In the vibrant city of Chicago, small business owners face a plethora of challenges. To tackle these issues, local entrepreneur Keewa Nurullah has introduced an innovative shopping initiative called CIRCULATE. This program aims to support small businesses by encouraging intentional shopping within the community.
Each month, Nurullah selects a local store to host a shopping event, enhancing the atmosphere with music and family-friendly refreshments. Drawing inspiration from historical “rent parties” organized by Black communities during the Great Migration, she aims to foster a spirit of togetherness and economic support.
“These events serve as a love bomb for small businesses,” Nurullah explained. “We want to encourage the community to invest in their local shops.”
CIRCULATE events are scheduled for the end of the month, strategically timed as many residents are preparing to pay their bills. Nurullah pointed out that retail businesses in Chicago often struggle during the summer months, particularly in January, June, and July. These months are typically void of significant consumer purchasing due to community members enjoying outdoor activities and festivals.
For small business owners, the costs associated with staffing stores or participating in street fairs can be prohibitively high. This is precisely where CIRCULATE comes into play, according to Nurullah.
“We aim to shine a light on these businesses, especially in the summer,” she stated.
Nurullah’s experience as a former small business owner informs her work with CIRCULATE. She recently closed her South Loop children’s boutique, Kido Chicago, after six successful years. Despite the knowledge gained from operating a brick-and-mortar store, she acknowledges that there were marketing and traffic management aspects she wished she had understood better.
CIRCULATE focuses on promoting businesses in the South and West sides of Chicago, where many owners lack the budget for effective self-promotion. However, it is essential to note that businesses of all status levels can take part in the initiative.
Leading up to each event, Nurullah leverages social media to generate interest, posting engaging clips showcasing the featured store. She also utilizes email newsletters—both her own and those from the store owners—to reach out to potential patrons.
The first CIRCULATE event took place last month at Beverly Phono Mart. Attendees browsed through an array of records while children engaged in coloring activities in a designated corner, all accompanied by a DJ spinning lively tunes.
Mallory McClaire, co-owner of Beverly Phono Mart, reported a dramatic increase in foot traffic following the event, noting a remarkable 280 percent rise in transactions.
“Sundays can be our slowest day, so to see an additional 10 or 20 people come through really boosted our numbers significantly,” McClaire explained.
Since the event, business at Beverly Phono Mart has remained strong, matching typical summer traffic levels. McClaire expressed deep gratitude towards Nurullah, highlighting her infectious enthusiasm and meticulous planning that ensured everything went smoothly.
All McClaire and her husband had to do was show up, thanks to Nurullah’s coordination. “She made it easy for us, alleviating any concerns about our capacity to manage things,” McClaire reflected.
Nurullah’s vision for CIRCULATE combines economic activism with consumer education. “I hope to share my experiences as a business owner and encourage individuals to recognize their roles in strengthening our communities,” she stated.
The next CIRCULATE event is scheduled for 2-4 p.m. this Sunday at Haji Healing Salon, located at 4448 S. Cottage Grove Ave. in Bronzeville. The initiative seeks to continue building momentum and fostering community support for local businesses across Chicago.
image source from：blockclubchicago
