I’d like to bring to your attention a phenomenon – an African-American woman who owns a major golf resort, a luxury inn & spa and the WNBA’s Mystics.

She is a first lady of sorts: the first certified Black female billionaire (yes, even preceding Oprah); the first African-American woman to be an owner or partner in three professional sports franchises; and the first African-American woman to own a golf resort. You may not be familiar with her name, but Golf.com recently posted an article about this co-founder of Black Entertainment Television and aspiring golf mogul, Sheila Johnson.

Ms. Johnson is representative of a niche segment of consumers we at Diversity Affluence refer to as Royaltons. Her extensive real estate holdings and portfolio of successful ventures have firmly placed her in the wealthiest stratum of this segment which is a group not even on the radar of most marketers – if their lack of marketing effort toward them is any indicator.

Note her vitals:

· 60 years old

· daughter of a neurosurgeon

· mother of two children

· divorced (after 33 years of marriage)

· accomplished violinist, professional photographer, author, documentary film producer and luxury linens designer

· budding golf enthusiast

· owner of several show horses

· generous philanthropist

That should blow away your notion of the typical African-American consumer. Sheila Johnson may be a first, but she is one of many.

Luxury brands would be wise to follow the adventures and acquisitions of this affluent African-American Royalton (AAR) as well as her peers. In prior years Forbes and Black Enterprise have paid homage to other AARs such as: Renetta McCann, Ann M. Fudge, Marian Wright Edelman, Sharon Sayles Belton, Cathy Hughes and Sylvia Rhone. These black female powerhouses are redefining the landscape of business across industries. Follow them, offer them a seat on your board, invite them to become diversity advisors to your business.

Insanity has been defined as doing the same thing over an over and expecting a different result. In the same way, continuing to target the usual prospects will deliver the usual results.

Do you know where and how to reach the affluent ethnic consumer? Diversity Affluence can help.

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