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Find someone
the community
trusts.

★★★★★ Community verified · Real reviews. Real people.

The UK's home for discovering and reviewing Black-owned businesses — from the barber round the corner to the nail tech on Instagram.

Try: nail tech · barber · henna artist · caterer
Black hairstylist braiding a client's hair
500+
Businesses
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Reviews
15+
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100%
Community Driven

How Joma works

Three steps to finding a Black-owned business you can actually trust.

1

Search

Type a business name, category, or area. If it's not listed yet, you can add it in seconds — no registration required to browse.

2

Read real reviews

Reviews are written by real community members from their own experience. Star ratings, price ratings, and honest text — no incentivised or anonymous reviews.

3

Book with confidence

Contact the business directly via Instagram, WhatsApp, or website. And when you've been, come back and leave your own review.

What are you looking for?
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Loved by the community

What the community is saying

Real reviews from real people. Updated as the community grows.

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Your review helps the whole community make better choices. Be honest, be specific — your words matter.

JB
Jide's Barbershop
Brixton, London
First review
What type of business is this? *
Barber
Nail tech
Hair braider
Loctician
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JB
Jide's Barbershop
4.8
12 reviews
Community reviews
Contact

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Unhappy with a review?

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Invest in your community presence

Always free to list. Grow when you're ready. Every Black business belongs on Joma.

Beta notice: Paid plans are not live during beta. You can claim your profile free and register interest in future paid features. We'll be in touch when plans launch.
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Most popular
Seed
£9 /month
For hustlers ready to build trust and grow their customer base.
  • Everything in Free
  • Respond to reviews
  • Analytics dashboard
  • Review request link
  • Verified badge
  • Priority search ranking
  • WhatsApp review requests
Grow
£29 /month
For established businesses ready to dominate their category.
  • Everything in Seed
  • Priority search ranking
  • Photo gallery
  • Review widget embed
  • Monthly insight report
  • WhatsApp review requests
  • Homepage featured spots
Elite
£79 /month
For brands and multi-location businesses that need full visibility.
  • Everything in Grow
  • Homepage featured spots
  • API access
  • Multi-location dashboard
  • Account manager
  • Co-branded campaigns
  • Custom analytics

Review concern

If you believe a review about your business is false or defamatory, raise a concern. Our moderation team reviews it during beta. No fee is charged during the beta period.

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no fee during beta

Review received!

Your review for this business has been received. During beta, reviews may be reviewed before appearing publicly. Thank you for helping build the Joma community.

Share so more people in the community can find them:

The story behind Joma

Built out of frustration.
Powered by community.

Hi, I'm Lola — founder of Joma. I built this because I was tired of not knowing who to trust when booking hair, beauty, or any Black-owned service. Tired of guessing. So I decided to do something about it.
Black hairstylist braiding Fulani braids for a client looking in the mirror
Lola
Founder & CEO, Joma
Verified founder
The origin

A problem I lived every week.

You open Instagram, you find a stunning profile — immaculate braids, flawless locs, confident captions. Then you check the tagged photos. The comments. And a very different story emerges: someone waiting three hours past their appointment, someone paying a premium and leaving embarrassed, a business that's never once replied to a complaint.

I've been in that position more times than I can count. Not just for hair — for every Black-owned business I ever tried to research. The nail tech, the caterer, the henna artist. Every time, I was relying on WhatsApp groups, DMs to friends, word of mouth. There should have been one place — a trusted platform built for this community — where real reviews from real people lived permanently.

That place didn't exist. So I built it.

Social media shows you the highlight reel. But the community shows you the truth.
Lola, Founder of Joma
The problem

The algorithm rewards aesthetics. Not honesty.

Instagram and TikTok gave Black entrepreneurs the ability to build a brand without a marketing budget. That's genuinely powerful. But a professional photographer and the right hashtags can make a mediocre business look exceptional — and an exceptional business with no content strategy invisible.

The community's honest opinions already exist — in comment threads, WhatsApp groups, Facebook posts, DMs between friends. But none of it is searchable. None of it is permanent. None of it is there when you actually need it, right before you book. The information exists. What's been missing is the infrastructure to hold it in one place, permanently and honestly.

Why Lola

Years in fintech. One very specific obsession.

I've spent years in customer support at some of the UK's leading fintechs — companies where response times are measured in minutes, customer satisfaction scores reach every level of the business, and feedback isn't optional. It's the product.

That shaped me. It taught me that the voice of the customer is priceless — not as a slogan, but as a practical truth. Every complaint is a gift. Every review is a data point. The businesses that take feedback seriously grow. The ones that dismiss it stagnate.

I looked at the Black business community — full of talent, skill, and passion — and saw businesses operating without any of that feedback infrastructure. No permanent place to receive honest reviews. No way to respond publicly. No track record a potential customer could actually trust. I knew what was missing. And I knew how to build it.

What Joma stands for

Not a directory. Trust infrastructure.

Joma is designed to indirectly but powerfully lift Black businesses by creating real accountability. When every customer interaction can become a public, permanent, searchable review — behaviour changes. Appointments get honoured. Messages get replied to. Quality goes up.

And it works for every kind of Black-owned business. A nail tech taking bookings through WhatsApp. A mobile gardener. A henna artist with no website. A home-based loctician. A registered Ltd company. On Joma, a business is a business. No Companies House number required. No street address exposed without consent. No full phone number shared without permission.

The community wants to support Black businesses. The desire is there. Joma is the trust infrastructure that makes it easy.

What we stand for

Principles we'll never walk back from.

