As African art and home decor is becoming progressively more popular there is more discussion and on the importance of ethically purchasing and showcasing these cultural heirlooms. Tanaka Africa believes that it is important that customers appreciate the cultural value and context of African artists and their art. Ethical buying means taking care to contextualize the art with the narrative of the artist and their story-in private as well as in the public sphere. African art and home decor provide cultural richness to a home's ambiance as reflect what the home values. The items tell various ethnic groups' spiritual, ceremonial and historical stories. It is important to remember that these cultural mementos are not mere commodities in a financial market but works that mirror histories and connect individuals to those histories.