time than they've had thesein, in-house brand teams.
(17:23):
So that's kind of like the, thesmoke and mirrors that people
think like, oh my God, theyjust, they just have all their
time in the world or all theresources or within their own
team?
No, they're outsourcing.
For the most part.
Kenny (17:37):
Hmm,
Gloryah (17:37):
Mm.
And then come, and then thatmakes sense.
Giving it over.
'cause that's literally my job,at an ad agency Yeah.
Is to do it for the Yeah, thatmakes sense.
Do it for the brand and we giveit back to them and they post it
or do whatever with it.
Kenny (17:50):
Got it.
How do you, I'm curious, like inyour work within an ad agency,
like how do you, do you findyourself struggling to like,
disconnect from the work andthen move to the next product?
Or the, or the next project.
Gloryah (18:10):
you're saying like disconnect from like my every
day or just in between oneproject to another?
In
Kenny (18:17):
between the projects.
Like is there, has there been aproject where you were so
invested and then when it cametime to hand it over?
Like, maybe you were stillthinking about it afterwards,
like, Hey, maybe I could havedid a little bit more.
I'm curious.
Like, or do you, yeah.
Are you just like, Hey, this isthe assignment for this period
next 30 days?
(18:38):
Is this like, I'm curious.
Like
Gloryah (18:40):
I think I've done a good job of, I don't wanna say
disassociating, but Yeah, likeseparating myself from each
project.
It can be a little hardsometimes to manage like what
we've talked about, say likelast week or like, you know,
progress check-ins.
If you have three projects atthe same time, you're like, what
did we talk about at the lastone?
But that's why I write a lot ofnotes, like write things down.
(19:04):
My brain is only gonna, I haveabout two gigabytes left of face
in my brain to rememberanything.
So I write everything down thatI need to, and then when we get
to the next meeting, it's like,okay, here's our progress and
what we wanna do next.
But in terms of projects that Iwas like, I just can't get over.
I, I honestly, I think the Advilone was really, really special
(19:26):
to me.
I think because I am the targetaudience for that.
Like I, yeah, I am a black womanwho, has health issues and would
have, has trouble, you know,finding the right mix of doctors
or healthcare provider, stufflike that.
Got it.
So I think that was definitelyone.
It was like, oh man, now I'm,it's like you finished a project
(19:49):
and then there's gonna be a daywhere you're done with the
project, and then you move on tothe next one.
You're like.
Oh man.
I wish I could be moreintegrated, but you have to move
on to the next project untilit's time for you to come in
again.
Kenny (20:01):
Got it.
So let's talk a little bitblackgoodsandservices on your
Instagram, right?
Mm-hmm.
You have a, a line in the, thebio section that says, this is a
network of blackblackgoodsandservices for the
rest of time.
That last piece, stood out themost to me.
(20:22):
but we, we saw a couple yearsago, you know, with the, the
pandemic mm-hmm.
the initiatives that were, were,released, right.
There was like a real big buzzaround like businesses, putting
resources into them, making surewe have a way to track that.
(20:43):
Yeah.
And then a couple years pass.
And now it is not, it's not thethe sexy thing to do.
So I'm curious, like, for you,like.
Like, how do you see this Going,Like you said, for the rest of
time?
Like, what's the progression ofyou building this out?
Like, like what's your vi your,your, your vision for it?
Gloryah (21:05):
Yeah.
Well, first I wanna addressthat, like, yeah, I want this to
be something that lives on afterI do.
because clearly with theselarger brands, they're.
They're tit for tat with it.
It's like, oh yeah, we'll do itfor a little bit and then we
fall and then, and then they'llsee that so timely as it's
(21:26):
happening right now, they'll seelike it's happening right now.
Oh, they're serious.
Mm-hmm.
They're the sales are gonna godown.
They're gonna be like, okay, mybad, my bad.
Let's, yeah, we're gonnaintegrate some things in here
again.
Not anymore.
Not in, at least not for me.
This was it.
So.
It's gonna be my initiative forthe rest of time to be able to,
(21:46):
support black businesses in myeveryday life.
as long as I'm here and thenthis will live on for after
that.
In terms of my vision of how Isee, like, see this going on in
the future, or at least the nearfuture, I would love to have, a
retail store or some sort ofmarketplace.
Mm-hmm.
where it's kind of like Targetor something, but it's all black
(22:10):
owned businesses.
We don't have to, I don't wannasay worry or have to do as much
research.
Everything in here is blackowned, buy it and you can use it
for your every day.
So I'd love to have maybe startoff with an online marketplace
or a popup, or like even atfarmer's markets or something,
but have a marketplace in aretail store of sorts where we
(22:32):
can just buy all the productsthat I have, on the directory or
just make it easier for all ofus to, Circulator black dollar.
Kenny (22:43):
Hmm.
I love that.
I love that.
definitely, I definitely seethere you know, push for like in
person.
Gloryah (22:51):
Mm-hmm.
So
Kenny (22:51):
like you said, doing the popups and things like that.
Sprinkling, sprinkling those in.
Mm-hmm is just good to havethat, you know, go to the, the
spot where you can get thatlocally sourced product.
It means a lot.
Exactly.
Gloryah (23:04):
Exactly.
Kenny (23:05):
So right now you have 5,000 plus.
Mm-hmm.
via the latest information.
I think people oftentimes, they,they don't realize, think as of
like the most recent stats,there's right around like
200,000 black owned businesses
Gloryah (23:21):
Yes.
Here in the
Kenny (23:21):
states.
And so, like, talk about, I'mcurious, like, you're gonna
definitely be growing thisplatform.
Like, how can somebody get theirbusiness added to the directory?
