About Aimee

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.