Legacy doesn’t always begin with a business plan. Sometimes, it begins with a calling, a need to carve space where none existed before.
For Ashley La Russa, founder of Blax Friday and Roux Events that calling was clear: Black businesses in Arizona deserved more visibility, more support, and more opportunity.
What started as a directory to highlight Black-owned businesses during the height of 2020’s racial reckoning has since grown into a statewide movement, one that’s uplifting an entire ecosystem of Black entrepreneurs, creators, and community leaders.
Ashley didn’t wait for permission, she built the blueprint herself.
“My mission has always been rooted in community,” Ashley shares. “Blax Friday was born from necessity, but it’s grown through collective power.”
Through Blax Friday, Ashley and her team have curated powerful platforms, from digital maps to local events, that help Black-owned businesses gain traction, recognition, and support. Her company, Roux Events, complements this mission by crafting inclusive and intentional experiences that reflect the heart of the community.
But this kind of impact doesn’t happen without struggle.
Ashley’s journey has been shaped by navigating systemic barriers, battling burnout, and balancing multiple roles as a founder, creative, and advocate. And yet, she continues to show up, not just for herself, but for the community.
Because at the core of Ashley’s work is something deeply personal: the belief that legacy is collective.
“I want people to know that when they support Black businesses, they’re investing in futures, families, and freedom,” she reflects.
Her legacy is one of visibility, access, and empowerment. It’s rooted in action and powered by love.
We’re proud to spotlight Ashley La Russa, because when you support Blax Friday or Roux Events, you’re not just supporting a business, you’re fueling a movement that’s changing the narrative in real-time.
She’s not just building platforms, she’s building legacy.
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