Saturday, March 15, 2025
Last year, local business owner Amina Iduma realized she needed to move her warehouse out of Queens.
“Rent was really expensive, and I decided I wanted to be closer to home,” Iduma said.
A West Hempstead resident and a native of Nigeria, Iduma transitioned from grocery wholesaling to opening her own store after identifying a local demand for authentic African goods.
Initially, she chose Lynbrook for its more accessible real estate market, finding a 2,800-square-foot building between Elmont and Valley Stream — two areas with large African American populations.
Last March, Iduma opened L’ami African Market, at 445 Merrick Road, which offers a diverse range of products, from fresh produce to traditional spices, grains, meats, snacks and even medicinal herbs.
Last year, a total of 23 new businesses set up shop in Lynbrook, according to the village.
Despite initial challenges in spreading the word, Iduma’s reliance on word-of-mouth referrals has helped establish a steady flow of customers, not only from the African American community, but also Latino customers, who find common ingredients in their cuisines.
She imports many of her products, which sets her store apart from mainstream groceries, which, Iduma said, may carry only a small selection of African goods.
“I’m glad that we can be a place for them to shop and find what they need to cook traditional dishes.” she said.
For Iduma, the hardest part has been overcoming the challenges of advertising her market to make it known to a wider audience.
Marketing and visibility have also been major hurdles for Leo Cacciatore, the owner of the Rustic Loft, a custom furniture store at 48 B Atlantic Ave.
Cacciatore’s background in building custom cabinetry led him to launch his business in 2018, driven by a desire to create and sell high-quality bespoke furniture, he explained.
His offerings, which include dining sets, sofas and bedroom furniture, is entirely custom-made —customers choose the wood, the finish and the design, ensuring that each piece is unique.
But, as is the case with many small businesses, getting the word out was a challenge.
“We had to rely on word of mouth and social media in the early days, but advertising is expensive, and for small businesses it can be a significant burden,” Cacciatore said. “We started with Instagram and Facebook, and as we grew, we eventually moved to TV commercials and print media.”
Soon, however, small-business owners like Cacciatore and Iduma may see some relief. Earlier this month, State Sen. Monica R. Martinez and Assemblywoman Jen Lunsford introduced the Lift Our Communities, Advertise Locally, or LOCAL, Act, which aims to create $10 million in tax credits for small businesses advertising in local media outlets.
The legislation’s goal is to support small businesses — particularly those owned by members of minorities, women and veterans, or that have 10 or fewer employees — while boosting investments in local media that keep communities informed.
“This legislation fosters a cycle of growth, allowing small businesses to expand their reach while simultaneously supporting the media outlets that keep New Yorkers informed and engaged,” Martinez, the bill’s Senate sponsor, said.
Cacciatore recalled the financial strain of getting his business off the ground.
“You’re putting all your money out there — remodeling the space, preparing inventory, and hoping you generate enough income to cover your bills,” he said. “The first year is tough, and you’re just trying to survive while executing your mission.”
Both L’ami African Market and the Rustic Loft have found success by staying true to their roots, meeting the needs of their communities, and offering unique, high-quality products.
“If your motivation is to just make money, you have to realize it takes time to turn a profit,” Cacciatore said. “My best advice is to focus on your mission.”
