Sista Santa: Holiday Decor Reimagined with Black Women in Mind

Years before launching her own business, Nikkia Henderson worked as a security guard at the U.S. Chamber of Commerce. This spring, she returned to the Chamber’s Small Business Day—not as an employee, but as an entrepreneur. 

Through her company, Sista Santa, Henderson is redefining holiday decor with inflatable figures that center Black women, including a Black Mrs. Claus. Based in Waldorf, Maryland, the brand currently offers three six-foot inflatables designed for residential displays and community celebrations. 

The idea for Sista Santa developed gradually, beginning with Henderson’s experience decorating her first home. After buying her house in 2017, she started putting together her own collection of holiday decor, treating each season as an opportunity to create traditions inside a space that felt fully her own. As she added new pieces, she noticed a defeating pattern in the available products and imagery. 

As a result, Henderson started sketching new ideas for holiday designs that reflected her own experiences. The concept was not about replacing familiar symbols of the season, but adding to them.

Learning everything from scratch 

At first, Henderson treated Sista Santa as a side project, using early feedback from family and friends to refine the concept and understand how others responded to the idea.

“I would show people the concept, and they would immediately understand it,” she said. “It was something they had never seen before.”

As interest grew, Henderson did much of her learning independently. In small pockets of time, she would research product development, sourcing, and small business basics through online resources, AI, and what she called “YouTube University.” Her morning commute became part of that learning process, giving her time to watch videos, take notes, and think through how to turn an idea into a tangible product. That self-directed approach became a defining part of how Sista Santa was established.

“I’m still learning as I go,” Henderson said. “A lot of it has been figuring things out step by step and adjusting when I need to.”

A turning point—fueled by social media

After the business started to gain momentum, Henderson tested the idea at a local pop-up event. The response was quieter than she had anticipated, and it did not immediately translate into traction.

Looking to reach a wider audience, she turned to social media to share the concept. Within 24 hours of posting on Facebook, the picture had generated roughly 35,000 interactions. Henderson said that experience “was the moment I realized people were actually paying attention.”

More than anything, it gave Henderson the confidence to continue pursuing Sista Santa, but she knew that launching a business would require more than a strong idea and a few viral posts. As she navigated the uncertainty of entrepreneurship, she created a personal contract with herself. It was a signed letter of commitment outlining the promises she wanted to keep as she built the brand.

The document served as a reminder to continue showing up, even during periods of doubt. In it, Henderson committed to investing in herself, her company, and the community she hoped to build around Sista Santa. That included staying connected to her network, creating a sense of sisterhood around the brand, and continuing forward even when the next step was unclear.

“You have to be consistent, even when it’s difficult.”

That same mindset continues to shape how Henderson approaches building her business. “Take what little you have and let it grow,” she said. “You have to be consistent, even when it's difficult. There is a lot to learn, but every step helps you grow.”

For Henderson, the meaning behind Sista Santa extends beyond the product itself. The brand reflects traditions and connections she experienced growing up, particularly through her great-grandmother, who shaped how she views family and the importance of creating lasting moments. 

While the inflatables were created to bring more representation to holiday decor, Henderson hopes her journey of entering an unfamiliar industry, learning along the way, and working through persistence encourages others to pursue their own ideas.

“If you have an idea, a vision, or something you feel called to do, don’t count yourself out,” she said. “Just start.”

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.