Gloryah (23:30):
Yeah.
They can message me
Kenny (23:32):
blackgoodsandservices
Gloryah (23:33):
Instagram.
so if they have a business, justsend me a dm.
And I'll be sure to add you.
always moving, always busy, butI will respond.
It may take a while, but Ipromise I will respond and add
you on there eventually.
I'd love to have a system whereit's just kind of automated
where you put it in, I canreview it, and then it's added
(23:54):
into the directory.
but for now, by all means sendme a DM and we'll get you added.
Kenny (24:01):
I love that.
I love that.
What didn't we touch onblackgoodsandservices So this
month we're in now is obviouslyone of the most, where we're
supposed to see, supposed to seelike quite a significant, amount
of of sales of black, blackbusinesses being that we're in
(24:22):
and we're in, black HistoryMonth.
But I'm curious, what, What dodo you see?
I'm trying to think how to wordthis.
What do you see in terms of likewhat do black businesses need to
(24:47):
do To make their brand stickout?
I guess like year round?
Like what are some of the thingsfrom your ad brain?
That visit black businesses cando to put their business in the
position to, to have the mosteyeballs or just have the most
awareness at any given time sothat people know what their
product is and how they can buyit.
(25:08):
Like, I'm curious, what, whatyour thoughts are on that?
Gloryah (25:11):
Oh gosh, that's such a hard one.
'cause I feel like I'm also nowa black business and I would
have to then take my advice andbe like,'cause one thing that at
least comes to mind for me isone, putting your face out
there, which I'm.
I'm so like bad at doing, or I'mresistant to do it.
So I'm, I'm truly a hypocrite.
But one, putting your face outthere and just giving your
(25:34):
message like, Hey, this is what,this is who we are.
This is why we started, here'sthe problem that we're solving.
Simple questions that, I thinkthat's three good ones.
Who you are, why you started,what's the problem that you're
solving?
or what, how is this a solution?
How is this product a solutionfor us?
(25:54):
and also I think just havinglike a good contact information.
How do I find you is probablythe fourth one.
Then how so the third one beinglike, okay, you've, this is how
we've solved the problem.
Here's how to find us and likehave a schedule.
Got it.
I think if this one, I mean it'sa lot of places, but there's
(26:17):
like the best taco place here inthe Northern Virginia area, but.
Every, every time that they havea new location, they're very
adamant.
Like they have their calendar,they're posting and they're
consistently posting, here's ourschedule, here's where, where,
excuse me, here's where we willbe.
mm-hmm.
(26:37):
So I think that's, if, if youdon't have those things, I think
that's where you can start.
Is it Tell your story.
I love it.
I love it.
Kenny (26:44):
love that.
Gloryah (26:45):
Yeah.
I was gonna say, tell yourstory, give your solution, and
where they can find you.
If it's online, if it's instore, if it's at a farmer's
market, let them know and beconsistent.
And I'll take my own advice.
I need to do the same.
Those are questions.
Kenny (27:01):
Oh, I was gonna say, I probably gotta go.
I'm gonna take note of thosequestions and I'm actually and
I'm gonna go back and make surewe're answering them for beyond
normal media because they seemso simple.
Right.
But then when you start to thinkabout it, to your point, Gloryah
Gloryah, like, am I really doingthis?
Gloryah (27:15):
Mm-hmm.
Kenny (27:16):
in the the most effective way for our audience.
All All right.
So, all all right.
Appreciate for sharing so somuch.
on this call with yourbackground with you're building
with black kids and services.
I'm looking forward to shoppingit myself.
I've checked out the platform acouple times already and I
already have been able tohighlight a couple businesses
(27:38):
that I can definitely make surethey get my dollars moving
forward.
Gloryah (27:42):
Awesome.
Kenny (27:43):
you know, I want to pass it to you in closing, let folks
know.
what's the preferred method forthem to tap in
blackgoodsandservices and thenjust your lasting thought that
you want our listeners to leadthis conversation with?
Gloryah (27:58):
Yeah.
Well, in terms of, well, one, Iwanna say thank you so much for
the platform.
This is extremely new for me.
I'm so glad that you reached outand I'm continuously building
this as I go.
So we're, we're.
We're all moving at the samespot, building the plane as we
fly it.
so I wanna say thank you forhaving this platform for me to
(28:18):
do this.
the next question, I alreadyforgot it.
That you had
Kenny (28:25):
Oh, so the, yeah, yeah, the back, the, the, the last
question is what do you want Isthat lasting thought for those
listening in here?
Gloryah (28:33):
Yes.
And you had said how best toreach out.
Best to reach out is at, is
Kenny (28:39):
blackgoodsandservices
Gloryah (28:41):
all those words, all the letters at Black Goods and
services on Instagram.
Feel free to DM me.
Feel free to comment.
I'd love to create moreconversation.
And the lasting, words that I'dlove to, have for you guys is,
and again, I'm taking my, I needto take my own advice, is to
(29:01):
stay consistent.
someone is watching, clearly.
I had just built this, I've hadthis idea for a long time.
and I finally, at the beginningof 2025, I was like, I just need
to put something out there, andthat's how I found you.
So definitely stay consistent,clearly tell your story, use the
(29:22):
tools that are out there to doit, and sharpen them as they go.
And I would love to, again, likeI said, partner with anyone
that, is interested or hasquestions or anything.
I'm an open book, so thank you.
Kenny (29:41):
Appreciate Gloryah way to way to close things out, for
those that have been listeningin.
Thanks for tuning into anothergreat episode of The Beyond
Normal Podcast.
Peace.
Gloryah (29:52):
Bye.
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