Every voice matters
Your review deserves to exist permanently and without intimidation. We protect the right of every customer to speak honestly.
Privacy by design
We never expose a home address or personal number without explicit consent. Built for the reality of how Black entrepreneurs actually operate.
Feedback is a gift
Honest feedback makes businesses better. Joma creates that loop — and gives businesses the tools to act on it.
Community over everything
Joma is built by someone from the community, for the community. That distinction matters every single day.
Informal is legitimate
Instagram only. WhatsApp only. No website. No problem. Every Black business belongs on Joma.
Good work gets found
The best businesses on Joma don't need a marketing budget. They need happy customers willing to say so publicly.
The journey

Where we've been. Where we're going.

The frustration
One too many bad appointments
Years of trusting the wrong Instagram page and paying the price. The community had all the information — scattered across WhatsApp groups and comment sections — but nowhere permanent to put it.
The expertise
Fintech customer support
Years at UK fintechs turned the voice of the customer into a professional obsession — and made it clear exactly what the Black business community was missing.
Now
Being built with the community
Joma is being built and tested with real people. Every review, every listing, every piece of feedback makes it better.
Next
Every city. Every category.
The first place anyone in the UK turns to when they want to find and trust a Black-owned business. Not just London. Every community. Every trade.

Be part of what we're building

Whether you're here to find great businesses or to be found — Joma is yours.

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Grow your business
with community trust.

Joma is the community platform built specifically for Black-owned businesses. From a mobile nail tech to a multi-location caterer — if your customers trust you, Joma helps the world find you.

Claim your profile

Your business may already be on Joma — added by a happy customer. Claim it in under 2 minutes, for free, and take control of how you appear to the community.

Build trust through real reviews

Authentic reviews from real customers are the most powerful marketing tool you have. Joma gives you a permanent, searchable home for that trust — one that works even while you sleep.

Respond to customer feedback

Claim your profile and respond publicly to reviews. Showing that you listen and you care is one of the fastest ways to earn new customers — and keep the ones you have.

Privacy protected by design

Work from home? Mobile only? No problem. Joma never shows your home address or personal mobile number without your explicit consent. Your Instagram and WhatsApp are enough to get started.

Get discovered by your community

Early users will use Joma to find trusted Black-owned businesses near them. A strong profile with good reviews puts you at the top of exactly the searches that matter to your business.

Turn feedback into better service

Every review tells you something. What customers love, what they wish was different, where you outperform competitors. Joma gives you that signal clearly — so you can act on it and grow.

Listing is always free.

Claim your profile at no cost. Upgrade to Seed, Grow, or Elite when you're ready to unlock analytics, review responses, priority ranking, and more. You move at your own pace.

Starting from
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Privacy

Joma is built on trust. This page explains clearly and honestly what information we collect, how we use it, and how we protect the people who use this platform — including business owners who operate informally.

What we collect

Information Joma collects

When you create an account, we collect your name, email address, and account type (customer or business owner). If you are a business owner, we also collect your trading name and any contact details you voluntarily provide.

When you write a review, we collect your written content, star rating, price rating, and the business type you select. Reviews are publicly visible and associated with your display name.

Payments are not currently live during beta. If paid plans are introduced later, payment processing will be handled securely by a third-party payment provider and this policy will be updated.

Reviews

How reviews are used

Reviews are public and permanent. They are visible to anyone who visits a business profile on Joma. We believe transparency is the foundation of community trust — a review cannot be hidden or suppressed simply because a business owner dislikes it.

A business owner who believes a review is false or defamatory may raise a formal challenge. Challenges are reviewed by our moderation team within 7 business days. We reserve the right to remove reviews that violate our community guidelines — including those that contain hate speech, personal attacks, or demonstrably false factual claims.

Business owners

Business owner privacy

If you claim a business profile, your account email is never shown publicly. Only the contact information you explicitly choose to display — such as an Instagram handle, WhatsApp link, or business phone number — will appear on your public profile.

We will contact you at the email you registered with for account-related communications only. We will not sell, share, or rent your personal information to third parties for marketing purposes.

Sole traders & home-based businesses

We protect informal businesses by design

Many Black-owned businesses operate from home, as mobile workers, or without formal registration. Joma was specifically designed to support these businesses without exposing them to risk.

We never display a home or personal address publicly. If a business is not listed with a verified public address on Google Maps, we show area and city only — never a street address.

We never display a personal mobile number without consent. When customers add a WhatsApp based business, we only ask for the last 5 digits of the number to help identify the business. Full WhatsApp numbers should only be added by the business owner or with clear permission, and are only shown publicly when the business owner explicitly enables this after claiming their profile.

Contact & public info

Contact details and public information

During beta, business details are added by the community and may be corrected by business owners when they claim their profile. We do not automatically scrape or import data from third-party platforms.

If you are a business owner and believe any community-added information is incorrect, you can claim your profile free and update or remove any details. You are always in control of what appears on your public Joma profile.

Your rights

Requesting removal or correction

You have the right to request that we correct inaccurate information about you, or remove your personal data from our systems. To make a request, please use the Contact page and select "Data removal or correction" as the reason.

We will respond within 14 days. For business profile removal requests, we will verify ownership before making any changes.

Note that reviews written by other users about a business are not personal data belonging to the business owner and cannot be removed on this basis alone — except where they violate our community guidelines.

Prototype notice

Joma beta uses Supabase Auth for account access and Supabase for storing profile, review, claim, and contact data. Some features are still being tested during beta. If you have questions about how your data is handled, please use the Contact page.

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Contact Joma

Got a question, a problem, or something you'd like us to know? We read every message. Fill in the form below and we'll get back to you as soon as we can.

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Response times: We aim to respond to all messages within 3 business days. For urgent matters relating to harmful content or data removal, please mark your message clearly and we will prioritise it.
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