Janice Malone recently received the AARP Purpose Prize for her work in founding and leading Vivian’s Door, a non-profit organization dedicated to supporting Black-owned small businesses in South and Central Alabama. Vivian’s Door provides these businesses with capital, resources, mentors, connections, networks, and knowledge to help them achieve economic prosperity.
What inspired the creation of “Vivian’s Door” and what goals did you hope to achieve?
Malone: “Black businesses were facing unique disadvantages such as economic inequality, redlining, and discriminatory banking practices. They lacked the financial resources and intergenerational wealth to sustain themselves. I established Vivian’s Door as a non-profit organization to help these businesses build wealth for themselves and their communities, which have been marginalized and underserved.
Behind Vivian’s Door
“Our work includes creating a web marketplace for businesses, providing business training, offering youth intern programs, and fostering business growth throughout South and Central Alabama.
Who is Vivian?
Malone: “Vivian’s Door” pays homage to Vivian Malone Jones, a civil rights activist who defied Alabama Governor George Wallace’s attempts to deny her an education. She became the first Black graduate of the University of Alabama. Vivian’s success was a result of her resilience, perseverance, and the support of her community. We chose to honor her legacy and the struggle for equality through the name “Vivian’s Door.”
Why do you prioritize small businesses?
Malone: “I come from a family of black business owners, and entrepreneurship is in my DNA. I wanted to create more opportunities for success for others like me, who have faced challenges in business growth and development.
Is there a particular success story you’d like to highlight?
Malone: One of our recent success stories is with Mr. Waymond Nettles of Prevo Beef and Cattle Farm. We assisted him in creating a business plan for a sand and gravel business. With our support, he was able to secure a loan and currently employs five people with plans to expand even further in the next few years.
How has “Vivian’s Door” worked to build connections for black businesses and what impact have you seen?
Malone: “Vivian’s Door” operates as an incubator and accelerator, partnering with organizations to deliver services to our target market. We have built a network of businesses and consumers, providing financial, marketing, and operational support to create long-term success and generational wealth.
Can you describe your plans for the future?
Malone: “We are currently working to strengthen our organization and prepare for growth. We are building a marketplace that will connect our businesses with consumers, partners, and institutions. Our goal is to continue making a positive impact on the economic prosperity of black-owned businesses in Alabama.”
“My philosophy is “See something, do something.” I don’t think about age!”
What does “Aging with Attitude” mean to you?
Malone: “My philosophy is “See something, do something.” I don’t think about age. I remain focused on our work, maintaining a positive attitude, and finding joy in each business owner’s success.
Learn more about Vivian’s Door here.
NaBeela Washington, an emerging Black writer, holds a Master’s in Creative Writing and English from Southern New Hampshire University and Bachelor’s in Visual Advertising from The University of Alabama at Birmingham. She has been published in Eater, The Cincinnati Review, and others. Learn more at nabeelawashington.com.
