Alright – so today we’ve got the honor of introducing you to Joanna Mefire Atemnkeng. We think you’ll enjoy our conversation, we’ve shared it below.

Joanna Mefire, appreciate you joining us today. Let’s start with the story of your mission. What should we know?

Our mission: To sustainably craft timeless, feminine silhouettes inspired by rich cultural influences, empowering women to embrace their individuality and express their unique personalities.

At JOANNA MEFIRE , we craft for the conscious woman who cherishes culture, artistry, and self-expression—women who are unafraid to stand out and make a statement while staying true to their values. Our designs weave together the founder’s unique fusion of Cameroonian-inspired tribal prints with the understated elegance of Ukrainian aesthetics creating pieces that are as unique as the women who wear it. Each piece embodies femininity, a celebration of uniqueness and cultural diversity while upholding sustainable practices.

The story of my brand began in my homeland of Cameroon, specifically in my childhood home in Foumban, though I didn’t realize it at the time. I was often captivated by the dresses my mother wore—elegant, feminine, with soft lines, beautiful colors, and fluid, flattering silhouettes. My mum’s meticulous eye for detail stood out; her pieces were always adorned with distinctive touches like asymmetry, ruffles, bold prints, embroidery, or beads. Their beauty was timeless, and even today, I can still imagine myself wearing those styles.

As I grew, so did my passion for beautiful clothing and cultural exploration. I became captivated by the rich color combinations of handmade Cameroonian batik fabrics and the daring, innovative designs crafted by local tailors. These experiences filled me with a sense of joy and calm, as if they were satisfying a deep, unspoken desire. I realised early on that clothing is far more than appearance—it connects to deeper parts of ourselves, allowing us to feel seen, heard, and understood. Having the right piece on serves as a powerful way to express our personalities and live out our individuality. This belief is deeply rooted in the sustainable practices I witnessed at home, where made-to-measure clothing and small-batch production using biodegradable materials and natural dyes were the norm.

These early influences have profoundly shaped my design philosophy, infusing each piece with timeless elegance, cultural significance, and a strong commitment to sustainability.

Building on this foundation—and driven by a frustration with the lack of ethnic prints on diverse fabrics and the difficulty in finding garments that truly fit or felt connected to my identity—I became passionate about creating statement designs that reflect individuality and inspire a journey of self-discovery.
Each piece is a cross-cultural celebration, infused with timeless elegance, empowering women to fully experience and express their uniqueness while embracing what makes them different. “With Joanna Mefire, you don’t just wear clothes; you wear a story, a value, a statement.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Our mission: To sustainably craft timeless, feminine silhouettes inspired by rich cultural influences, empowering women to embrace their individuality and express their unique personalities.

At JOANNA MEFIRE , we craft for the conscious woman who cherishes culture, artistry, and self-expression—women who are unafraid to stand out and make a statement while staying true to their values. Our designs weave together the founder’s unique fusion of Cameroonian-inspired tribal prints with the understated elegance of Ukrainian aesthetics creating pieces that are as unique as the women who wear it. Each piece embodies femininity, a celebration of uniqueness and cultural diversity while upholding sustainable practices.

The story of my brand began in my homeland of Cameroon, specifically in my childhood home in Foumban, though I didn’t realize it at the time. I was often captivated by the dresses my mother wore—elegant, feminine, with soft lines, beautiful colors, and fluid, flattering silhouettes. My mum’s meticulous eye for detail stood out; her pieces were always adorned with distinctive touches like asymmetry, ruffles, bold prints, embroidery, or beads. Their beauty was timeless, and even today, I can still imagine myself wearing those styles.

As I grew, so did my passion for beautiful clothing and cultural exploration. I became captivated by the rich color combinations of handmade Cameroonian batik fabrics and the daring, innovative designs crafted by local tailors. These experiences filled me with a sense of joy and calm, as if they were satisfying a deep, unspoken desire. I realised early on that clothing is far more than appearance—it connects to deeper parts of ourselves, allowing us to feel seen, heard, and understood. Having the right piece on serves as a powerful way to express our personalities and live out our individuality. This belief is deeply rooted in the sustainable practices I witnessed at home, where made-to-measure clothing and small-batch production using biodegradable materials and natural dyes were the norm.

These early influences have profoundly shaped my design philosophy, infusing each piece with timeless elegance, cultural significance, and a strong commitment to sustainability.

Building on this foundation—and driven by a frustration with the lack of ethnic prints on diverse fabrics and the difficulty in finding garments that truly fit or felt connected to my identity—I became passionate about creating statement designs that reflect individuality and inspire a journey of self-discovery.
Each piece is a cross-cultural celebration, infused with timeless elegance, empowering women to fully experience and express their uniqueness while embracing what makes them different. “With Joanna Mefire, you don’t just wear clothes; you wear a story, a value, a statement.

We’d love to hear a story of resilience from your journey.

I earned a master’s degree in Biological Sciences, but it was during my first job after my studies that I began exploring my true passion for fashion by taking illustration classes on the side. This led me to study pattern making for two years, followed by sewing classes. Entering a completely new field required extensive learning and research, especially as I embarked on developing my own African-inspired ethnic prints. This journey pushed me to educate myself on the history and techniques behind these prints and the various manufacturing processes.

Finding a fabric designer who could bring my vision to life and capture the designs I wanted was a long and challenging process. Equally difficult was locating a socially responsible printing mill that could deliver quality fabrics and impeccable prints. I attended countless trade fairs across different countries, tirelessly searching for the right suppliers. Despite the challenges, I persisted, navigating this new world on my own and refusing to give up.

What’s a lesson you had to unlearn and what’s the backstory?

The belief I had to unlearn was the idea that “it’s difficult, just forget about it.” I came to realize that solutions are always within reach, even in the toughest situations. All it takes is persistence, asking the right questions, and refusing to give up. This mindset has guided me through every step of building my business and continues to shape how I approach life.

Contact Info:

• Website: https://joannamefire.com
• Instagram: @joannamefire
• Other: Tiktok – @joannamefire, Pinterest – Joanna Mefire