Somewhere Good is the new parent company to Ethel’s Club, a wellness space and Form No Form, a digital platform featuring film and art by people of color.
Ethel’s Club, the first-ever private wellness space for people of color in Williamsburg, Brooklyn has officially launched Somewhere Good, it’s very own parent company. The team behind the space felt the need to bring the company to life the wake of the COVID-19 pandemic following their shift to digital membership back in March.
Somewhere Good is now the home for brands like Ethel’s Club and Form No Form, a 24-hour online visual platform also debuting today. Naj Austin, founder and CEO shared that her life’s work has been creating space for those who feel unseen and unheard. “I dream of ways to give us more agency, bring us more joy, take up more space,” she said. “So much of the world was designed without considering marginalized communities. We started to think – what does the world look like when it’s built by a team of black and brown folks who are invested in each other’s well-being and joy.”
Austin and her team hope to make it easy for people to exist separately from companies and organizations that simply don’t value the black dollar. Another core goal of Somewhere Good is to create intentional spaces and products that will inspire and speak to people of color.
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“Who inspires me? Any Black woman who’s ever done anything.” 🙌🏿 We’re proud to have our Brooklyn clubhouse, shop, and team featured by @square this morning. Square sat down with @najaustin, the founder and CEO of Ethel’s Club, to talk about our mission as a Black-owned business. Our online shop celebrates unique home, wellness and apparel goods designed by artisans of color. Click our bio link to shop our goods and support PoC artisans! Photos by @aundre. #ethelsclub
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In an email, Naj breaks down that she believes the COVID-19 pandemic has caused individuals to ponder their purpose. Inner conversations in addition to having time to step back from her team and the social club gave her the headspace to evaluate how to fill a gap her community is coping with. “Now is the time to build products that bring us all together,” Austin said.
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Form No Form was a natural next step since Ethel’s Club members enjoy seeing themselves through film and art. The online channel will stream short films, videos, and art throughout the day. “During this time of so many people being isolated and in their homes, we know that content is even more relevant,” Austin shared. On the digital platform, viewers will be able to watch films live as they engage with others and purchase art presented via a digital marketplace. She added, “We wanted to create a 24-hour visual channel that highlighted the beauty and nuance created by our communities.”
Creatives including Joshua Kissi, Noemi Marguerite, So Yun Um and Reva Santo will be a few of the first to launch their work in the digital space. Austin notes that Form No Form will fund and produce its own content in the future.
As the rest of the nation continues coping with the uncertain times caused by coronavirus, Naj expresses she has plans to continue centering communities of color. She plans to continue listening to her audience and providing what they need.
You can head to Form No Form’s official website to begin viewing creative projects and art on the digital platform.
Robyn Mowatt is a staff writer at Okayplayer where she covers culture, music, and fashion. You can see what's on her mind @robyn_mowatt.