Cover image: Nofi Store façade
© Entrée to Black Paris

After a recent ETBP Spirit of Africa walking tour in Château Rouge, I visited a stretch of rue Myrha that I knew was being revitalized to see what progress had been made regarding building demolition and construction.

I was pleasantly surprised to discover that Nofi Store, a boutique that celebrates Black culture, had moved into one of the new buildings that have been erected in the neighborhood.

New buildings at 37 and 39 rue Myrha
© Entrée to Black Paris

As I approached the boutique, I was immediately seduced by the display of Congolese wax cloth and books (including several children's books) in the window.

Wax Bazaar - Congolese wax fabric
© Entrée to Black Paris

I was particularly intrigued by the book entitled Histoire de l'Amerique Noire, des plantations à la culture rap (Black American History from Plantations to Rap Culture)* by Pascal Archimede.   Published by Nofi Editions in French and in English in 2018, it looks at the development of the Black community in the U.S. through the lens of music.

Black American History from Plantations to Rap Culture - book cover
© Entrée to Black Paris

I crossed the threshold of the store to find a table piled with fabrics manufactured by WaxBazaar in Congo as well as more books.

Welcome mat
© Entrée to Black Paris

Black American History from Plantations to Rap Culture - book cover
© Entrée to Black Paris

During the tour I led that morning, I had explained to the group that the majority of "African" fabrics sold in the neighborhood were made in Europe.

So, I resolved to include Nofi Store in my presentation of equitable commerce establishments on rue Myrha.

Against the wall was a display of Sawa Shoes - sneakers manufactured in Ethiopia.  From 2015 to 2022, Sawa operated in the same commercial space that Nofi Store now occupies.  It then moved to rue de Lancry in the 10th arrondissement. (Sawa closed the rue de Lancry boutique in February 2025, with a promise to return in September 2025.)

Sportswear, pillows, and artwork are among the other items sold at Nofi Store.

Merchandise at Nofi Store
All images above © Entrée to Black Paris

I asked a salesperson about the N&F that appears on the welcome mat at the entrance.  She told me that it stands for Noir et Fier (Black and Proud), and that Nofi is a contraction of the words "noir" (black) and "fier" (proud).

She then introduced me to Judith Apey, the store manager.

Judith Apey
© Entrée to Black Paris

Nofi Store opened in the 18th arrondissement in the aftermath of the 2024 Paris Summer Olympics.  It is part of Nofi Group, which also operates a robust online media platform and radio station.  

Nofi was founded by Christian Dzellat, who grew the concept from a 2004 marketing campaign for a t-shirt bearing the words "noir et fier."  He launched the group on February 14, 2014, the anniversary date of Malcolm X's assassination.

Nofi Store is open from Tuesday through Saturday from 11 AM to 7 PM:

Nofi Store
37 rue Myrha
75018 Paris
Metro: Château Rouge (Line 4)

Visit its online boutique HERE.

*Read Nofi Group's in-depth interview with Pascal Archimede (in French) by clicking HERE.