Business Spotlight - The Ajamu Group

This #BlackBusinessMonth, we’re excited to feature Cheryl Ajamu, Founder and CEO of The Ajamu Group. a media advertising sales & event management company in Metro Detroit, Michigan.

1. What inspired you to start your business?

I was inspired to start my business because of two things: #1 – the company I worked for ceased operations and #2, my mentor, Debra Nelson, who was an Executive at Stellantis at the time (back then it was known as Daimler Chrysler), encouraged me to start a business that focused on my expertise-- securing automotive advertising and sponsorships for national media companies. Ms. Nelson told me there were no African American females in Michigan who owned a business that offered these services. I was nervous about starting a business, even though I come from a family of entrepreneurs. My grandfather owned 7 businesses, my dad started an accounting firm after he retired as a U.S. Postmaster, and I volunteered at my grandmother’s friends’ businesses as a youth, so I understood the sacrifices that came with owning a business. I launched The Ajamu Group, LLC in May 2004.

2. Tell us about a goal you have as your business grows.

In July 2021, The Ajamu Group launched a new brand, BlackGirl Food Critic, a social media-focused campaign that spotlights Black-owned restaurants. We purchased food at the restaurants, take pictures of the entrees, and post pictures on our social media platforms about our dining experience. My goal is to expand BlackGirl Food Critic into a TV show on a streaming platform and a traveling international food tour.  The Ajamu Group has also produced a BlackGirl Food Critic TV pilot that we are sending to TV networks and media companies. Black-owned businesses usually don’t have large budgets to advertise, and BlackGirl Food Critic not only promotes their restaurants but also generates revenue and brings new customers to their restaurants.  

3. How has Comerica Bank supported your growth?

In January 2011, my company created a diversity-themed awards show during the North American International Detroit Auto show entitled the Multicultural Media Luncheon. I shared my idea about this event with several corporations; I already had relationships with many of the decision-makers when I worked in Corporate America and after I started my company. Comerica Bank was the ONLY company to believe in my vision for the 1st Multicultural Media Luncheon Auto Industry Awards. I’m sure Comerica Bank was skeptical about my idea, especially when I told them I was going to secure Earvin “Magic” Johnson as the 1st keynote speaker. The relationships I developed during my advertising career at Black Entertainment Television, Savoy, Heart & Soul, and Honey magazines, gave me connections that assured me that I could secure relevant celebrity keynote speakers for The Ajamu Group’s Multicultural Media Luncheon. And Earvin “Magic” Johnson was the first celebrity keynote! Every year since 2011, my company has secured “A” List celebrities who share their journey to success: Alex Rodriguez, Boris Kodjoe, Daymond John, Stephen A. Smith, Kimora Lee Simmons, Loni Love, Jemele Hill, Keith Clinkscales (co-creator of ESPN’s 30 for 30 series) and Pro Football Hall of Famer, Tim Brown, have been keynote speakers at Multicultural Media Luncheon.  The event has honored over 30 automotive executives from communities of color. Comerica Bank’s support gave me the encouragement and financial support I needed to keep moving forward with my project. 

4. What is one piece of advice you would give to an aspiring Black business owner?

Save as much money as possible to prepare for when revenues are low for your business. I learned that as a youth volunteer worker at my grandmother’s friends’ businesses. One of their favorite sayings was, “In a time of peace, prepare for war!” That meant that when money is coming into your business and things are going great, save as much as you can so that when the hard times come (and they will), your business will be able to handle the tough times.