About Us
Our Story
Founded by Aimee Salmon, a visionary entrepreneur from the Democratic Republic of the Congo, Positively Africana By Aimee stands as Pioneer Valley’s premier destination for authentic African culture, wellness, and artisanal products. Located in the heart of Northampton at Thornes Marketplace ( Level 2), our gift shop is a vibrant bridge between African heritage and contemporary lifestyle.
What Sets Us Apart
Authentic African Products: Each piece in our collection tells a story, carefully selected to represent the finest in African craftsmanship and design.
Holistic Wellness: Our unique blend of traditional African dance and modern fitness creates an innovative physical and mental well-being approach.
Community Impact: 25% of our profits directly support women in the Congo, creating a sustainable cycle of empowerment and growth.
Cultural Bridge: Through events like the Community Gathering, Kwaanza events, Juneenth, and vendor events across New England, we foster understanding and celebration of African culture in Western Massachusetts.
OUR MISSION
We exist to celebrate and share the richness of African culture while empowering communities locally, nationally, and across the Congo.
We also create meaningful connections that transcend borders through our curated collection of authentic African products, immersive fitness experiences, and cultural gatherings.
Our Leadership Philosophy
Ubuntu: I Am Because We Are
At Positively Africana By Aimee, we lead with Ubuntu, an African philosophy that celebrates our shared humanity. Ubuntu means I am because we are. It’s the belief that we rise together, support one another, and create positive change through connection and community. This philosophy guides everything we do: from 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 — whether locally or online — you become part of our Ubuntu family.
Our Offerings
Curated Retail Collection:
Authentic handmade gifts, jewery, African corporate wear, traditional clothing, accessories, The Aimee Dolls, and home décor
Fitness & Wellness:
Virtual and in-person African dance-inspired fitness classes: Afroneats Dance Fitness, Strength Training, Zumba, and Strong Nation HIIT workout
Cultural Experiences:
Community events and workshops celebrating African heritage
Nationwide Reach:
Bringing African excellence to doorsteps across America through our online store
Our Commitment
At Positively Africana By Aimee, we’re more than a store – we’re a movement. We’re committed to:
- Preserving and sharing authentic African cultural experiences
- Supporting sustainable practices and fair trade
- Empowering women entrepreneurs in the Congo
- Creating a welcoming space for cultural exchange and community building
Join Our Journey
Whether you explore our carefully curated products, participate in our energizing fitness classes, or attend our community events, you’re part of a larger mission to celebrate and preserve African culture while creating positive change.
Visit us at Level 2 of Thornes Marketplace in Northampton, or explore our online store to experience the vibrant world of Positively Africana By Aimee.
