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.
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.
A certified fitness instructor and Mount Holyoke College alumna, Aimee bridges African Ubuntu philosophy with strategic business leadership. Located at Level 2 in Northampton, we serve communities locally, nationally, and across Africa – where African heritage meets modern wellness.
Curated by Aimee. Handmade by artists across the African continent. Community-powered. Nationwide shipping. 25% of our profits support women entrepreneurs and artists in the Congo.
WHAT SETS US APART
Authentic African Products
African-Inspired Wellness
Our fitness approach blends ancestral African movement and healing traditions with modern fitness science. Classes include Afrobeats Dance Fitness, Strength Training, Zumba, and Strong Nation HIIT – all rooted in Ubuntu Leadership philosophy and community-centered wellness. Available virtually and in-person at Helix Studio, Level 3.
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
Authentic handmade gifts, jewelry, African corporate wear, traditional clothing, fashion accessories, The Aimee Dolls, home décor, and artisanal products. Available in-store at Positively Africana By Aimee, Level 2, Northampton, and online with nationwide shipping at positivelyafricana.com.
Fitness: African-Inspired Wellness Programs
Classes blend traditional African dance, movement practices, and holistic wellness with modern fitness science. Afrobeats Dance Fitness, Strength Training, Zumba, and Strong Nation HIIT—all available virtually and in-person at Helix Studio, Level 3. Membership options available with 10% off retail purchases and priority event access.
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.
Featured Partner
Positively Africana By Aimee Kenya Representative
Name: Mary
Positively Africana By Aimee Kenya Representative
Location: Nairobi, Kenya
Working with Positively Africana By Aimee has been a lifeline for me, both financially and personally, especially during difficult times. The opportunities and support I’ve received have allowed me to sustain my business and provide for my family when it mattered most. Through Aimee’s training and guidance, I’ve grown in confidence, sharpened my craft, and learned how to manage my business more effectively
Jitegemee Children's Program
Jitegemee Children’s Program is a nonprofit organization in Machakos, Kenya, dedicated to empowering children and youth through education, vocational training, mentorship, healthcare, and economic opportunity. Their holistic approach helps create brighter futures for individuals, families, and communities.
Our Impact
At Positively Africana By Aimee, 25% of our profits directly support Jitegemee Children’s Program. Every purchase helps expand access to education, mentorship, vocational skills, and wellness resources that empower the next generation.
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.
