Madame Boyer: Frontier Lady Boss Baddie of Everett
Editor’s Note: Originally published 3-7-22, republished 3-16-23.
In the spirit of randomness one day, I googled “Black historical women of Snohomish County”. Everett delivered, but a specific inspiration hit me when I read about Luella Boyer Brown aka Madame Boyer, Washington’s first African American woman business owner.
Her story has an uncanny relevance to key issues Black women are experiencing right now. It occurs to me as the French say, plus les choses changent, plus elles restent les mêmes or the more things change, the more they stay the same.
I believe in supporting Black womens’ entrepreneurship and advocating for Black women and girls’ safety from sexual assault and domestic violence. Madame Boyer’s story is a touchstone for both of these topics.
Pioneer Mompreneur
In 1902, Luella Boyer Brown opened Madame Boyer’s Ladies’ Hair Emporium at the original location of 2829 Colby Avenue. Her goods and services included hairdressing and beauty products. Later, she added dermatological services.
Artwork courtesy PlanetTerra.art
Luella’s pioneering spirit was indomitable, even as a “widowed” single mom to her daughter, Esther Marie. “Widowed” is Victorian code for divorced. It’s like Luella lived a tale of two lives on Colby Ave. On one side, she’s the boss. Across the street at 2909 Colby Ave., she was the backstage help at The Everett Theatre where she cleaned and possibly did some hairdressing.
Her business grew so much that she needed to hire help for her salon and beauty supply store. She posted several job ads in the local Black newspaper. That same paper often lauded her business acumen.
From the Seattle Republican newspaper, 29 September 1902, page 4 advertisement
“Wanted—Girl to learn hair work; get paid while you learn. Apply Wm. Boyer, Everett, Wash.”
Seattle Republican, 19 April 1907
“She is patronized by the leading society ladies of Everett and on the whole has built up a most excellent business.”
Today, Black women represent 42% of new women-owned businesses— three times their share of the female population. (Forbes). Black women are most likely to start a business without a loan. Some notable large companies including Goldman Sachs, Grameen and JP Chase are taking notice of the documented successes of Black women entrepreneurs with targeted lending.
Madame Boyer 2.0, Decarla Stinn
In researching Madame Boyer, I realized a friend of mine is a modern-day version of her. Decarla’s Beauty Supply on Everett Mall Way is the oldest Black business currently open in Everett. When I spoke with Decarla she was so intrigued to learn about Madame Boyer, and we marveled at the uncanny similarities between her and Luella. They were both: transplants to Everett, single moms to daughters, successful beauty supply/salon owners, community activists and advocates for women.
The author Terra Patterson and Decarla Stinn having some vintage fun // Terra Patterson
“I know what catapulted her [Madame Boyer]. She didn’t see numbers, She saw people as family. That manifested in how she spoke to them, treated them, and connected with them with nurturing and care,” Decarla shared.
Decarla knows because she has walked Madame Boyer’s path. They both sold beauty supplies and embodied beauty to supply to those they served. Her customers attest to her loving spirit and service. Decarla Stinn is our modern Madame Boyer… Madame Decarla.
Instead of heading to The South like most African American people of the time, Luella Boyer Brown settled The West and established a legacy of Black women's business in Everett.
Artwork courtesy PlanetTerra.art
Almost one hundred years later, Decarla virtually reincarnates Madame Boyer. Something about Everett, WA inspired these two remarkable African American businesswomen to supply beauty inside and out. They made their special beauty marks and Black “Herstory” in Everett, WA. That says something pretty special about Everett, too.
Frontier Advocate
Luella was an outspoken advocate for Black girls and women. In 1908, she gave a speech, “Save the Girls” at the Sunday Forum (sponsored by The Seattle Republican) that shone a light in the ‘dark corner’ of the community highlighting unhealthy dynamics for Black women and girls.
Save the girls! Speech at the Sunday Forum, sponsored by The Seattle Republican, 1908
“The girl is taught from infancy that the smallest step from virtue will mar her for her whole life, but our boys are encouraged to sow their wild oats. But in order that women may live up to the standard of moral purity we must bring up pure boys and cast out those that debase our girls.”
Today, Black women are 2.5 to 3 times more likely to experience domestic violence and sexual assault (CDC). The “debasers” (i.e. the violators, the perpetrators and pimps) are not cast out. Many of them have platforms and profit from debasement that masquerades as culture and entertainment. Violence in all forms against Black women dovetails with the disproportionately high missing and murdered rates, as well.
In an effort to raise awareness about the murder rates of Black women, Black Femicide- US, founded by Rosalind Page, tracks and reports the numbers on the yearly basis. The victim count for 2021 is 1,472.
Plus les choses changent, plus elles restent les mêmes.
But, we can work to change things.
If you’re in danger of or experiencing Domestic Violence, please call:
Domestic Violence Services of Snohomish County’s 24hr line at 425-25-ABUSE or
The National Domestic Violence 24hr Hotline at 800-799-SAFE
To learn more about or to donate to Black Femicide, check out the linktree to their website, social media and more.
Check out this easy guide to emailing your state representative to tell them you want the Protect Black Women and Girls Act 2020 enacted into law.
Here are some ways to learn, teach and share more about Madame Boyer:
Look for and use these hashtags: #madameboyer, #madameboyerlandmark, #landmark4madameboyer, #MadameBoyerEverett, #MadameBoyerEverettWA
Also, check out Snohomish County Black Heritage Committee and Black SnoCo to know more about African American cultural events in the area.
Terra Patterson’s business name and tagline, Planet Terra Art…Planet of the Arts, is based on her curiosity of many types of art and crafts and her name, Terra (meaning planet Earth). Even though she’s from Florida, she loves mountains and trails more than beaches. As a snowboarding newbie, she is deepening her love and enjoyment of the PNW. Her business is Planet Terra Art and you can follow her on Instagram and Youtube.
