By Jennifer Larino

Tammy Mercure, a Mid-City photographer who helped bring the shop in New Orleans, said the name and split pricing is a direct reference to the 66 cents women in Louisiana make for every $1 a man does. That ratio comes from a report by the Institute for Women’s Policy Research released earlier this year.

The goal is to materialize a problem that often appears intangible and, as a result, irreparable, Mercure said.

“I do think a lot of this issue revolves around transparency,” she said. “The more people who are talking and thinking about it the better.”

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