About Aimee
A Legacy of African Excellence: The Positively Africana By Aimee Story
I am Aimee Salmon, and my journey embodies the transformative power of African resilience. From the volcanic eruption that reshaped my Congolese hometown to establishing Pioneer Valley’s premier African cultural destination brand at Level 2 of Thornes Marketplace, every step of my path infuses Positively Africana By Aimee with unmatched authenticity and purpose.
From the Democratic Republic of the Congo to Pioneer Valley: A Vision Realized
My journey through Rwanda’s refugee camps to the prestigious halls of Mount Holyoke College wasn’t just a path of survival – it was the foundation of something extraordinary. Armed with a degree in Psychology and Education, enriched by Entrepreneurship, Organizations, and Society studies, I’ve created more than a business; I’ve established a sanctuary where authentic African excellence thrives.
Academic Excellence Meets African Heritage
I gained more than knowledge at Mount Holyoke College, one of America’s premier women’s colleges— I discovered how to bridge worlds. Today, this unique combination of psychological insight and entrepreneurial acumen transforms how Pioneer Valley experiences African culture. Every product we curate and every movement class we lead carries the distinct rhythm of African excellence, enhanced by academic understanding and lived wisdom.
Movement, Mindfulness, and African Wellness
As a Certified Group Instructor and Personal Trainer whose roots run deep in African soil, I create transformative experiences that blend physical vitality with cultural authenticity. Our movement classes don’t just exercise the body—they celebrate African rhythms, nurture the spirit, and build community through shared joy and understanding.
Curating Tomorrow’s African Legacy
Each carefully selected piece in our distinguished store at level 2 of Thornes Marketplace tells a story of African artistry and innovation. Our collection isn’t just inventory – a carefully orchestrated symphony of African excellence where traditional craftsmanship meets contemporary relevance.
Impact with Purpose
Our commitment to directing 25% of profits to women in Congo flows from my deep understanding and personal connection. This isn’t distant philanthropy – it directly empowers African women, creating positive change that crosses continents and generations.
The Power of Authentic Leadership
When you step into Positively Africana By Aimee, you’re experiencing the convergence of Mount Holyoke College academic excellence, certified fitness expertise, and genuine African heritage. This unique combination creates experiences where psychology meets African wisdom, movement celebrates African rhythms, and commerce serves African empowerment.
A Local Heart with National Reach
Today, Positively Africana By Aimee stands as a beacon of African excellence that radiates far beyond our Pioneer Valley roots. We’ve grown our brand nationally from our flagship location at Level 2 of Thornes Marketplace, Northampton, sharing authentic African culture across America. While our physical home remains the cultural heart of Pioneer Valley, our digital presence and nationwide shipping allow us to touch lives across the country.
Our unique position as both Pioneer Valley’s premier African cultural destination and an emerging national brand gives us the unparalleled ability to maintain intimate local connections while serving a growing national community. Through our e-commerce platform, nationwide shipping, and digital programs, we bring the same excellence and authenticity that defines our local presence to customers across America.
Certifications & other credentials
Certifications
- Certified Zumba Instructor
- Certified Strong Nation HIIT Instructor
- Certified Zumba Gold Instructor
- Certified Zumbini Instructor
- Certified Group Exercise Instructor
- Certified Personal Trainer
- Certified Specialist in Sports Nutrition
- First Aid and CPR Certified
Mount Holyoke College, MA
I have a BA in Psychology and Education with a minor in Entrepreneurship, Organizations & Society from Mount Holyoke College.
Fun Facts About Aimee
Proud Frances Perkins Scholar and Mount Holyoke College Graduate
Travel Sales Representative and Pop Up Store Manager at The Africana Store
Former Member of the Board of Directors/ Advocate/ Keynote Speaker at The International Language Institute of Massachusetts
Mother. Wife. Dog Lover
Hiker. Traveler. Explorer. Adventurous.

Education Coordinator at BNI Blaze
BNI is the world’s leading business referral organization, with over 292,920 Members in over 10,805 BNI Chapters worldwide. Email me if you are interested in visiting our chapter.
Join Our Movement
This is more than a business – it’s a transformative force in African cultural commerce. Every product, class, and interaction adds to a legacy of excellence uniquely Positively Africana By Aimee. Here, in the heart of Pioneer Valley, we’re creating something extraordinary – a place where African excellence isn’t just celebrated, it’s lived.
As we grow nationally while deepening our local roots, Positively Africana By Aimee remains true to its essence: a brand born from personal truth, shaped by academic excellence, and dedicated to sharing authentic African culture with our cherished local community and growing national family.