We were lucky to catch up with WAFA AOUCHICHE recently and have shared our conversation below.

WAFA, thanks for joining us, excited to have you contributing your stories and insights. We’d love to go back in time and hear the story of how you came up with the name of your brand?

A lot of people ask how I came up with the name “Burgundy Roots”. Burgundy is the colour of rebirth and its roots are universal. The term “Roots” in Jamaican culture refers to conscious Roots Reggae music, a lifestyle of resistance and freedom. “Roots” embodies the importance of knowing yourself, your history and direction in life. It’s about spiritual consciousness and awakening.

Coincidentally, the colour of the “root” Shakra happens to be burgundy as well. Burgundy signals magnificence. It appeals to our inner regality, stirring us to reclaim our best selves. It’s about grounding yourself and feeling at home even while far, far away from there. The goal is to ground yourself in a graceful adventure and, through it, discover universal roots.

In this spirit I invite you to experience more than an “escape”. This is a path to enriching yourself while giving back to local communities. That’s what Burgundy Roots means to me.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

My name is Wafa and I was born in Algeria, in northern Africa. My family—mom, dad and one older sister—eventually decided to emigrate to Canada; first to Montreal, then five years later to Toronto. Growing up in Toronto post 9/11, I went through a phase where I felt uneasy and conspicuous as a Muslim in public. A chance meeting in Toronto’s Kensington Market changed all that forever.

I was walking to one of my favourite shops when I heard someone call out “Muhammad!” I wasn’t sure if it was meant for me, but I looked back anyway and saw a tall, middle-aged Rastaman looking directly at me. He asked, “Are you not a follower of Muhammad?” Tentatively, I admitted I was and then he grinned and said, “How are you doing today, Muhammad!” I laughed and we began talking. We enjoyed a great conversation, but one thing he said to me I will never forget: “You should be proud of being a Muslim. No matter what happens, don’t be a follower! I’m a Rasta and I wear my dreadlocks with pride and joy! Be proud of being Muslim!” His wisdom and conviction resonated with me deeply and I’ve held my head high ever since.

At the time, I didn’t know much about Rastas, but that encounter inspired me to learn more about Rasta philosophy, reggae music and the peoples of the region. I was at this time a history student at the University of Toronto, and I was naturally fascinated by the parallels I saw between Caribbean and Middle Eastern development.

At 21, on a summer break from school, I travelled alone for the very first time. I taught English in Peru and stopped by Jamaica on the way back home. It was an amazing experience.

Five years later, I returned to Jamaica and a friend introduced me to members of the Muslim community there. I remember driving through St-Elizabeth, Jamaica’s countryside and bread-basket, and seeing a sign in front of a house. It read, ‘God is God and God Naah sleep.’ This was definitely my kind of place! There is an easy directness, humor and rich spirituality there that is uplifting and compelling.

I was determined to return the following year and I decided to try a Facebook post asking if any of my girlfriends would join me. To my surprise, seven women and two children came along for an unforgettable excursion.

We were sitting on the porch of our rented country home one beautiful, peaceful night and I said to them ‘I really like this.’ They all smiled and said ‘Wafa! You need to do more of these!’ So, I did.

We are proud to be the first and only group hosting Halal-friendly retreats in Jamaica. Contrary to popular opinion, the island isn’t just comprised of resorts. There is so, so much more to explore. Come, let me show you what it feels like to truly be free in a safe and supportive environment.

How did you build your audience on social media?

I wrote about my travels on instagram and my audience grew through their appreciation for my writings. I remember messaging pages with lots of followers (thinking they’d never see my message). I’d message them, introduce myself and tell them about the amazing retreats I was hosting in Jamaica. I would ask for support, a post, a share, anything to help be bring this dream to life, help me support myself and the local community I was working with. To my surprise, people helped. Yuna, the famous singer put out a post for me, the Muslims of the World page and many other people supported my initiative and helped me spread the word.

One thing about me, I believed in my visions because I saw how it transformed my life and the lives of those who joined me on the first 2 retreats. I took a pay cut for years, almost a decade, because I wholeheartedly loved and still love what I do.

How about pivoting – can you share the story of a time you’ve had to pivot?

After 12 years of teaching, I decided to take a break a few months ago and delve into full-time entrepreneurship. I was extremely scared and nervous about whether I’d succeed or not. Luckily, my family, friend and loyal customers supported me and told me to do it. It has now been six months and I do not regret this decision. I’m still in early stages of independent entrepreneurship however, every day is an adventure.

I feel a renewed sense of purpose every day, and after every trip, when I hug my guests and watch them hug each other with tears in her eyes. I’m reminded why this work is important. I connect third culture kids from around the world in places our community may not be keen to visit. I love to see, my community interact with communities of other faiths and laugh at their similarities and differences.

I’ll never forget, one day I was in the blue mountains in Kingston, Jamaica and I overheard one of my guests speak to a restaurant owner. He asked why Muslims prayed five times a day, and she explained. Her answer must not have convinced/satisfied m him because he looked at her, laughed out loud and said, “W kind of life are you leaving for you to bother God five times a day my dear? Hahah! They both laughed, he’s opposed his rum and she sipped her tea.

I laughed and thought to myself “Mission accomplished.”

These little moments remind me why its all worth it.

Contact Info:

• Website: www.burgundyroots.com
• Instagram: https://www.instagram.com/burgundy_roots/?hl=en
• Facebook: https://www.facebook.com/BurgundyRoots/