About Us
Founded by Aimee Salmon, originally from the Democratic Republic of the Congo.
Positively Africana By Aimee exists to serve as a cultural bridge—sharing authentic African products, wellness, and community experiences.
Positively Africana By Aimee is a lifestyle brand celebrating authentic African culture through retail, fitness, and community. Founded by Aimee Salmon – Founder & CEO, Business Strategist, Cultural Bridge Builder, and Fitness Entrepreneur – we are Pioneer Valley’s premier destination for African artisanal products, African-inspired wellness, and cultural connection.
WHAT SETS US APART
Authentic African Products
African-Inspired Wellness
Community & Cultural Connection
Social Impact
Empowering Women Entrepreneurs in the Democratic Republic of the Congo
Supporting Children & Artisan Partnerships in Kenya
In addition to our work in the DRC, we support the Jitegemee Children’s Program and collaborate with artisan partners based in Kenya. These partnerships focus on community development, education, and fair-trade artisan work—ensuring ethical sourcing while uplifting families and preserving cultural craftsmanship.
Together, these initiatives create sustainable economic cycles across Africa while honoring our commitment to integrity, transparency, and community impact.
OUR MISSION
We create meaningful connections through our curated collection of authentic African products, immersive African-inspired fitness experiences, and cultural gatherings rooted in African wisdom and healing traditions.
UBUNTU WITH BOUNDARIES
Ubuntu: I Am Because We Are - With Boundaries
At Positively Africana By Aimee, we lead with Ubuntu, an African leadership philosophy celebrating our shared humanity. Ubuntu means I am because we are – the belief that we rise together, support one another, and create positive change through connection and community.
This philosophy guides everything we do – from our wellness approach that honors collective healing, to supporting women entrepreneurs in the Congo, to building a welcoming community in Northampton and beyond. When you shop with us, join our fitness classes, or attend our events, you become part of our Ubuntu family, where we rise together with respect and reciprocity.
OUR OFFERINGS
Retail: Curated African Products
Fitness: African-Inspired Wellness Programs
Community: Cultural Experiences & Events
OUR COMMITMENT
We’re committed to preserving and sharing authentic African wellness traditions, bringing African-inspired wellness to communities locally and nationally, supporting sustainable practices and fair trade with our artisan partners, empowering women entrepreneurs in the Congo through direct profit-sharing, creating welcoming spaces for cultural exchange and community healing, and honoring Ubuntu through both generosity and boundaries.
JOIN OUR JOURNEY
Whether you explore our carefully curated products, participate in our African-inspired fitness classes, or attend our community wellness events, you’re part of a larger mission to celebrate African culture, honor ancestral wellness wisdom, and create positive change through community healing.
