Owners Ramunda and Derrick Young pose with their daughter
Mahogany . Photo : Courtesy of Mahogany Books
We started applying for PPP ( Paycheck Protection Program ) loans . It was a blessing that we had ten years under our belt of being online . With our physical space closed , we asked ourselves , “ How do we serve our customers ?” Kids were at home and parents didn ’ t know what to do . So , we created these book bundles for elementary , middle , and high school kids – buy three books and the fourth one was free . We emailed customers and put it on our social media . The media reached out , so we were able to promote the bundles again .
We gained new customers all over the U . S . because people wanted to get books into their kids ’ hands . We also started doing Blind Date with a Black Book and sold out every time . The first two weeks after we closed , business dipped then it started going up . We didn ’ t have to tweak the website , we just had to get creative on the marketing side and that helped us survive the pandemic .
Sixty days later , George Floyd was murdered . I looked at our website and the numbers were going crazy . White people were looking for books about Black people and the Black experience . Someone tweeted , “ If you ’ re going to buy Black books and you want to make a difference , buy them from a Black bookstore .”
It was retweeted over and over . People across the United States who had never shopped with us said , “ I want to make a difference and I ’ m going to support a Black bookstore .” But it came with challenges . There were paper shortages and post office delays . Orders came in for books that were out of stock and production could not keep up .
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Most of our customers were understanding but we did receive hate email saying , “ Give us our money back , you ’ re trying to scam us !” But , between May and October of last year we sold 100,000 books online . Going into the holidays it increased , giving Mahogany Books multimillion dollar revenue status . That was the first time we had done that amount in such a short time . Having a solid web business all those years allowed us to service this influx of new customers .
What are the top three things that you recommend to other business owners ?
Ramunda : First , have a strong online presence and own your own website , even if you already have a physical store . People can shop anytime so you make money while you sleep . Second , partner with other organizations . Be a part of the community , whether it ’ s reading to kids or supporting local schoolteachers . Think about how you can serve other people . Be a partner not just a vendor .
Third , listen to your own voice . Pandemic or not there are so many things swirling around – 41 % of Black businesses failed and shut down , and you ’ re thinking , “ Maybe I should shut down . Maybe this is not for me .” But , if your voice is saying , “‘ No , we need you ,” and you ’ re passionate about it , then make this thing happen . Turn up your voice and mute the other people who are saying not to do it .
What was it like to bring President Barack Obama to the community for a book discussion ?
Ramunda : If felt very surreal . His team said he was very impressed with Mahogany Books and wanted to join a discussion of his book , “ A Promised Land .” We pulled that event together within four days with background checks and everything . Talking with the President about his book along with twenty of our book club members was a testament to my husband and I and our belief in Black books .
What keeps you going through all the ups and downs of business ?
Ramunda : Knowing that this is bigger than us . That it ’ s not just about the revenue . It ’ s about community . It ’ s about how important our stories are . Knowing that each person who walks through the door is blown away by the number of books written by Black people , and they had no idea . That fills us .