Inclusivity Values

At Wonena, we curate with purpose—spotlighting brands that mirror the world’s vibrant tapestry and prove inclusion isn’t an afterthought but the fabric of progress.

For us, a brand’s commitment shines through:

Intentional Representation: Elevating underrepresented voices in leadership, storytelling, and design.
Equitable Practices: Ensuring fair wages, safe workplaces, and partnerships with marginalized creators.
Cultural Stewardship: Preserving heritage crafts while fostering modern collaboration.
Accessible Innovation: Bridging gaps for diverse needs and abilities.

These actions fuel our BIRDWATCHER Inclusivity Indicator, which measures and celebrates brands actively amplifying underrepresented communities. Because when diversity moves from the shadows to the forefront, it doesn’t just change industries—it transforms lives.

Like an iceberg, diversity often lies beneath the surface—revealed only through intentional action. True power emerges when communities unite around shared goals, creating ripples of positive change.

Nature teaches us that diversity is resilience. Forests thrive through symbiotic ecosystems, and symphonies stir souls through the harmonies of distinct voices. Similarly, humanity’s progress is rooted in the richness of cultures, perspectives, and lived experiences.

                "Every time you support a minority-owned business, you help balance a world that wasn’t built equally." — Unknown

                Minority Owned

                Minority Owned represents businesses created and led by entrepreneurs from historically underrepresented communities — including Black, Indigenous, People of Color, Women, LGBTQ+, Persons with Disabilities, Immigrants, and more.

                This value is broad by design — because systems of inequality have impacted many identities in different ways. Classifying Minority Owned products gives conscious consumers a simple way to channel their purchasing power toward greater equity, visibility, and justice.

                Behind every Minority Owned brand is a story of perseverance, vision, and the belief that ownership belongs to everyone.

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                Led by women, powered by purpose.

                Women Owned

                Women Owned celebrates brands and businesses founded, led, or co-founded by women. Throughout history, women entrepreneurs have faced unique challenges — from limited access to funding to systemic barriers in the business world. Yet, they continue to rise, innovate, and lead with vision and resilience.

                By classifying and supporting Women Owned products, we honor not just their creativity, but their courage to build, grow, and challenge traditional norms. Every purchase becomes a statement — a conscious choice to uplift women in business and drive greater equality in the marketplace.

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                "It's not unable — it means unstoppable in new ways." — Kelsey Lindell

                PWD Owned

                PWD Owned recognizes brands founded or led by persons with disabilities. These entrepreneurs innovate, create, and lead with perspectives shaped by overcoming unique challenges. Classifying PWD Owned businesses helps drive representation, accessibility, and shifts the narrative from limitation to empowerment — reminding us that inclusion fuels creativity and change.

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                "When you become the image of your own imagination, it’s the most powerful thing you could ever do." — RuPaul

                LGBTQ Owned

                Celebrate self-expression, creativity, and conscious living through LGBTQ+ Owned brands. These businesses are built with authenticity, courage, and care — honoring identity while creating products that respect people and planet.

                Supporting LGBTQ+ Owned means standing for equality, diversity, and design that reflects the beauty of living true to yourself. Discover pieces crafted with heart, built with purpose, and proudly contributing to a more inclusive and sustainable world.

                Find Products From LGBTQ Owned Businesses

                When you support a Latinx business, you’re investing in dreams rooted in culture, community, and corazón." — Unknown

                Latinx Owned

                Latinx Owned celebrates brands created by people of Latin American descent — a region that stretches from Patagonia to the northernmost coasts, united not by borders, but by spirit. Latin America is a vibrant blend of races, colors, sounds, and stories. It’s music in the streets, family at the center, and joy even in the face of challenge.

                Classifying Latinx Owned products means more than just supporting a business — it’s honoring a community shaped by resilience, creativity, and a deep love for life. It’s a way to say: these are our roots, this is our rhythm, and every purchase helps that rhythm keep playing.

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                "If we are to preserve culture, we must continue to create it." — Johan Huizinga

                Indigenous Owned

                Support cultural sustainability and celebrate the rich tapestry of Indigenous heritage. At Wonena, we believe culture lives through creation — evolving, growing, and adapting while honoring its roots.

                Indigenous Owned brands carry this spirit — blending ancestral wisdom with contemporary creativity. These products are more than beautiful objects; they are living expressions of tradition, resilience, and respect for nature. Discover Indigenous-made pieces that honor heritage, support Indigenous communities, and care for both people and planet.

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                "Behind every family-owned business is a story of heart, hustle, and heritage." — Unknown

                Family Owned

                Family Owned celebrates businesses built on legacy, values, and personal commitment. These brands are often passed through generations or created from kitchen tables and garage dreams. Classifying Family Owned products supports human stories, fosters connection, and preserves the authenticity that only family-driven brands can offer.

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                "Supporting Black-owned businesses is not just about commerce — it's about community, creativity, and rewriting the future." — Unknown

                Black Owned

                Find creations by Black-owned brands committed to community, culture, and conscious choices that protect the earth and uplift people.

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                "Representation isn’t a trend — it’s the foundation of a future where every story has power." — Unknown

                BIWOC/BIWOC Owned

                BIWOC / BIPOC Owned shines a light on businesses created and led by Black, Indigenous, Women of Color, and People of Color. For generations, these entrepreneurs have built with limited access to resources — but unlimited creativity, resilience, and vision.

                Classifying BIWOC / BIPOC Owned products is a commitment to visibility, equity, and celebrating cultural richness. It’s about recognizing that ownership matters — and that when we support diverse founders, we help close opportunity gaps, create generational wealth, and uplift stories that have historically been left out of the spotlight.

                Every purchase is more than a transaction — it's a choice to invest in a more just, colorful, and representative future.

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                "We are many cultures, many histories — but one shared story of resilience." — Unknown

                AAPI / APIDA Owned

                AAPI / APIDA Owned honors businesses led by Asian American, Pacific Islander, and Desi American entrepreneurs — a rich and diverse community whose roots stretch across continents and generations.

                From ancient traditions to bold modern innovation, AAPI and APIDA founders bring unique perspectives shaped by migration, family, and cultural pride. Classifying these businesses is a way to increase visibility, celebrate heritage, and stand with a community that has often been overlooked or stereotyped.

                Every purchase becomes part of a larger story — one that recognizes not only where these founders come from, but where they’re boldly going.

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                "Heritage lives in what we create. Power lives in who owns it." — Unknown

                ALANA Owned

                ALANA Owned celebrates businesses led by African, Latinx, Asian, and Native American entrepreneurs — communities rich in culture, creativity, and resilience.

                These brands carry stories shaped by tradition and vision, bringing diverse perspectives into the world of conscious commerce. Classifying ALANA Owned products is a way to recognize heritage, support equity, and celebrate entrepreneurs building with care — for people, culture, and the planet.

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                "We carry generations of wisdom — woven into every idea, every product, every dream." — Unknown

                AAPI Owned

                AAPI Owned highlights brands led by Asian American and Pacific Islander entrepreneurs — a community shaped by migration, resilience, and deep cultural traditions. Supporting AAPI Owned businesses challenges stereotypes, amplifies diverse voices, and recognizes the creative force of this global community in shaping modern culture.

                Find Products From AAPI Owned Businesses