A Story of Resistance, Reclamation, and Collective Economic Power in Norfolk
Nationwide — In February 2025, Black on Black Market officially opened its doors in Norfolk, Virginia, marking a historic milestone as the only Black-owned retail space in the state dedicated exclusively to housing Black-owned brands.
Founded by Tree Kelty, Black on Black Market was created as both a physical marketplace and a cultural statement — one rooted in economic empowerment, narrative reclamation, and collective progress. The space opened despite early resistance and neighborhood opposition that challenged its presence before it ever welcomed its first customer.
Rather than deterring the vision, that adversity clarified the mission.
“The name Black on Black Market is intentional,” said Kelty. “I’ve always rejected the phrase ‘Black on Black crime’ — because it doesn’t exist. Crime is crime. That phrase has been used to criminalize our communities and strip power from us. I wanted to take that language and flip it into something that represents unity, ownership, and purpose.”
With that intention, Black on Black Market became a place where Black on Black means investment, collaboration, and shared success.
The final conviction to open the space was solidified during a visit to the National Museum of African American History and Culture in Washington, D.C., where Kelty encountered a quote attributed to Maggie Lena Walker: “Let us put our monies together and reap the benefits together.”
“That quote affirmed everything,” Kelty said. “This market is exactly that — a space where we put our money together and reap the benefits together.”
Since opening, Black on Black Market has served as a permanent retail home for Black entrepreneurs, offering a curated shopping experience that highlights the depth and diversity of Black-owned brands. The space houses businesses, including:
• Black clothing designers
• Crochet and fiber artists
• Jewelry designers
• Hair care and skincare brands
• Vegan sauces and specialty food products
Each vendor represents not only a business but a commitment to sustainability, creativity, and collective economics.
Opening during Black History Month, Black on Black Market positioned itself as more than a retail destination — it became a living continuation of Black history, ownership, and self-determination. One year later, the market continues to stand as a testament to what is possible when Black communities invest in themselves, despite opposition.
“This space exists because we chose ownership over permission,” Kelty added. “Black on Black Market is proof that when we build for ourselves, we don’t just survive — we thrive.”
Learn more by visiting the official website at BlackonBlackMarket.com
Location:
Black on Black Market
1200 East Little Creek Road
Norfolk, Virginia
For press inquiries, contact 757-937-9144 or tree@blackonblackmarket.com
