Spotlight Interview: Ga’Nel Wiggins on Purpose, Community, and the Power of Black-Owned Brands
At The Taliaferro, we believe in celebrating voices that move culture forward. Ga’Nel Wiggins is one of those voices. A nursing student, micro-influencer, and devoted supporter of Black-owned businesses, Ga’Nel’s passion is rooted in purpose and powered by community. Her story is one of intentionality—about knowing where you come from, investing in your people, and challenging narratives that don’t serve us. In this conversation with HT, she shares how her upbringing shaped her values, how she balances content and calling, and why supporting Black brands is deeper than a trend—it’s legacy work.
HT: Can you share a bit about your background and what inspired you to start supporting Black-owned businesses?
Ga’Nel Wiggins: My name is Ga’Nel Wiggins, and I’m from St. Louis, Missouri. I grew up in a community-centered environment—my grandmothers lived a block apart, and my street was full of family, whether we were blood-related or not. That sense of togetherness shaped me early on.
The number one person who inspired me to support Black-owned businesses was my dad. He’s a history fanatic. Growing up, he always taught me the real stories behind what schools would gloss over or misrepresent. I’d go back and forth with teachers about Christopher Columbus or the civil rights movement because I had deeper context from him. He made it his mission to make sure I knew who the Moors were, that I understood there were underdog stories not being told. That’s what rooted me in this mission—knowing our history and investing in our own.
HT: Wow, it sounds like your father was a huge influence. Tell me more about him.
Ga’Nel Wiggins: He’s what they call a Normandy neighborhood hero. Everyone loves him. He did everything—basketball, football, track, soccer. He went to Central State, an HBCU, and that inspired me to attend one as well. He’s deeply educated and passionate about our history. He made sure I didn’t just accept surface-level narratives. He wanted me to know the depth of our people and our stories.
HT: How do you balance your nursing studies with content creation? Do those roles influence each other?
Ga’Nel Wiggins: I’ve never considered myself a big influencer—I’m more of a micro-influencer. Nursing is my path, and content creation is my passion. They don’t necessarily influence each other directly, but both are rooted in service. I believe my purpose is to promote Black-owned businesses and circulate awareness. I don’t expect anything in return. A simple repost can make a huge difference.
HT: That’s powerful. Are there any criteria you use when choosing which Black-owned brands to support?
Ga’Nel Wiggins: I don’t have strict criteria. If it’s Black-owned, I’m showing love. Some people complain about prices or assume poor service, but that’s not my mindset. Even if I can’t personally afford a product, I’ll still repost it—because someone else can. I’m pescatarian, but I’ll still promote a Black-owned BBQ spot. It’s not about my preferences; it’s about creating visibility and opportunity for us all.
HT: How did the increased attention to Black-owned businesses in 2020 impact your work?
Ga’Nel Wiggins: That year brought a wave of visibility. Between COVID and the George Floyd protests, people started seeking out Black creators and entrepreneurs. A lot of Black businesses are online-only, and with people shopping more online, it was the perfect time to highlight them.
I created a 37-page Google Doc full of Black-owned businesses and started sharing it with everyone. It reaffirmed why this mission matters. Even though the urgency has shifted, the foundation we built is strong. People are shopping Black year-round now. It’s not just reactive—it’s intentional.
HT: What does luxury mean to you, especially in the context of Black-owned brands?
Ga’Nel Wiggins: Luxury isn’t about price—it’s about intention, experience, and excellence. When Black brands create with us in mind from the start, that’s luxury. We were never the afterthought. Look at what we’ve done—turning do-rags into silk-lined fashion statements. Everything we touch turns to gold. Luxury is also about the experience and customer service that comes from a place of love. Supporting Black-owned brands means you’re helping real people, not some middleman corporation.
HT: How do you engage your audience in supporting these brands, and what kind of feedback do you receive?
Ga’Nel Wiggins: I keep it real. I’m honest about my experiences, and even if something isn’t for me, I won’t bad-mouth it. I might give constructive feedback directly to the brand, but I still promote them. My community trusts me because I don’t push just anything—I believe in what I share. And the feedback I get is incredible. People thank me for giving them the nudge they needed to try something new.
HT: What are some of the challenges you’ve faced on this journey?
Ga’Nel Wiggins: The biggest challenge is shifting mindsets. Many people are reluctant to support Black-owned businesses because of what we’ve been taught or told to expect. They compare small businesses to Amazon or Target, which isn’t fair. We need to be patient and understand the value of supporting within our community. That $50 you spend with a Black brand goes toward a child’s tuition or keeping lights on—not to a faceless corporation.
HT: And what opportunities have come from this work?
Ga’Nel Wiggins: I’ve received so much love from the businesses I support. Some send me samples, some even blessed me during milestones like graduation. I’ve also been able to connect businesses together—a butter company with a candle company, a beauty supply with a skincare brand. It’s all about collaboration and uplifting each other.
HT: What are your future aspirations for your platform?
Ga’Nel Wiggins: I want it to grow into a trusted hub where people can find and celebrate Black-owned brands. Not just support, but truly see the stories behind the products. I hope to host events in my city, fund collaborations, and normalize Black ownership—not as a trend, but as an everyday standard. We’re trying to build something sustainable and generational. That’s the goal.
HT: Where can people find you and access your list of Black-owned businesses?
Ga’Nel Wiggins: I update my list every year and it includes businesses I’ve personally supported. You can find me on Instagram at @grw. I also want to shout out Addie Raw, who has an even bigger directory of businesses. My list is more personal, but both are great resources.
HT: Thank you again, Ga’Nel. This was honest, rich, and full of the kind of truth that empowers others to think—and buy—differently.
To learn more about Ga"New Wiggins and connect with her follow her on Instagram here.