We recently connected with Jasmine Sia Ngegba and have shared our conversation below.

Jasmine Sia, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The story of Sia Jasmine began in 2012, sparked by an authentic and unexpected moment. My mom traveled back to Sierra Leone for my grandfather’s funeral and, knowing how much I loved waist beads, I asked her to bring me a few. To my surprise, she returned with hundreds! She couldn’t decide on which colors to choose, so she brought every color possible instead. At the time, I had just moved into my first apartment and was figuring out how to balance my budget. I quickly realized there was no way I could wear all those waist beads myself, so I decided to start vending them at local events and driving around to different campuses to sell them. What began as a practical solution quickly turned into something much bigger.

The idea felt worthwhile because it solved a dual problem: the underrepresentation of African craftsmanship in the mainstream market and the lack of authentic, meaningful products that connect people to a deeper sense of self. What truly excited me was how these pieces could spark conversations about identity, culture, and beauty while empowering the artisans who created them.

The experience of selling waist beads felt so organic. People were naturally drawn to the story and cultural significance behind each piece. Waist beads are more than jewelry—they’re an expression of identity, beauty, and connection. Seeing how these items resonated with others inspired me to dive deeper, evolving Sia Jasmine into a lifestyle brand that blends African craftsmanship with modern culture.

Sia Jasmine also paved the way for Sia Maternal Wellness, my birth doula concierge service. Both ventures share a core philosophy: honoring the whole person through intentional support and celebration. With Sia Jasmine, I help people connect to their culture and self-expression. With Sia Maternal Wellness, I help birthing families feel seen and supported.

What amazes me most about this journey is how it all started from such a personal place and grew into something that empowers others. It’s proof that authentic beginnings, combined with passion and purpose, can create something truly impactful.

Jasmine Sia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

For those who may not know me, my name is Jasmine, also known as Sia, and I’m the founder of Sia Jasmine and Sia Maternal Wellness. I’m a first-generation Sierra Leonean, born and raised in the DMV area, and my work is deeply influenced by my cultural heritage and the strong entrepreneurial spirit I’ve carried since my early 20s.

The journey into my industry started in 2012 when my mom returned from Sierra Leone with hundreds of waist beads after my grandfather’s funeral. I had only asked her to bring me a few, but she couldn’t decide on colors, so she brought me hundreds instead. At the time, I was adjusting to living on my own, needed extra funds, and realized I couldn’t possibly wear all the beads myself. I started selling them at local events, and the response was incredible. What started as a way to make ends meet quickly grew into a passion for sharing African craftsmanship and culture through handmade waist beads, seed bead bracelets, anklets, custom cartouches, and Arabic nameplates. Today, Sia Jasmine embodies “lifestyle, vibes, and culture” and celebrates the artistry and tradition of African communities.

I’m also the founder of Sia Maternal Wellness, a birth doula concierge service where I not only provide doula support, but connect birthing families with beauty, wellness, and event experts. As a birth worker, I’ve always been passionate about supporting families during one of the most transformative experiences of their lives. From supporting families during pregnancy and birth to coordinating maternity shoots and baby showers to offering wellness support, my goal is to make families feel seen, celebrated, and empowered.

What sets my brands apart is the intentionality behind every product and service. With Sia Jasmine, I prioritize authenticity, working directly with artisans in Sierra Leone and Egypt to create high-quality, meaningful products that tell a story. With Sia Maternal Wellness, I focus on creating a personalized experience for every client, ensuring their unique needs are met. In both spaces, I aim to bring a blend of culture, community, and creativity.

One of the things I’m most proud of is how these brands have organically grown through community support and word of mouth. Whether it’s a customer proudly wearing their waist beads or a family celebrating a joyous milestone with my birth and concierge services, these moments remind me why I started.

For potential clients and followers, I want them to know that my work is a reflection of my heart. It’s about connection—connecting people to their culture, their identity, and their community. Whether you’re looking for a beautiful piece of jewelry, support during pregnancy, or just inspiration to embrace who you are, my brands are here to uplift and empower you.

Where do you think you get most of your clients from?

The best source of new clients for me has always been grassroots, in-person interactions. When I first started, I was vending every weekend, showing up at community events, festivals, and anywhere I could set up a table. I’d also drive to college campuses for impromptu pop-ups, connecting with students who loved the cultural significance and style of my waist beads and jewelry. I even kept my products in the trunk of my car, ready to sell whenever the opportunity arose.

This hustle not only helped me build my clientele but also created genuine connections with my customers. Meeting people face-to-face, sharing the stories behind the products, and seeing their excitement firsthand gave me a unique advantage. They weren’t just buying jewelry—they were buying into a story, a culture, and a vibe. Those moments of connection turned first-time buyers into loyal customers who would spread the word to their friends and family.

Even as my business has grown and adapted to online platforms, I still believe in the power of face-to-face interactions. There’s something special about the energy of vending in person, and it’s a big part of what made Sia Jasmine what it is today.

What do you think helped you build your reputation within your market?

Building my reputation in the market has been a combination of consistency, authenticity, and community engagement. From the very beginning, I made it a priority to show up—whether it was vending at events every weekend, setting up impromptu pop-ups on college campuses, or keeping my products accessible wherever I went. That hustle and dedication to being present in the community allowed me to establish trust and visibility.

What really helped was the personal touch I brought to every interaction. I didn’t just sell products; I shared the stories behind them—the cultural significance of waist beads, the artisans behind the work, and the care that went into every piece. People appreciated the transparency and the connection to something deeper than just fashion or jewelry.

Consistency was also key. My clients knew they could count on me to deliver quality products and services every time, whether they were buying a set of waist beads or hiring me to be their birth doula or booking me to coordinate a maternity shoot through Sia Maternal Wellness. Word of mouth became my strongest ally as happy customers shared their experiences with their friends, family, and networks.

Finally, staying true to my roots and brand values has been a cornerstone of my reputation. Everything I offer, from handcrafted waist beads made by my aunt in Sierra Leone to personalized birth concierge services, is rooted in authenticity and intentionality. People see that my work is a reflection of who I am and what I stand for, which has helped me stand out in a crowded market.

Contact Info:

• Website: https://www.siajasmine.com
• Instagram: @shop.siajas
• Facebook: https://www.facebook.com/shopsiajas
• Other: www.siamaternalwellness.com
  @siamaternalwellness