In an effort to support local, Black-owned businesses, a new online service called Brilliantly Black Milwaukee has launched.

Brilliantly Black Milwaukee – with the tagline "Brave. Bold. Brilliant. Black." – features hundreds of Brew City-based businesses and services headed by people of color. The easy-to-navigate site is divided into six categories: Restaurants, Creators, Health & Wellness, Faith, Community & Health, and Businesses.

Dunk Law Firm and Prime Financial Credit Union are the main sponsors of the free, online resource, along with iHeartradio, V100 Jams, 95.7 Big FM, FM 106.1 and Big920 AM.

Joanna Brooks’ business, Embody Yoga, 3536 W. Fond Du Lac Ave., is one of many listed on the Brilliantly Black Milwaukee site. Brooks started her yoga instruction business five years ago and continues to teach classes virtually as well as in county parks despite the pandemic.

Brooks says showcasing local businesses owned by African Americans is integral to success for many.

"A lot of Black-owned businesses are created by first generation entrepreneurs which means they might have less knowledge than those people with a family history of business ownership. Also, it can be more challenging for people of color to get the support and resources they need, so by highlighting our businesses it increases our chance of survival," says Brooks.

For the past seven years, Thromentta Anderson has owned and operated Pass Da Peas, a restaurant specializing in Southern cooking at 7870 W. Appleton Ave. Anderson says the entire city needs to support Black-owned businesses to ensure profits, and the first step is making the business visible to all.

"Black businesses are typically ‘behind the curtain’ for many people in this city," says Anderson. "We have to break through to new and different demographics who wouldn’t find us on their own. A service like this helps make the connection."

To access the Brilliantly Black Milwaukee website or to get your businesses listed, go here.