What does Juneteenth mean to you?
Four Soho House staff members reflect on the significance of this day and how they choose to commemorate it
Sunday 19 June 2022 By Soho House
Courtney Seard, New York
Head of Diversity Learning and Inclusion: The Americas
What does Juneteenth mean to you?
‘To me, Juneteenth means family. Growing up, it was a day filled with joy, and what we in our family called the real “Independence Day” – not 4 July, as all in this nation weren’t free. It is a day to celebrate the African American community; our history, our culture, and progress.’
Have you previously commemorated this holiday?
‘My family originates from the South, and my grandparents made it a point to educate us on the importance of this day, and to celebrate our contribution to building this nation.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘Where have these brands been for the past 157 years? And why do they feel now that it’s OK to capitalise on this day, without the proper understanding, knowledge, investment, and representation of the Black community? Most of these companies are simply looking to profit, and don’t have Black people in the room or employed in C-suite roles. Look at Walmart; ‘It’s the Freedom for me’ … in what world would anyone feel that was appropriate? This day has been celebrated and commemorated in the Black community for 157 years and it’s been a national holiday for two years. Invest in Black businesses and the Black community on this day, and every day of the year.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘Educate oneself by learning the true history, Black culture, and the great contributions we’ve made building this nation. Educate oneself on the impact and effect slavery has had in shaping this nation. Bring people together to honour all those who’ve come before us and fought for the many rights and privileges we hold today. Talk about race and racism in America, get comfortable with being uncomfortable. Juneteenth gives us the opportunity to support Black businesses and the Black community, not just on 19 June.’
Head of Diversity Learning and Inclusion: The Americas
What does Juneteenth mean to you?
‘To me, Juneteenth means family. Growing up, it was a day filled with joy, and what we in our family called the real “Independence Day” – not 4 July, as all in this nation weren’t free. It is a day to celebrate the African American community; our history, our culture, and progress.’
Have you previously commemorated this holiday?
‘My family originates from the South, and my grandparents made it a point to educate us on the importance of this day, and to celebrate our contribution to building this nation.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘Where have these brands been for the past 157 years? And why do they feel now that it’s OK to capitalise on this day, without the proper understanding, knowledge, investment, and representation of the Black community? Most of these companies are simply looking to profit, and don’t have Black people in the room or employed in C-suite roles. Look at Walmart; ‘It’s the Freedom for me’ … in what world would anyone feel that was appropriate? This day has been celebrated and commemorated in the Black community for 157 years and it’s been a national holiday for two years. Invest in Black businesses and the Black community on this day, and every day of the year.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘Educate oneself by learning the true history, Black culture, and the great contributions we’ve made building this nation. Educate oneself on the impact and effect slavery has had in shaping this nation. Bring people together to honour all those who’ve come before us and fought for the many rights and privileges we hold today. Talk about race and racism in America, get comfortable with being uncomfortable. Juneteenth gives us the opportunity to support Black businesses and the Black community, not just on 19 June.’
Melendy Figaro, New York
Soho Home Sales Assistant
What does Juneteenth mean to you?
‘As a Haitian-born immigrant, Juneteenth reminds me of the celebration of the Haitian Revolution; a time where slaves were finally valued, seen and most importantly recognised as people.’
Have you previously commemorated this holiday?
‘This will be my first time witnessing it being celebrated. It was not something that was broadcasted very often in my community, unless you knew about the history.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘With the BLM movement and the 15% initiative, there is more awareness for Black businesses and their value to society. However, it’s a shame that numerous protests had to occur before these businesses were recognised. I hope that this initiative is genuine.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘I would recommend for people to take the time to learn about the history of Juneteenth, and recognise and acknowledge your personal privileges. They should also give back to Black businesses, artists, and creators.’
Soho Home Sales Assistant
What does Juneteenth mean to you?
‘As a Haitian-born immigrant, Juneteenth reminds me of the celebration of the Haitian Revolution; a time where slaves were finally valued, seen and most importantly recognised as people.’
Have you previously commemorated this holiday?
‘This will be my first time witnessing it being celebrated. It was not something that was broadcasted very often in my community, unless you knew about the history.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘With the BLM movement and the 15% initiative, there is more awareness for Black businesses and their value to society. However, it’s a shame that numerous protests had to occur before these businesses were recognised. I hope that this initiative is genuine.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘I would recommend for people to take the time to learn about the history of Juneteenth, and recognise and acknowledge your personal privileges. They should also give back to Black businesses, artists, and creators.’
