This Juneteenth, don’t just celebrate. Educate yourself. | Calavia-Robertson

Just years ago, Tameika Minor did not celebrate Juneteenth — the day commemorating the end of slavery in America that in 2021 became a federal holiday. Now, the Voorhees resident and founder of Achim Sheli, a group that encourages ethnic and cultural diversity, tells me she’s busy prepping for a community-wide Juneteenth celebration at her local synagogue on Monday.

“I’m from the South,” Tameika, 39, says. “I was born and raised in Virginia. But growing up, I was never taught about Juneteenth in school. I didn’t learn about it until much later when I went to college. And even then, I knew the history but it wasn’t celebrated. Back then, it was mostly celebrated in Texas.”

Particularly in Galveston. In 1863, the Emancipation Proclamation freed all the South’s enslaved. But its enforcement was uneven until the end of the Civil War in 1865. Masters on Southern plantations, continued to make enslaved people work for six months without telling them that they were free.

It wasn’t until June 19, 1865, when Union soldiers arrived at Galveston, that the enslaved there learned the truth. The following year, the newly-free people in the area began celebrating Juneteenth. And its observance has continued there and elsewhere since.

“But not like in the last three years,” Tameika notes. “Since [Juneteenth] became federally recognized, it’s quickly become very commercialized,” she says. “It’s kind of exploded. There was that whole mess with Walmart and the ice cream … and other huge companies jumping in too, just trying to profit off selfishly, without giving anything back to Black communities.”

Last year, Walmart released a “Celebration Edition: Juneteenth Ice Cream,” under its Great Value label. Needless to say, the branding did not go over well with thousands on social media who criticized the company’s move as “inappropriate” and “foolish.” Shortly after, the company apologized and removed the product from its shelves.

On Twitter, Black people encouraged shoppers to buy Black-owned Creamalicious Ice Cream instead.

Angela Branch, 40, a Newark esthetician who owns skincare business Angela Branch Skin Care, says that’s exactly what people of other races wanting to celebrate Juneteenth should do. “Use this opportunity to support Black-owned businesses, engage in Black community initiatives and make sure that your actions are aligned with recognizing and honoring the struggles and triumphs of Black people.”

“Take the time to educate yourself [by going to the library or researching online] about the historical significance of Juneteenth and its impact on Black communities,” she said. “Approach the day with respect, understanding and a commitment to learning and educating others.”

She says people wanting to join in on Juneteenth celebrations should look to have “meaningful conversations with Black people and listen to our experiences.” And advises them to avoid “cultural appropriation” and to stop trying to “make [their participation] ‘trendy’ just for likes on social media.”

What she told me should be centerstage is an acknowledgement of what the day represents, “the painful history of Black people in America, the celebration of ‘freedom,’ and the remembrance of the struggles we continue to face.”

Many of the Black New Jerseyans I spoke with shared their mixed feelings about Juneteenth, a day that for so long was solely “about us and for us” and akin to “our Independence Day,” now being “open” to all. They welcome the increased awareness of Black history and Black resiliency in America, of course, but rightly frown upon those who dishonor that same history by exploiting Black communities for capital gain.

Femi Otuyelu, left, and Nazish Otuyelu, a married couple, who co-own events company Pop Up Next Door, celebrated Juneteenth at a themed event they hosted last Saturday. Nazish says the event, which featured Black-owned businesses, “had it all”: food, desserts, music, a variety of products on sale, and fun activities for kids. “We always have a great turnout with a lot of people that come out and support,” she says. Julian Leshay | For NJ Advance Media

Spouses Nazish Otuyelu, 32, and Femi Otuyelu, 40, owners of events business Pop Up Next Door, want dollars spent on Juneteenth to flow to the Black community. That’s why for the past five years, their company has hosted a Juneteenth event in Elizabeth that features a wide array of Black-owned businesses.

Nazish, who’s Pakistani and has two children with Femi, who’s Nigerian but grew up in New Jersey, told me this year’s event featured a long list of Black vendors and artists from across the state. “We had it all,” she says. “People who sold clothes, fashion accessories, jewelry, soaps and body scrubs …foods, desserts, you name it.”

Similarly, the Juneteenth event Tameika’s organizing in Voorhees will feature food, live music, spoken word poetry, crafts for kids and about a dozen Black entrepreneurs she says are excited to showcase their businesses — “and without having to pay a vendor’s fee because we waived it.” Tickets for event-goers are $19.

Nazish told me Saturday’s celebration included an educational component for children. “We had activities for kids about the history of Juneteenth and showed them a video about its origin and meaning,” she said. She tells me that for her, Juneteenth is both a time to gather with family and friends and to reflect on the work that remains to be done to address racism and systemic inequality in America.

Tameika says she couldn’t agree more. At the event Monday, she’ll be handing out booklets about Juneteenth to attendees. “It’ll be an informative, happy and fun day,” she laughs. And tells me she’s glad to know that the next generation, at least here in New Jersey, “won’t grow up not knowing about and not celebrating Juneteenth. I mean, isn’t that just wonderful?” Indeed, it is.

Daysi Calavia-Robertson may be reached at dcalavia-robertson@njadvancemedia.com. Follow her on Instagram at @presspassdaysi or Twitter @presspassdaysi. Our journalism needs your support. Please subscribe today to NJ.com. Here’s how to submit an op-ed or Letter to the Editor. Bookmark NJ.com/Opinion. Follow us on Twitter @NJ_Opinion and on Facebook at NJ.com Opinion. Get the latest news updates right in your inbox. Subscribe to NJ.com’s newsletters.