Black women in luxury is a trend that took off in 2020 and has gained momentum over the past few years. This movement, often referred to as “Black Girl Luxury,” drew in a lot of intrigue, speculation and criticism for its defiance of traditional stereotypes that equated Black womanhood with struggle and sacrifice. On social media, hashtags like #BlackGirlLuxury and #SoftLife became a trend and that momentum has continued.
This cultural shift toward encouraging wellness, ease and indulgence now aligns with the ethos of Dawn Michelle Hardy, whose two-decade career in public relations was dedicated to elevating the voices and stories of Black women. Throughout her career as a publicist, Hardy thrived in connecting and collaborating with Black women authors to elevate their brands. Her company, The Literary Lobbyist, already gave her the tools she needed to be self-directed, so she was no stranger to leadership, strategy or adaptability. Yet, when Hardy pivoted from the service-driven world of public relations to creating a product-based business, she found herself navigating uncharted terrain.
The inspiration for this shift came from a trip to Morocco.
While working remotely and immersing herself in the local culture, Hardy found inspiration in the way that Moroccan locals approached work-life balance.
“During my time there, everywhere I went, there was a built-in pause in the day—a time for people to relax, reconnect and recharge,” Hardy said. “It wasn’t a luxury; it was a necessity. It made me realize how much we’ve normalized burnout in the U.S., and I wanted to create something that helps women reclaim that balance.”
Even with this realization, she did not immediately get the idea for her business. That came later when she returned to the U.S. with samples that she had brought from Moroccan artisans. She started sharing her finds with friends and followers on social media. The response was immediate—people started asking how they could try the products for themselves. Inspired by the interest, Hardy decided to test her idea by selling sample-size products at an African American street festival.
“I broke down what I had brought back for myself into smaller portions and sold them,” she said. “That day, I made $500. That’s when I realized, ‘Okay, I really have something here.’”
That moment of validation developed into the business idea for Passport to Wellness, a lifestyle brand focused on inviting Black women to rediscover and embrace self-care and intentional living. As she began to map out the logistics of the business, Hardy envisioned her business as a gateway to luxury and travel, which could be accessible even from the comfort of home. Her idea was simple yet commercially appealing: to curate destination-inspired wellness boxes to transport customers to places she had explored.
How Hardy Curates Luxury in Every Box
In her first collection, her curated boxes included individually sourced items from Morocco, Aruba and Rome, with each box offering a sensory deep dive into its culture. For the Moroccan box, Hardy sourced authentic argan oil directly from a family-owned farm, pairing it with luxurious black soap for exfoliation and bath products reminiscent of traditional hammams. She also included artisanal spices to simulate the vibrant energy of Moroccan souks.
“I wanted each box to transport women to the places I’ve visited—helping them see, hear, smell, taste and feel what I experienced,” Hardy said.
Even with her successful track record in PR, transitioning to a product-based business brought new challenges. Hardy leaned on the skills that had fueled her career—tenacity, an eye for detail and an understanding of her audience. Even so, the shift required her to adapt quickly master supply chain logistics, product taxes, vendor management and customer engagement in ways she hadn’t before.
“It’s different when you’re selling a tangible product versus a service,” Hardy explained. “In PR, I was selling my expertise and relationships. Now, I’m creating something people can hold, experience and love. It’s humbling, but it’s also incredibly fulfilling.”
For Hardy, Passport to Wellness is more than just a business; it’s a movement focused on inviting Black women to prioritize self-care and luxury.
“I saw a gap in the way self-care was marketed to us,” Hardy said. “Luxury isn’t a privilege; it’s a right, especially for Black women who endure unique challenges daily.”
Black Girl Luxury Is Increasingly Becoming a Commercial Movement
The statistics validate the urgency of her mission. A 2019 study by the American Psychological Association showed that 69% of Black women report high levels of stress, a number that is particularly higher than other demographics. Despite this, wellness spaces and luxury services often fail to address their specific needs. Hardy sees her work as filling this void, creating a space where Black women can feel seen and celebrated.
“This is my gift to the sisterhood,” she said. “I hope it inspires them to take more days off, to relax and to go see the world.”
The trending theme around Black women in luxury has positioned Black women to become an influential demographic in the self-care and luxury markets, with their spending power steadily increasing. In 2019 alone, Black consumers collectively accounted for 20% of luxury spending in the U.S., a figure projected to increase to 25-30% by 2025.