‘Take the time to learn about the history of Juneteenth, and recognise and acknowledge your personal privileges’
- Melendy Figaro
Erica Jackson, Chicago
Regional Membership Manager for Cities Without Houses, North America
What does Juneteenth mean to you?
‘I watched my last living grandparent, Cora, take her final breath two years ago around this time. She had less than a third-grade education and nothing to leave behind; I’ll never forget how I felt when I learnt that while making her funeral arrangements. I say all that to say, Juneteenth means more opportunities. I have more options than my grandma, more chances to knock down all these damn doors and break these ceilings that she couldn’t even fathom a Black person, let alone a Black woman, could ever bust through.’
Have you previously commemorated this holiday?
‘We experience so much grief daily; any time is good for our people to get together. I may get together with my friends to have a cookout to commemorate the holiday, but that’s what we do in general. We try to bask in as much Black joy whenever we can because nothing is ever guaranteed. We cherish every day – together.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘Unfortunately, I knew this day would come. Someone, somewhere is always trying to find a way to monetise Black culture. It’s a slap in the face. The lack of respect in allowing us to just be is exhausting.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘This question is divisive. You do not need to be a Black descendant of slaves to observe this day. Being Black isn’t a singular, linear existence – there is a multitude of Black folks who trace their lineage to immigration, adoption, and more. This day is just as much about them as it is descendants of slaves. Secondly, it’s not about what people should do to commemorate Juneteenth; the question is what people should do daily to respect our culture. The answer is to educate yourself on our history, understand the threat and surveillance we are constantly under, and let us be. No one will ever know what it is like to be Black until you’ve lived in our skin. When you see us smiling, dancing and enjoying life, just let us be. We deserve that.’
Regional Membership Manager for Cities Without Houses, North America
What does Juneteenth mean to you?
‘I watched my last living grandparent, Cora, take her final breath two years ago around this time. She had less than a third-grade education and nothing to leave behind; I’ll never forget how I felt when I learnt that while making her funeral arrangements. I say all that to say, Juneteenth means more opportunities. I have more options than my grandma, more chances to knock down all these damn doors and break these ceilings that she couldn’t even fathom a Black person, let alone a Black woman, could ever bust through.’
Have you previously commemorated this holiday?
‘We experience so much grief daily; any time is good for our people to get together. I may get together with my friends to have a cookout to commemorate the holiday, but that’s what we do in general. We try to bask in as much Black joy whenever we can because nothing is ever guaranteed. We cherish every day – together.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘Unfortunately, I knew this day would come. Someone, somewhere is always trying to find a way to monetise Black culture. It’s a slap in the face. The lack of respect in allowing us to just be is exhausting.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘This question is divisive. You do not need to be a Black descendant of slaves to observe this day. Being Black isn’t a singular, linear existence – there is a multitude of Black folks who trace their lineage to immigration, adoption, and more. This day is just as much about them as it is descendants of slaves. Secondly, it’s not about what people should do to commemorate Juneteenth; the question is what people should do daily to respect our culture. The answer is to educate yourself on our history, understand the threat and surveillance we are constantly under, and let us be. No one will ever know what it is like to be Black until you’ve lived in our skin. When you see us smiling, dancing and enjoying life, just let us be. We deserve that.’
‘It’s not about what people should do to commemorate Juneteenth; the question is what people should do daily to respect our culture’
- Erica Jackson
Autumn Merritt, Washington D.C.
Head of Membership for Cities with Houses, North America
What does Juneteenth mean to you?
‘It marks a time in which my ancestors were “physically” free from the shackles of slavery.’
Have you previously commemorated this holiday?
‘People in my community have.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘The commercialisation is unnecessary, but it comes with the territory. For many not familiar with the time in history, the only chance they would be exposed to it is, unfortunately, on the shelves of Party City or Safeway. So, if this is what it takes for people to do a bit of research, then so be it.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘Research and reflect.’
Head of Membership for Cities with Houses, North America
What does Juneteenth mean to you?
‘It marks a time in which my ancestors were “physically” free from the shackles of slavery.’
Have you previously commemorated this holiday?
‘People in my community have.’
What do you think about the recent commercialisation of Juneteenth by various brands?
‘The commercialisation is unnecessary, but it comes with the territory. For many not familiar with the time in history, the only chance they would be exposed to it is, unfortunately, on the shelves of Party City or Safeway. So, if this is what it takes for people to do a bit of research, then so be it.’
What do you believe people who are not descendants of enslaved African people should do to commemorate Juneteenth?
‘Research and reflect.’
