Atlanta-based sister-duo Keyondra and Kimberly Lockett have joined the growing list of Black designers showcasing their brand on Target. Recently, the duo got a call from Target inquiring if they were interested in showcasing their brand on its platform as part of a Black history campaign.
According to the sisters, they were initially shocked and thought it was spam when they got a call from the national retailer. They did their own investigations and were convinced the call was genuine.
“We really didn’t think it was Target hitting us up because actually what they did emailed both the business email and my sister’s email. When they emailed us, I [wasn’t] sure if this is them or not. But my sister put the notification or email rather in our group text for our business, and our business coach at the time went on LinkedIn, researched everything and found out it was actually Target,” Keyondra told KSLA News 12.
Keyondra and Kimberly launched Jolie Noire, which stands for Pretty Black in French, in 2018 to bring diversity and Black representation in the fashion industry.
“We are primed to think dark colors (specifically black) are negative and light colors are positive. In an effort to level the playing field, we’re working to shape the minds of onlookers and change the meaning, emotions, and values associated with black. Color is something that doesn’t come pre labeled, we label it,” the duo stated on their website.
They first started with a typography sweater and later released the “Girl With Hat” design which became an instant hit. Now their brand lines include athleisure wear and their unisex collection for both men and women as well as unisex Unity and Florals collections.
Target is partnering with Black-owned brands that highlight Black culture to display in its stores. A statement on the launch of its campaign noted:
“At Target, we honor the sacrifice of Black leaders of the past while amplifying and celebrating the voices of the Black community of today. And by continuing to expand our partnerships with Black-owned businesses and Historically Black Colleges and Universities (HBCU), we’re illuminating Black joy and building the best tomorrow.”
Kimberly, on the other hand, is a celebrity fashion stylist. She has been seen on BET, BMI Trailblazers Honors show, HypeHair.com, Essence Fest, and more.