Categories: Beauty Tips

Meet the Founders of Yard + Parish, an E-commerce Platform Focused on Black-Owned Brands

Photography courtesy of Yard + Parish.

Jamaican-Canadian cousins ​​Alesha Bailey and Samantha Newell celebrated a year in the business with the launch of the branded Agile.

Regarding her partnership with Samantha Newell and the creation of their one-year e-commerce site, Yard + Parish, Alisha Bailey says, “We’ve always dreamed together.” The platform focuses on promoting the work of Black creatives, and offers clothing and accessories products for decoration and beauty from all genders.

Bailey says the inspiration for the site was “born out of desperation to not find products that were right for us.” The couple hail from the suburban location of Brewton, a suburb and Bailey, states that “although we lived in a diverse community, the local stores never considered us in terms of beauty and fashion and even food. We have always Felt that we had to go out of our way. “

Newell recalls that his eyes were opened to the world of possibility in the fashion industry, as they both later moved to the UK for secondary school – Newell for cutting fashion patterns, and Bailey for architecture. “It was an eye-opening experience in London,” she says, adding that after completing the initial pattern-cutting program, she devoted her time to studying the style business.

Photography courtesy of Yard + Parish.

Coupled with his education, Newell notes that mentorship has played a role in the impressive growth of his business. She says, “We have not been able to make that much progress in such a short time, when we were not comfortable asking questions to so many experienced professionals, family and friends.” “” As busy as [professionals] Suppose, they are not too busy for you. It is important to know that you are not alone. “

After imagining the idea for Yard + Parish, Bailey and Newell resorted to the Internet for Black-owned brands that fit their ethos of ‘discovering the diaspora’. The website has a novel element, Find Your Nude Component, which breaks down skin tone options for customers, and also offers a color match concierge service by Sheer Chemistry to select products such as Obrovern’s undergarments and hosiery. “Now that we are moving away from that idea of ​​’nude’, which is of the same color, we wanted it to be very easy to find your specific match.” “Online shopping for undergarments is quite difficult because it is.”

In addition to Intimates, you’ll discover an array of vibrant scarves by Life Liveth, jewelery by Rellik London, and handbags by De Lovet. “We were mostly looking for things we wanted to wear and wear,” says Bailey. “Products that speak to our Caribbean heritage, which are relaxed and laid back, but also luxurious.”

However, Nevel notes through Yale + Parish, they are committed to redefining the means of luxury. “It’s important for us to be accessible to the store,” she says. “It’s not about how expensive something is, it’s about how well it was made and well thought out.” For example, on the site you’ll find items from Toronto-based organic skincare brands Blumsed and Bohen Eyewear, which use reclaimed wood in their designs.

Photography courtesy of Yard + Parish.

You’ll also find new items that the pair have marked in their first year of business. The Island Tings capsule features two T-shirt styles, and shares a name with the Instagram Live series that launched earlier this year. Bailey says, “We wanted to celebrate our wedding anniversary in true style.” “It is a very Caribbean and African-integrated fruit, and it is a great heritage piece to bring the migrant community together.”

Bailey and Nevel say they aspire to physically bring their community together one day, with plans to rip the pop-up concept – but certainly on the back-burner. “When and where there is a really good question,” Newell said as COVID-19 put the idea.

For now, they continue to connect with customers online. “It’s really cool to be able to answer back to ourselves and show them how passionate we are about our products,” says Bailey. Needs and enjoys. Even when everything is chaotic, people can count on us. “

Photography courtesy of Yard + Parish.

You don’t have to see that from Yard + Parish’s self-care sampler Set 2.0, launched last week, to understand how much the founders care about their fans. “They were eager to make it easy to take care of themselves,” Nevel said of the sets, which include merchandise from Tanaka, Afro Hair and Skin Company and Due Woods.

Indeed, self-care has been top of mind for the pair over the past few months. “As entrepreneurs and black women, it’s hard to take time off,” says Bailey. With the pace of the Black Lives Matter movement, the pair has experienced a fluctuation in their sales – which has illuminated the ability for Black-owned businesses to cultivate their place in the design landscape. Bailey says, “The most important thing is that you put thoughts and ideas into every product you buy, consumers also have to accept that.” [being] A black-owned brand does not mean that it is only for black people. “

“Now that we’ve seen what can happen, there’s no way for things to come back,” Newell says of ensuring this interest. “I encourage everyone who has supported over the last few months to know that it doesn’t stop there. We are very grateful for the attention we have received recently and want to make sure it continues. “

Related Post