By Aimee Salmon, Founder & CEO, Positively Africana by Aimee
I’m Aimee Salmon, founder of Positively Africana by Aimee, and today I want to share something deeply personal: the story of how a dream born in the Democratic Republic of the Congo became New England’s number one African cultural destination.
This isn’t just a business story, it’s a story of resilience, ancestral guidance, and the power of community.
🌍 Looking Back: From Humble Beginnings to Extraordinary Growth
In 2017, I started with nothing but a vision rooted in the teachings of my ancestors. No trust fund. No financial safety net. Just faith, determination, and the sacred philosophy of ubuntu—the belief in our shared humanity—taught to me by my grandmother in the Congo.
Then: Just me, my son, and a simple tent at vendor events, sharing African culture with anyone who would listen.
Now: Positively Africana by Aimee has grown into New England’s leading African cultural brand, with a thriving storefront located at Level 2 of Thornes Marketplace in Northampton, MA.
When you visit us, you’re not just stopping by a marketplace—you’re entering the heart of Positively Africana, where culture, community, and authenticity come first.
✨ A Journey of Transformation
My path from a young Congo immigrant to a Mount Holyoke College graduate, certified fitness professional, and cultural entrepreneur has been anything but ordinary.
Every chapter has been guided by my ancestors’ wisdom and the Ubuntu spirit. Today, I fluently speak Swahili, French, English, and several African dialects, a gift that allows me to bridge continents and represent a vibrant community of African artisans with integrity.
When you support Positively Africana by Aimee, you’re not just purchasing a product, you’re joining our cultural community, experiencing stories I’ve lived, and carrying a piece of Africa into your everyday life.
💜 What Makes Us Different
We’re not just a store. We’re a cultural movement rooted in ancestral love, preservation, and empowerment.
Our Ubuntu Leadership Approach:
- 25% of profits go directly to supporting women artisans in the Congo
- Monthly Community Nights that bring people together through story and celebration
- Cultural education rooted in lived experience, not textbooks
- Vendor events across New England that foster real connections
📅 Upcoming Events & Community Opportunities
We’re more than a marketplace, we’re your space to connect, learn, and thrive.
🫂 Monthly Community Night
Experience authentic Ubuntu in action—storytelling, culture, connection.
👩🏿🤝👩🏾 African Women Connection Gatherings
A sisterhood rooted in heritage, strength, and solidarity.
⛺️ Vendor Events Across New England
Expanding our reach, bringing African culture to new audiences.
💪🏿 New Fitness Class Schedule
From Afrobeats to Zumba, Strong Nation, and Functional Strength Training, wellness is woven into our cultural mission.
🌟 Member-Only Benefits
Join the Positively Africana family and unlock:
- 10% off all purchases (online & in-store)
- Priority access to new collections & events
- Exclusive cultural education sessions
- Early access to limited-edition artisan items
🌱 Our Social Impact Mission
Every time you support us, you’re fueling global change:
💜 Empowering women artisans in the Congo through direct partnerships
💜 Building sustainable opportunities in African communities
💜 Preserving and sharing authentic African cultural traditions
💜 Creating inclusive spaces for cultural exchange in New England
This is more than retail, it’s restoration.
📍 Visit Us or Connect Online
In-Person:
Positively Africana by Aimee
Level 2, Thornes Marketplace
150 Main Street, Northampton, MA
Online:
🌐 positivelyafricana.com
📧 aimee@positivelyafricana.com
📞 413-297-8010
📱 Instagram: @positivelyafricana
💬 A Message From Aimee
Building Positively Africana by Aimee from the ground up—without investors or outside funding—has taught me that vision, ancestral wisdom, and community are more powerful than any startup capital.
This journey is proof that when we rise together, we rise higher.
Thank you for being part of this mission. You’re not just supporting a brand—you’re helping preserve African culture, empower women across continents, and build meaningful bridges between communities.
As Ubuntu teaches us:
“I am because we are.”
Together, we thrive.
With deep gratitude and love,
Aimee Salmon
Founder & CEO, Positively Africana by Aimee
P.S. Want to see how far we’ve come? Check out our latest social media posts for a behind-the-scenes look—from tent to thriving cultural hub.
