by BOTWC Staff

This is exactly what we want to see!

Stafford Braxton, a holiday photographer at Crabtree Valley Mall, was frequently asked if a Black Santa would be present for photos. After tirelessly advocating for one to be present, these customers were frequently disappointed by the mall’s lack of effort. “We’re not even trying to take over the chair,” Braxton told WRAL, “just give us a one-time event to let the people know, ‘hey, we hear you.'”

In 2012, Braxton discovered Santa Warren, a Black Santa! A year later, he founded Santa Just Like Me, bringing a much-needed gift to all of the East Coast’s little Black boys and girls.

This North Carolina company hosts an annual event at the Hayti Heritage Center in Durham, bringing families together to take photos with Santa. Braxton was approached by a grandmother in tears after seeing her granddaughter with Black Santa two years ago. “And she had me crying, and of course I refused to let her pay for those pictures,” Braxton explained. “There are numerous such stories. Parents who are simply grateful that we are doing this and providing them with the opportunity.”

Braxton and Santa Warren are currently visiting malls in North Carolina and Virginia to spread holiday cheer. The CEO hopes that other businesses in the area recognise the need for representation and prioritise it. In the future, he plans to become a nonprofit so he can bring Santa to areas in need.

“I think businesses are waking up, you know, and I’m seeing more Black Santa decorations in stores than I’ve ever seen. “Just seeing warms my heart,” Braxton said.