Every February, Black History Month prompts companies to showcase their support for Black communities. However, this month often serves more as a marketing tool than a genuine commitment to meaningful change. Corporations replace their logos with sepia tones and offer themed promotions, but the impact on Black communities remains questionable. In places like San Pedro, local Black-owned businesses face the realities of survival rather than the opportunities that this month is supposed to represent.
For April Adewole, owner of Adewole Pottery, visibility during Black History Month has increased, yet tangible benefits are still elusive. Adewole, who has honed her craft for 15 years, began her journey at Long Beach Community College. After teaching pottery at a community health center, she now operates from Crafted, a marketplace in San Pedro where she not only sells her stoneware but also teaches workshops and collaborates with other local artisans.
Each weekend, visitors gather at her studio to learn pottery skills or purchase her work. “I feel like BHM is maybe a time where I have more eyes on me because I’m Black,” Adewole reflected. “I feel I’m more responsive, too, maybe. Like I exist, because it’s February.” Despite this increased attention, she noted that February has historically passed quietly within the market, without a significant uptick in engagement directly tied to Black History Month.
This year brought a notable change. “This is actually the first year we’ve had an influx of Black businesses here at Crafted,” Adewole shared. Taking the initiative, she has helped foster what she describes as the market’s first collective presence for Black History Month. Rather than waiting for institutional acknowledgment, Adewole has sparked a conversation about Black creators and their influence within the community.
The contrast is stark: while corporate entities often engage in performative allyship, grassroots efforts led by entrepreneurs like Adewole demonstrate a commitment to building a supportive local economy year-round. Her work is not merely symbolic; it is structural. She is actively teaching the next generation, creating opportunities, and establishing a community that thrives beyond February.
Despite the increased visibility, challenges remain for Black entrepreneurs. “As a solo Black entrepreneur, it can be difficult to access opportunities or be included in broader conversations about local business and culture,” Adewole stated. She faces constant scrutiny regarding the authenticity of her handmade work, reflecting a broader skepticism towards Black craftsmanship.
Recognition of Black contributions often feels temporary and superficial. Adewole’s ongoing commitment to her craft and community, however, illustrates a different narrative—one where effort and perseverance prevail despite systemic barriers. Her studio is a testament to the power of consistent engagement, not just a fleeting celebration tied to a calendar.
The challenges presented by Black History Month extend beyond mere acknowledgment. Adewole points out that recognition often substitutes for the necessary redistribution of resources and opportunities. “The problem isn’t acknowledgment, but rather substitution. Recognition replacing redistribution. Celebration standing in for accountability,” she explained.
When asked if Black History Month serves a purpose, Adewole provided a nuanced perspective. “For Black people, when we go to the movies, we don’t go saying we’re going to see a white movie, we’re just going to see a movie,” she said. “But for a lot of white people, going to see a movie with a Black lead is seeing a Black movie. So until that goes away, BHM is what we got.”
As long as the default in hiring, lending, and recognition remains skewed, February will continue to hold significance, albeit imperfectly. Adewole’s work at Crafted serves not only to commemorate Black history but also to challenge the systemic inequities that persist. The efforts of local entrepreneurs illustrate the vital importance of fostering community and economic resilience beyond a single month, providing a blueprint for sustainable growth and recognition throughout the year.
