Detroit’s entrepreneurs are more than economic engines. They are culture-makers, community anchors and living pieces of the city’s history. From neighborhood storefronts to emerging tech ventures, the people building businesses across Detroit continue a legacy rooted in resilience and reinvention.
The Gilbert Family Foundation has positioned itself as a partner in both honoring that legacy and helping shape what comes next. Through strategic investments in cultural storytelling and direct business support, the foundation is actively working to ensure Detroit’s entrepreneurial spirit is not only preserved but strengthened for future generations.
The case for celebrating entrepreneurial culture
Detroit’s small businesses remain the backbone of neighborhood vitality and economic growth. They create jobs and reflect the cultural identity of the communities they serve. But their impact goes beyond balance sheets.
When entrepreneurial stories are elevated and preserved, they help communities see what is possible. Cultural celebration and economic investment are not separate endeavors -- they reinforce each other. Recognition builds visibility. Visibility builds opportunity. Opportunity builds stronger local economies.
The Gilbert Family Foundation’s support of The Hustle exemplifies this integrated approach, blending cultural preservation with forward-looking economic momentum.
The Hustle and the Detroit Historical Society
The Hustle, produced by the Detroit Historical Society, is an award-winning, multi-dimensional community engagement and exhibition project that documents and celebrates Detroit’s entrepreneurs of color.
The initiative goes far beyond a traditional museum exhibit. Through large-scale photography, oral histories, museum installations, public programming, school tours and resource summits, The Hustle creates a living archive of Detroit’s modern-day builders while connecting them to the pioneers who came before them.
At its core, the project serves as connective tissue between generations of entrepreneurship -- showing today’s founders as part of a much longer story of innovation and perseverance.
“Arts and cultural programming has the unique power to inspire and connect Detroiters from all walks of life, expanding our collective vision of what’s possible,” said Akua Hill, director of Arts and Culture at Gilbert Family Foundation. “The Hustle exemplifies this beautifully by shining a spotlight on the entrepreneurs who are actively shaping Detroit’s vibrant ecosystem. Through their innovation and determination, these neighborhood business owners are building enterprises that strengthen community vitality and fuel economic growth. We’re honored to support this celebration of their valuable contributions to our city.”
The Detroit Historical Society sees the work as deeply personal.
“Our mission is to tell Detroit’s stories and why they matter,” said Detroit Historical Society CEO Elana Rugh. “No story is too big or too small for our museums, and we often say our goal is that our visitors will see themselves somewhere in our halls or on our walls. The Hustle does that in a way that no other project ever has, and we are excited to bring this celebration back for a second round.”
Gilbert Family Foundation is serving as a lead sponsor of The Hustle for the second time -- a signal that the foundation views cultural storytelling as essential infrastructure for economic inclusion.
Nominations for the next class of featured entrepreneurs are open through April 26. Click or tap here to make your nomination.
Helping entrepreneurs access support with the Equity Alliance of Michigan
In addition to celebrating Detroit entrepreneurs, Gilbert Family Foundation is also helping them overcome longstanding barriers to growth, including access to capital, mentorship and technical training through a new partnership with the Equity Alliance of Michigan (EAM).
EAM works on the ground to support Black-owned businesses, women-owned enterprises and small businesses operating in historically underserved communities. The organization’s model blends technical assistance, grant navigation and ecosystem building to help entrepreneurs move from early-stage survival to long-term sustainability.
The results are significant. In 2024 alone, EAM served more than 700 entrepreneurs and helped secure more than $200,000 in grants for participating small businesses. To accelerate that momentum, the Gilbert Family Foundation recently committed $750,000 to EAM’s Entrepreneurial Support Expansion initiative.
The investment will help build the organization’s forthcoming Entrepreneur Hub -- a centralized resource designed to remove some of the most persistent barriers facing small-business owners. Planned features include:
- A commercial kitchen for food-based entrepreneurs.
- Co-working and collaboration space.
- Structured mentorship programming.
- Micro-grant opportunities.
- Digital business tools.
Once fully operational, the hub is projected to serve more than 1,500 entrepreneurs annually and help launch more than 50 new sustainable businesses each year.
“Entrepreneurs are at the heart of Detroit’s economic strength, and ensuring they have access to the right resources is essential to creating opportunity that lasts,” said Linda Nosegbe, director of Economic Mobility at Gilbert Family Foundation. “Our partnership with Equity Alliance of Michigan helps build a more inclusive ecosystem where small business owners can develop their ideas, grow their ventures and contribute to thriving neighborhoods across the city.”
For EAM leadership, the partnership reflects a broader vision of community transformation.
“GFF’s support is a powerful affirmation of the work we are doing at Equity Alliance of Michigan, and we are truly grateful for their partnership,” said Dr. Deanna Stewart, founder and executive director of Equity Alliance of Michigan. “Their investment strengthens our ability to uplift entrepreneurs, build community wealth and create accessible pathways for economic mobility. It affirms the value of the entrepreneurs we serve and empowers our community to build a stronger, more resilient future together.”
A city shaped by dreamers
Detroit has always been built by people willing to bet on themselves and their communities. From legacy manufacturers to today’s neighborhood innovators, the city’s identity is inseparable from the individuals who keep creating, adapting and pushing forward.
The Gilbert Family Foundation’s investments -- both in celebration through The Hustle and in capacity through the Equity Alliance of Michigan -- reflect a long-term commitment to that spirit.
As more Detroiters are recognized, resourced and supported, the city’s entrepreneurial future grows stronger, more inclusive and more distinctly its own.