Imani Murray Spearheads Atlanta Wellness Walk Powered by Square

What started as a personal self-care routine of buying flowers every Friday, has now turned into a self care movement that shows the many layers of self care. Founder Imani Murray launched The Self Care Lab just last year on National Self Care Day, and its viral walk club videos have gained the attention of Square.

On October 18, Imani partnered with Square along the Atlanta Beltline and included a 3-mile walk, shoe giveaways, goodies, various activations, and more. With local business favorites like Just Add Honey and Little Tart joining the party, and influencer Kirah Ominique hosting the event, Imani’s impact continues to bloom by proving that self-care isn’t just a trend, and that self care comes in many forms for women of all ages.

Women For The Culture: “Fridays Are for Flowers” started as something personal and bloomed into a whole movement. When did it click for you that what you were building was bigger than just a self-care moment?

Imani Murray: It honestly still shocks me to this day. After every event, I leave in awe of the response. It initially clicked after our first pop-up experience in Atlanta on National Self-Care Day in 2024. That night, we had 100 people come out and enjoy the different self-care activations. And it wasn’t just women enjoying it! Men were building their own flower arrangements, getting massages, and enjoying the mocktails. Everyone kept saying how much they “needed this.” That’s when I realized it was bigger than me. It was about creating spaces where people could relax, connect, and pour back into themselves together.

W4TC: This Beltline walk is about so much more than just getting steps in. It's about sisterhood and wellness wrapped together. What was the vision behind creating this kind of space for Black women?

IM: The vision came from wanting to see more of us on the Beltline in community. For a while after moving to Atlanta, I wasn’t seeing many women who looked like me walking together or even prioritizing wellness publicly when I would go for my hot girl walks on the Beltline. I also understood how difficult it can be to find genuine friendships as an adult in a new city. So I decided to fill that gap and create the space I wished existed.

W4TC: So many wellness spaces can feel out of reach or not made with us in mind. How have you been intentional about keeping The Self Care Lab real, accessible, and rooted in the community?

IM: I’m not a wellness expert, and I don’t pretend to be. I’m just someone who’s continuously discovering what self-care looks like for me and inviting others to do the same. The Self Care Lab is built around what genuinely brings me peace, which can be coloring, walking, flowers, mocktails, the list truly goes on. Our experiences are meant to feel like a good time while also giving you the space to pour into you. Making our signature pop-up events free is a big part of that accessibility factor because self-care should never feel like a luxury, it’s a lifestyle.

W4TC: You’re teaming up with Square for this event. How did that partnership come to life, and what does it mean for what you’re building?

IM: Square actually reached out after seeing what we were building with our walk club community, which meant a lot. Especially as someone who uses Square for my creative agency Leda & Co., it felt good to be supported by a brand that I rely on every day. It’s further confirmation that what we’re doing is needed in the world.

W4TC: Wellness has kind of turned into a trend lately, but what you’re doing feels deeper than that. How do you make sure the heart of your mission stays front and center as you grow?

IM: The Self Care Lab came from a real need to slow down, pour back into myself and to inspire others to do the same. So as things grow, that energy has to stay at the core of everything we do. If something doesn’t align with that or feels performative, we don’t do it. I always want what we create to feel intentional, meaningful, and authentic.

W4TC: If someone shows up to the Beltline walk for the very first time, what’s the one feeling or reminder you hope they leave with?

IM: I hope they leave feeling proud of themselves! Proud for showing up, for taking that time, and for choosing to pour into their well-being. Especially on a Saturday morning when sleeping in sounds so good! I want them to leave reminded that self-care doesn’t have to be complicated; it can be as simple as putting one foot in front of the other and enjoying good conversions and the outdoors with like-minded women.

Keep up with Imani Murray and the impact she's making with The Self Care Lab; we