Meet Aimee Salmon | Founder & Operator of Positively Africana, LLC

We had the good fortune of connecting with Aimee Salmon and we’ve shared our conversation below.

Hi Aimee, we’d love to hear more about how you thought about starting your own business?
1. When I decided to start my own business, I had a multitude of reasons driving me. Firstly, the desire for independence and autonomy played a significant role in my decision. I yearned to be my own boss, with the freedom to make decisions, manage my time, and achieve a healthy work-life balance.

Additionally, after graduating from Mount Holyoke College with a degree in Psychology and Education and a minor in Entrepreneurship, it became clear to me that starting my own business was the ideal platform to integrate all my passions. By leveraging my diverse interests, I could develop innovative products and services aligned with my personal and professional goals. This allowed me to turn my dreams into a reality and create a successful business from the ground up.

Another driving factor was the financial opportunity that starting a business presented. I aimed to create a profitable venture that added value to customers and generated financial success. Moreover, I wanted to contribute to the economic growth of African women entrepreneurs and artists by providing them employment opportunities and fostering economic development. Developing an innovative business concept that met market demands was crucial in achieving these objectives.

Running my own business also gave me the flexibility and freedom I desired as a mother and woman of color. It allowed me to have greater control over my working hours, work from various locations, and set my priorities accordingly. This flexibility has proven invaluable in maintaining a balanced and fulfilling lifestyle.

Furthermore, making a positive difference in the lives of others has always been a core motivation for me. Helping my customers stay active and healthy while building a supportive community gives me a deep sense of purpose and meaning. Additionally, supporting women entrepreneurs and artists across Africa who work tirelessly to make our products allows me to make a tangible and positive impact, empowering them to thrive and succeed in their endeavors.

Lastly, embarking on the journey of being a business owner has been instrumental in my personal and professional growth. It has challenged me to learn new skills, solve complex problems, and navigate unfamiliar situations. Although not without its difficulties, starting and growing my own business has proven to be an incredibly rewarding experience. It has pushed me to expand my knowledge, push my boundaries, and achieve personal growth I never thought possible.

In summary, a combination of factors drove my decision to start my own business. The desire for independence, the pursuit of my passions, the potential for financial success, the flexibility to balance personal and professional commitments, the opportunity to make a positive impact, and the platform for personal and professional growth all played a pivotal role in shaping my entrepreneurial journey.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Thank you for your interest in Positively Africana!

I’m Aimee, the founder and Operator of Positively Africana, LLC, and I am from the Democratic Republic of the Congo. I earned a Bachelor of Arts in Psychology and Education with a minor in Entrepreneurship, Organizations, & Society from Mount Holyoke College, where I was a Frances Perkins Scholar. I hold multiple exercise instruction certifications and am a certified sports nutrition specialist. I am a proud mother.

What sets me apart is my dedication to showcasing Africa’s creativity, beauty, and cultural legacy through our authentic, handmade crafts and accessories and teaching group exercise classes to help my customers stay physically, mentally, and emotionally healthy.

My vision and passion for African culture, women’s economic empowerment, health and wellness, and entrepreneurship have been the driving force behind the success of Positively Africana.

Let me take a moment to introduce Positively Africana, LLC to you. We are a one-of-a-kind authentic handmade gift shop located at Thornes Marketplace in Northampton. As a woman born and raised in the Democratic Republic of Congo and a Mount Holyoke College graduate, I created Positively Africana to create jobs and economic opportunities for African women entrepreneurs and artists from different parts of Africa.

We aim to celebrate Africa’s creativity, beauty, and rich cultural legacy in Massachusetts and beyond. At Positively Africana, we offer various products, including handmade jewelry, home decor, accessories, high-quality clothing, vibrant athleisure wear, The Aimee dolls, energetic group fitness classes, and a corporate wellness program.

What sets us apart is that we are not just about providing exceptional products and services; we also strive to impact humanity positively. We proudly support women entrepreneurs and artists in the Congo by donating 25% of ALL profits to them, enabling them to continue creating arts, crafts, and culture. We share their stories and mine with the people in our community in Massachusetts and beyond, allowing them to find fulfillment and joy in their work by using their gifts and talents. By shopping with us, customers become part of a movement that honors and showcases Africa’s unique artistry and traditions. We also inspire people in our community to shop with purpose!

To make shopping more convenient for our customers, we have launched a user-friendly website that brings our products to their doorstep. No matter where they are, we can ship our products nationwide. Visit our website at https://positivelyafricana.com/ to explore our collection and experience the wonders of African heritage.

One of our essential products is the Aimee Dolls. These dolls are not only beautiful but also crucial for representation. Black dolls are necessary for inclusivity and diversity in the toy industry. Every child deserves to have dolls that reflect their unique identity and heritage. The Aimee Dolls empower our children with toys that embrace cultural identity. Growing up in the Congo/ Africa, all my dolls were white, highlighting the depth of racial issues. I want to see children of all races exposed to dolls that reflect their culture and celebrate African heritage from a young age. We envision the Aimee Dolls in every home, school, classroom, and doctor’s office. We aim to spread them everywhere.

