In the Black, a Black-owned marketplace in the Fillmore, has faced challenges three years into its three-year run. The store, which opened in 2023, aims to lower barriers for Black entrepreneurs and rebuild economic life through shared retail space. The business model allows vendors to rent shelves and floor space instead of the cost of a storefront alone. However, low foot traffic has led to low visibility and increased interest in the store. The goal is to make the storefront feel like a "third space," part retail shop and a cultural hub. Despite this success, awareness remains a significant barrier to the store's success.