NiLu: A Harlem Gift Shop Centered on Community and Culture
As big brands scale back DEI commitments and programs that once supported Black makers quietly disappear, one Harlem shop is holding the line.
Since 2015, NiLu has been more than a gift store. Founded by husband-and-wife team Mark and Katrina, the shop was created to give local and national makers a space that felt intentional, rooted, and real.
Named after their two sons, Nigel and Luke, NiLu curates home goods, lifestyle products, and thoughtful gifts that reflect culture—not trends.
From corporations looking for meaningful gifting to everyday shoppers seeking something that speaks to them, NiLu is building a community-first model in both retail and nationwide e-commerce.
We caught up with Katrina and Mark to discuss what drives their curation, how they work as a couple, and what it really means to be a Black-owned gift shop in 2025.
What gap did you see in Harlem’s retail scene—and how has NiLu evolved to fill it with purpose, not just product?
Harlem didn’t need more stores that sell to us but don’t build with us. It needed a space that saw us.
We witnessed a wave of promises during the height of corporate DEI commitments. But over time, many of those faded quietly.
While others scaled back, we stayed steady—still holding space for Black, Brown, and women makers with the same intention we started with.
People have always wanted more than surface-level shopping. That became clear when we were featured on NBC’s Today Show for AMEX’s Shop Small segment. Orders came in from all over—different cities, different backgrounds—but all shared a craving for something intentional.
Yes, we’re Harlem-born, and that will always be home. But we’ve seen how far this kind of purpose can reach.
What tells you a maker’s ready for NiLu—and what makes you pass, even if the product’s good?
We don’t follow a checklist—but we know the energy when we feel it.
If the story is flat or the product feels rushed, it’s a no. We look for makers who are fully invested—whether it’s their full-time hustle or not. You can tell when someone genuinely cares.
Presentation matters. If people are gifting it, it needs to feel like a gift—even for themselves.
Sometimes Katrina helps makers fine-tune their presentation, pricing, or messaging. That’s part of our community mindset—we build together.
“With NiLu, it’s more than retail—they create experiences,” says Valerie of The 125 Collection. “From our Muhammad Ali candle collab to showcasing our self-care line in-store, they brought our vision to life in a way customers could truly feel.”
We carry brands like The 125 Collection not just because they look good—but because they stand for something.
How do you approach corporate gifting, and what makes your model different from the usual swag bag stuff?
We don’t even call it corporate gifting—we call it cultural gifting. If the gift doesn’t reflect the people receiving it, what’s the point?
We work with tech companies, financial firms, media groups, and nonprofits who want their gifts to have meaning.
Katrina leads the creative. Her background in floral design and writing shows up in the details—not just in how things look, but how they feel. Sometimes that means including original art. Sometimes it means letting recipients choose their own gift. But it’s never generic.
This isn’t about branding a box. It’s about honoring identity and culture.
What led to NiLu at Night [IG Live]—and why was it important to create that space?
We’ve always loved CBS Sunday Morning. It’s a great show, but when it comes to Black stories, the coverage often feels repetitive—focused on trauma, celebrities, or sports. There’s not much space for everyday people living interesting, meaningful lives.
That’s why Katrina launched NiLu at Night on Instagram Live. Nearly three years in, we’ve recorded close to 100 episodes—just real conversations with people of color in our community. No gimmicks. No chasing likes.
We’re drawn to the stories that often get overlooked, and we want to highlight what inspires, informs, and connects us.
What’s the hardest part about building a business as partners—and what keeps you grounded in it?
Running a business with your partner? It’s not easy. You love each other, but you don’t always agree. Katrina is the creative—big vision, deep feel.
Mark is the builder—always looking for ways to improve. It’s a potent combination… and sometimes combustible.
But our kids get to see us building something real. Our community walks through the doors and feels like they belong.
That keeps us grounded—even when we’re tired.
For those who value intentionality in their purchases, explore what NiLu offers—delivered nationwide—at shopnilu.com.
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