Our authentic handmade gift shop is at Level 2, Thornes Marketplace, 150 Main St, Northampton, MA. Our Group Fitness classes and workshops are hosted at Studio Helix, Level 3, Thornes Marketplace, 150 Main Street, Northampton, MA.

To learn more about Aimee Salmon, the Founder and Operator of Positively Africana, please visit https://positivelyafricana.com/meet-aimee/. You can also find more information about our business at https://positivelyafricana.com/ and our offerings at https://positivelyafricana.com/about/.

I wanted to create a brand that celebrates and promotes the richness and diversity of Africa. That passion translates into every aspect of our business, from product design to marketing strategies.

I’m incredibly proud of our commitment to authenticity and positive representation. We prioritize sourcing products that reflect the continent’s cultural heritage and challenge stereotypes. By doing so, we have gained a loyal following of customers who appreciate our dedication to cultural appreciation and inclusivity.

Quality and craftsmanship are also crucial to our success. We work closely with skilled artisans and local communities to ensure our products meet the highest standards. This dedication to excellence has earned us a reputation for producing high-quality, unique, and sustainable products that our customers love.

Building a successful business hasn’t been easy, but I have overcome challenges through determination and perseverance. Strategic planning and execution have significantly impacted our brand’s success. We constantly analyze market trends, develop new products, and implement effective marketing campaigns to stay ahead of the competition.

Customer satisfaction and engagement are top priorities for us. We value building strong relationships with our customers, listening to their feedback, and continuously improving our products and services to meet their needs. This customer-centric approach has helped us build a loyal customer base and attract new customers through positive word-of-mouth.

The lessons I’ve learned include staying true to my vision and passion, embracing authenticity, and constantly striving for excellence. I’ve also learned the value of building solid customer relationships and the power of positive representation.

Our authentic, handmade products celebrate Africa’s creativity, beauty, and cultural legacy at Positively Africana. Our vision and passion, authenticity and positive representation, quality and craftsmanship, strategic planning and execution, and customer satisfaction and engagement are the key factors that set us apart and drive our continued growth and success. We are proud to be a brand that makes a positive impact by supporting women entrepreneurs and artists in the Congo

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
When someone or a friend visits the Pioneer Valley, I highly recommend exploring the vibrant downtown areas of cities like Northampton. Northampton is a hub of activity, offering an incredible array of shops, restaurants, and local businesses that truly embody the Valley’s unique culture and close-knit community.

In Northampton, you’ll discover a diverse range of shops that cater to all interests and tastes. Whether you’re searching for one-of-a-kind clothing pieces, handmade crafts, or locally sourced products, there’s something for everyone. The local shops are a treasure trove of creativity and showcase the Valley’s artisanal spirit. Exploring these stores is not only a fulfilling shopping experience but also a way to support local entrepreneurs and contribute to the community’s growth.

When it comes to dining, Northampton is a food lover’s paradise. The city boasts a vibrant culinary scene, with an impressive selection of restaurants serving up an array of cuisines. From cozy cafes and family-owned eateries to upscale dining establishments, there’s no shortage of options to satisfy your taste buds. By dining in Northampton, you not only get to savor delicious meals but also support local farmers and producers who supply the freshest ingredients to these establishments.

Beyond the delightful shops and delectable dining, Northampton is a place where community thrives. The city is home to a myriad of local businesses that foster a strong sense of belonging. From independent bookstores and art galleries to cozy coffee shops and music venues, there’s always something happening in Northampton. Engaging with these businesses and attending community events allows you to immerse yourself in the local culture and connect with the friendly residents who make Northampton the vibrant place that it is.

So, when you or a friend visit the Pioneer Valley, make sure to explore the vibrant downtown areas of cities like Northampton. It’s not just about enjoying the fantastic shops, restaurants, and local businesses – it’s about immersing yourself in the Valley’s unique culture, understanding the local flavor, and forging connections with the welcoming community. The experience will leave you with cherished memories and a deeper appreciation for the Pioneer Valley.

Who else deserves some credit and recognition?
I would like to express my gratitude to several people and groups who have contributed to my success. Firstly, I want to thank my mother for instilling important values in me during my upbringing. Her strength, hope, and resilience continue to inspire me every day.

When I moved to the US from the Democratic Republic of the Congo a decade ago, I couldn’t speak English. Attending English classes at the International Language Institute of Massachusetts exposed me to new cultures and languages, which motivated me to pursue higher education. I am grateful to my professors and mentors at Mount Holyoke College, who played a significant role in shaping my personal and professional life.

Finally, I extend my thanks to everyone who has supported me in my entrepreneurial endeavors, especially my team, customers, and the hardworking African women who contribute to the success of my business, Positively Africana. I am also grateful to my family and friends for their unwavering support. I couldn’t have come this far without all of you.

Website: https://positivelyafricana.com/

Instagram: https://www.instagram.com/positivelyafricana/

Linkedin: https://www.linkedin.com/company/africana-dance-fitness

Facebook: https://www.facebook.com/AimeeF.Salmon

Image Credits
Nikki Gardner Photography