The Co-Founder of the UK’s leading platform that champions artisans of African and Caribbean heritage, Wakuda, has been named a finalist of the Consumer and Luxury Rising Star BBBAward.
With a background in engineering, property, and e-commerce, Nathaniel Wade is driven to empower underrepresented communities by creating conscious commercial impact and consumer movement – which Wakuda is missioned to achieve.
Wakuda is an online marketplace that spotlights Black-owned businesses, to connect underrepresented creatives with wider retail audiences, driving diversity and inclusion both online and in physical spaces.
Since co-finding the business in 2020, Nathaniel has played a pivotal role in building this award-winning, purpose-driven marketplace and has already supported over 500 Black-owned businesses, generating more than £250,000 in seller revenue.
Wakuda was born after recognising the lack of representation in mainstream retail, and understanding the need for a platform that connects consumers with culturally rich, high-quality products. Under Nathaniel’s leadership it has evolved into a thriving brand.
Nathaniel takes on multiple responsibilities within the company and is dedicated to building more opportunities for artisans to thrive, and for consumers to discover unique products that reflect and celebrate culture. Primarily, he leads on operations – working closely with sellers to provide hands-on support and ensure their products are well represented both online and at in-person events.
These ‘in-person events’ include running curated pop-ups in major UK shopping centres (such as Lewisham Shopping Centre and Southside Wandsworth) to build a loyal community of shoppers and entrepreneurs.
This is exactly what sets Wakuda apart – it’s unique ability to lead with culture and community, while serving a wide and inclusive customer base. Reflecting Nathaniel’s vision, the platform centres Black heritage, and is built for anyone who appreciates original, high-quality products with meaningful stories behind them.
Wakuda has received notable recognition already – including the Digital Star Award from Small Business Britain, and has secured several business grants – and Nathaniel has now been recognised as a finalist for this BBBAward, through his work in supporting over 500 Black-owned businesses gain national exposure, and connecting them with diverse audiences.
After speaking with him, Nathaniel told the Thames Gazette all about Wakuda, his hopes for the future, and what this award means to him, and it is evident that this is not just a brand but a passion.
He explains that Wakuda is a tool is displaying that diversity and culture are not a “niche” or gimmick, but instead belong in the centre of retail, where underrepresented founders should be included in high-footfall spaces, where consumers can purchase with meaning and impact.
“If we can normalise representation in everyday shopping, we’ve made a real shift.”
After leading impactful campaigns – most notably with Idris Elba – and building strategic partnerships with major organisations such as BT, Sky, Blue Light Card and Natwest, Nathaniel explained to us that collaborations strategically amplify their reach.
“Working with Idris Elba and major companies like Sky and BT shows the scale of what’s possible when big business backs diversity. More importantly, these partnerships create direct opportunities for our community of sellers – whether that’s increased visibility, access to new audiences or resources to grow their businesses.”
Now with the growing visibility of the brand being a main goal for him, winning the award would create a stage for the small businesses that they work with – showcasing their creativity, resilience, and incredible work.
He recollected a core memory during his time at Wakuda: “One of my favourite memories was walking through the shopping centre during one of our pop-ups and seeing the stalls buzzing and the genuine excitement on both customers’ and vendors’ faces. It felt like proof that we’d created a space where culture, commerce, and community all meet. One seller that stands out is a food brand that started with us online, gained confidence through our pop-ups, and is now stocked in a mainstream retailer. Watching that kind of growth – and knowing we helped make it happen – is why we do this.”
Winning this award would show that it is possible for purpose-driven businesses to thrive in this day and age, where passion can go hand-in-hand with commercial impact. Simply getting recognised for this award is a step in showing entrepreneurs that they can make it – even if the system feels closed off to them.
“This recognition isn’t about me alone. It’s about the individual business owners who make it what it is, and the community that keeps showing up. We’re just getting started, and I’m excited for what’s next.”
A huge good luck to Nathaniel!
For more information about Wakuda, click here.
For more information on the Black British Business Awards 2025, read here.
