“As a Black woman, the deck was stacked against her in terms of raising equity financing.”
Austin started with a rewards-based crowdfunding campaign on iFundWomen and raised $26,000 from 264 backers. They believed in what she was building, wanted to be a part of that journey. Sourcing from the crowd has always been an important part of how we built this space.
Ethel's Club is named after Austin's grandmother, Ethel Lucas, who lived in Edison, NJ. All kids in the neighborhood viewed her as their grandmother, Austin reminisced. Her house was where you went for food, to play a game, or hang out."I wanted the name of the club to stand for something bigger and more meaningful than that of a cool, hip startup," she said.Shannon Maldonado, the founder of Philadelphia-based home and lifestyle shop YOWIE, designed the Clubhouse.
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