This analysis of Toni Morrison’s latest novel, God Help the Child describes the features of the Black female protagonist who overcomes obstacles from her birth to adulthood. These obstacles are linked to her skin color, which is considered ugly and unworthy. However, she manages to embody the values of the New Negro, whose talents are manifested particularly through her skills in entrepreneurship. Resorting to the concept of the New Negro, this contribution aims to show that success in business helps the Black female character to gain her status as a citizen. The result of this reflection is that the novel God Help the Child exemplifies the concept of the New Negro, which implies defining the way Black people can acquire their own identity and citizenship in a world dominated by white ideology.