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Rooted in Purpose: Five Years of Julo and a Birthday Worth Celebrating by Adeola Wright, Founder & CEO, Julo Shop


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As I turn a year older this September, I can’t help but reflect—not just on my own journey, but on the growth of something even bigger: JULO Shop.

This year marks nearly five years since I first more than imagined what a retail environment powered by purpose could look like. A place where shopping Black wasn’t a once-a-year pledge but a daily, delightful experience. A platform that was more than transactional—it was transformational.


And now, as I celebrate another birthday, I also celebrate the spirit of something we built together: a movement rooted in community, culture, and Black excellence.


The Spark That Lit the Fire


When I started JULO, it wasn’t just about creating another online store. It was about solving a problem I saw everywhere: the lack of visibility, support, and infrastructure for Black-owned brands. Amazing products existed—quality goods, thoughtful packaging, powerful stories—but they were scattered, often overlooked, and underfunded.


I wanted to change that.


So I built a platform where every product came with intention. Where our customers knew they weren’t just shopping—they were uplifting legacies, investing in dreams, and contributing to a more equitable economy.

I launched with just a handful of vendors. But the mission was big—and the community responded.


August: A Month of Impact


This August, we celebrated Black Business Month—a time to not only acknowledge but activate support for Black-owned businesses. From reposts and reviews to new customers and loyal returners, we saw firsthand how powerful this community can be when we shop with purpose.


You didn’t just scroll. You clicked. You shared. You checked out.


Black Business Month reminded us that economic empowerment is a form of protest, a form of love, and a form of liberation. And every time you chose JULO—whether it was for your skincare, pantry staples, or baby essentials—you participated in something bigger than the product itself.


Nearing Five Years: How Far We've Come


In just under five years, JULO has grown from an idea in my head to a curated destination that connects thousands of shoppers to brands that truly matter. We’ve expanded our categories, improved our shipping systems, added an app, and rolled out new bundles and programs designed to make it easier than ever to support Black-owned businesses.


We’ve been intentional about:

  • Fairness in pricing and vendor partnerships

  • Transparent order fulfillment and fast shipping

  • Curated collections that reflect real everyday needs

But more than the logistics, what I’m proudest of is how we’ve stayed true to our values. We didn’t bend to trends or water down our message. We honored our roots while growing our reach.


A Birthday Letter from the Founder


Every September, I take time to reflect on what it means to build something from the ground up. This year, it’s personal.


Turning another year older as a Black woman founder comes with joy and weight. It’s joy in knowing I’ve carved a space that didn’t exist before. It’s weight in knowing the stakes are still high. There are still doors that need opening, systems that need shaking, and voices that need uplifting.


But this birthday, I’m choosing to celebrate the good. To celebrate you.

  • The customer who left a review that made a vendor cry happy tears.

  • The family who ordered from JULO for the first time because they wanted to “buy Black and do better.”

  • The parent who messaged us after their child’s first day of school with snacks and sunscreen from our shop.


You remind me why I started this in the first place.


What’s Next: Beyond my Birthday


We’re not stopping here. In fact, the fifth year of JULO will be our most ambitious yet. Here’s what’s coming:


  • More tools for vendors: including analytics dashboards and content support

  • Smarter shopping features: including gift guides, reward point improvements, and bundles

  • Deeper community storytelling: including customer spotlights and behind-the-brand features


We’ll continue to improve, evolve, and expand—but never at the cost of our mission.


Support That Sticks


This month, as we celebrate birthdays and Black Business Month, I encourage you to do more than shop—reflect on the ripple effect of your spending.

  • Leave a review—your words can help a small brand grow.

  • Tell a friend—spread the word about your favorite product.

  • Come back—not just for the discount, but for the mission.


If you’ve purchased something from JULO recently, we’d love to hear from you.


Leave us a review and send us a screenshot with your order number—you’ll receive 7% off your next order as a thank-you for fueling this movement.


To the Next Chapter—Together


Birthdays often feel like a personal thing. But this one feels different. This year, I want my birthday to be about us.


Us, meaning the small brands making waves.

Us, meaning the shoppers choosing purpose and convenience.

Us, meaning a community that doesn’t just survive—but shines.

As we approach our fifth anniversary, I hope you’ll continue to walk this path with me. There’s so much more to do, so much more to build, and so much more to celebrate.


Here’s to growth.

Here’s to grit.

Here’s to JULO—and to the future we’ll create together.


With love and gratitude,


Adeola Wright

Founder & CEO, JULO Shop

 
 
 

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