"I Try to Live Somewhat in Keeping with my Reputation as a Wealthy Woman": A'Lelia Walker and the Madam C. J. Walker Manufacturing Company

Abstract

This article examines the marketing strategies of A'Lelia Walker, daughter and coworker of Madam C. J. Walker who manufactured beauty and hair products and built up the extremely successful Madam C. J. Walker Manufacturing Company in the early decades of the twentieth century. Whereas the mother was and still is widely admired as a hardworking "race woman," her daughter is frequently dismissed as a spoiled and frivolous heiress whose conspicuous consumption ultimately undermined the Walker brand. By placing A'Lelia's work for the company within the context of recent scholarship on black labor and consumption, this article suggests that we understand A'Lelia's consumer strategies as a savvy response to the new demands of mass marketing. Furthermore, an analysis of the changing and gendered ideas of consumption in early-twentieth century America reveals that A'Lelia's lifestyle challenged both black and white elites' gendered expectations of respectable consumption and helped to reshape the politics of black women's labor.

Activist identity construction of Madam C.J. Walker

“…However, she was hardworking and strong-willed despite going through many tough situations, she did not hold back or curse her misfortune (Freeman, 2014; Frumkin, 2008) but rather, she worked tirelessly to improve her condition. Her luck started to change when she developed hair care products primary for people of color (Aller, 2007; Dossett, 2009; Stille, 2007). During that time, the oppression and injustice afflicting people of color was massive and Madam Walker was one of the most prominent and vocal activist for the rights of African American people (Lommel, 1993; Lowry, 2011).…”

“…She fought tirelessly for stronger anti-lynching laws and made the highest ever donation of $5,000 to the National Association for the Advancement of Colored People’s anti-lynching fund. She also offered speeches in many states against the lynching’s and for the establishment of stringer laws against the offenders (Colman, 1994; Dossett, 2009). Donations to causes also played an important part in establishing Madam Walker as an activist figure among people of color at that time, who were also her primary customers.…”

“…She also encouraged “her people” to become resilient, overcome and succeed in times of harshness. This encouragement resulted in trust concerning the sincerity of her activist intentions (Dossett, 2009; Lasky and Bennett, 2000).…”