Startup Noir NOLA emerged during a pivotal moment for New Orleans’ startup economy. In 2021, two major exits — including Louisiana’s first unicorn — signaled a turning point, showing that billion-dollar outcomes could happen locally. That momentum sparked new companies, attracted investment, and brought renewed attention to the region’s growing innovation landscape.
Recognizing the significance of that shift, GNO Inc.’s Chief External Affairs Officer, Jasmine Brown-DeRousselle, created Startup Noir NOLA to ensure Black founders could fully participate in — and help shape — the region’s growth. The initiative builds on New Orleans’ existing strengths: a high concentration of Black residents with entrepreneurial talent, a cluster of HBCUs producing skilled graduates, and a creative culture shaped by generations of Black innovators. Paired with a startup support network that is expanding and becoming more coordinated, the region is increasingly suited for founders looking to launch and scale here.
Workforce & Entrepreneurship Manager Salem Habte, who leads the initiative, notes that the program’s name is intentional and direct.
“It’s very literal in name! It conveys who this initiative is intended to serve,” she said.
That clarity is central to the mission: elevating Black-led startups in Greater New Orleans and expanding the resources available to them.
Startup Noir NOLA works alongside partners such as The Idea Village, Louisiana Economic Development, Corridor Ventures, Camelback Ventures, and JPMorgan Chase. The initiative aims not only to address persistent gaps but also to strengthen what New Orleans has historically done well. The city has a long history of entrepreneurship — from some of the nation’s earliest Black self-made millionaires to one of the highest percentages of Black-owned businesses in the country today. But data continues to show an imbalance.
“Access to capital and customers remain the top challenges Black startup founders here face,” Habte said.
Despite strong ideas and growing companies, BIPOC-led firms are still less likely to receive traditional loans or venture funding, slowing both business development and the region’s broader economic potential.
Startup Noir NOLA seeks to change that. Its work focuses primarily on founders who have already gained traction and need targeted support to reach their next milestone.
“We’re now rolling out programs to attract outside startup capital and assist with access to it within the ecosystem,” Habte said.
By helping founders reach new customer segments and prepare for growth, the initiative accelerates their progress toward major goals, including future funding and business expansion.
One early milestone came during New Orleans Entrepreneur Week, where Startup Noir NOLA hosted its first summit. The event drew more than 100 attendees and featured conversations on the state of Black entrepreneurship, founder wellness, and strategies to encourage more high-net-worth individuals to become investors. It also included a fireside chat with Erik Moore, founder of Base Venture Partners. The response underscored a long-standing need.
“I heard repeatedly, ‘FINALLY! Conversations centered around our experience,’” Habte said.
The summit is set to return to NOEW in March 2026.
Capital access remains a central focus. Because many investors in major markets tend to “fly over” the Gulf South when sourcing deals, Startup Noir NOLA launched a familiarization tour to bring interested investors directly to New Orleans. Ten representatives from venture capital funds, angel groups, and a CDFI participated. The day highlighted local Black founders in biotech, beauty, and music technology, while offering investors a deeper look at the city’s strengths.
“We aimed to help them understand our city’s history, areas of excellence, and most importantly, introduce them to local Black entrepreneurs that are raising capital for their companies,” Habte said.
The impact was immediate: founders began receiving follow-ups, and several investors started conducting diligence on companies they met during the tour. Habte believes this is the start of deeper engagement.
Another key piece of the initiative is community building. Recently, Startup Noir NOLA launched a Supper Club to give founders space to speak openly about barriers and opportunities within the ecosystem. Each dinner is co-hosted by a founder or funder who helps guide the conversation. It’s part of creating an environment where founders feel supported and heard. Habte envisions a future where New Orleans becomes a national model for Black innovation.
“We see a future where this city births a new paradigm for Black entrepreneurship,” she said. “In New Orleans, it should not only be possible to scale your company, but advantageous to do so.”
Looking ahead, Startup Noir NOLA has an ambitious slate of programs planned for 2026. In January, the initiative will host masterclasses designed to help founders strengthen their supply chains, secure working capital, and reach new customer bases. The investor tour, Venture Voir, will also return with a new cohort of visitors. Throughout this expansion, the initiative remains open and accessible.
“If you are a Black startup founder, please reach out so we can talk about your work and goals,” Habte said. “If you are an entrepreneurial supporter passionate about this mission, I’d love to get you involved.”
