In a year when the U.S. consumer has been weighed down by economic uncertainty, geopolitical tensions and inflation, Black entrepreneurs are eager to get to the Essence Festival of Culture to connect with their core customers. “Essence Fest is like my Black Friday,” said Rochelle Ivory, owner of beauty brand On the Edge Baby Hair. “It is my biggest sales weekend of the year. It’s where I make all the capital I reinvest in my business.” Essence Fest kicks off on Friday, with roughly 500,000 people attending the event in New Orleans. It generates around $1 billion in economic activity, according to organizers. “It’s the cannot-miss event for us,” said Brittney Adams, owner of eyewear brand Focus and Frame. She said this year Essence Fest is even more important because she’s seen Black consumers pulling back on spending. “I would say the uncertainty of just the economic and political climate…
