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

Mount Holyoke College, MA

I have a BA in Psychology and Education with a minor in Entrepreneurship, Organizations & Society from Mount Holyoke College.

Graduated in May 2023

Fun Facts About Aimee

Proud Frances Perkins Scholar and Mount Holyoke College Graduate

The Frances Perkins Scholarship is the best thing that has ever happened to me in my lifetime! It's allowed me to access high-quality education despite my background as a mom and an immigrant. Being accepted and graduated from this vibrant college proved to me that I can be and do anything I put my mind to. I am humbled and empowered by how my life has changed during my Mount Holyoke years.

Travel Sales Representative and Pop Up Store Manager at The Africana Store

Travel and sales are the new passion I discovered when I started the Africana Store. I enjoy selling my products to different places in New England and connecting with prospective customers. This is my way of educating multiple communities and audiences about Africa and raising cultural awareness. And close sales!

Former Member of the Board of Directors/ Advocate/ Keynote Speaker at The International Language Institute of Massachusetts

I served on the ILI Board as a Member of the Board of Directors and Governance Committee for six years. I had the privilege to work with a diverse team I call friends. In the Spring of 2019, I was a keynote speaker at a big fundraising event advocating for a free English program for immigrants and refugees.

Mother. Wife. Dog Lover

I am a mother of a bright biracial son. We also have a dog. He is a husky and German shepherd mix. I live in Northampton with my little family.

Hiker. Traveler. Explorer. Adventurous.

I love hiking with my family, traveling in different states on holidays, and exploring different places.

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.

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