From 56 West 135th, UNIA also began selling shares for a new business, the Black Star Line. Seeking to challenge white domination of the maritime industry, the Black Star Line based its name on the White Star Line. Garvey envisioned a shipping and passenger line travelling between Africa and the Americas, which would be black-owned, black-staffed, and utilised by black patrons. He thought that the project could be launched by raising $2 million from African-American donors, publicly declaring that any black person who did not buy stock in the company "will be worse than a traitor to the cause of struggling Ethiopia".