MILWAUKEE — Inside the Sherman Phoenix Marketplace is a store owned and run by dozens of diverse local entrepreneurs, like Venice Williams, who also leads Alice’s Garden.

What You Need To Know

  • Kwanzaa is a seven-day celebration of African American culture

  • Each day represents a different principle starting with Unity 

  • The second day of Kwanzaa is Kujichagulia which means self determination

  • Kujichagulia Producers Cooperative inside Sherman Phoenix celebrated Kwanzaa today 

The store sells a wide range of things produced by the group of owners, and it is named after one principal of Kwanzaa: Kujichagulia. 

“That’s why we named our store the Kujichagulia Producers Cooperative,” said Williams. “Kujichagulia means self determination. To define ourself. To name ourselves. To strengthen ourselves.”

Kwanzaa is a seven-day celebration of African American culture and heritage. Each day represents a different principle. Those guiding principles are Umoja (unity), Kujichagulia (self-determination), Ujima (collective work and responsibility), Ujamaa (cooperative economics), Nia (purpose), Kuumba (creativity), and Imani (faith).  

“Kwanzaa itself is a Swahili word that means first fruits,” said Williams. “We’re celebrating the harvest. We’re harvesting all of the incredible things that we’ve accomplished as individuals as a family. As a community throughout the 2023 year.” 

Linetta Davis is another member of the Kujichagulia Producers Cooperative. She’s an author who wrote a children’s book about civil rights activist Ella Baker.  

“Ella Baker is a really good example of what the principle of Kujichagulia is,” said Davis. “It’s that self determination to not give up. To keep trying at things.” 

Both Davis and Williams believe it’s important to remember and live the Kwanzaa principles beyond this one holiday week in December.

“You want to live into the principals throughout the year,” said Williams. “So, understand what Kujichagulia means, or what Imani means, faith. Live into the principals Nia, purpose and Kuumba, creativity. Live into the principals all year around you, so can have something to honor and celebrate.”