We’re excited to introduce you to the always interesting and insightful Laurel Mustafa. We hope you’ll enjoy our conversation with Laurel below.
Laurel, looking forward to hearing all of your stories today. Let’s start with the story of your mission. What should we know?
Our Mission, Our Why, Is in Our Name: AfroElite.
Afro—because the African diaspora deserves spaces that honor, celebrate, and reflect their cultural identity. Too often, we’ve had to adapt to spaces that weren’t designed with us in mind. AfroElite is about reclaiming that narrative, creating home and lifestyle pieces that don’t just decorate but affirm who we are.
Elite—because we should never forget where we come from. Not just the history of our struggles, but the legacy of our greatness—the dynasties of African kings and queens, the architects of civilizations, the artists, the visionaries. We are more than what the world has told us we are.
For me, this mission is personal. Growing up in the Caribbean, I was always surrounded by bold, vibrant colors—colors that spoke to the life, energy, and spirit of the community. But it wasn’t until I connected more deeply with African culture that I truly understood why those colors resonated with me. I began to appreciate the deep meaning behind them, how they linked directly to my own identity and heritage.
AfroElite exists to make sure we never have to search for that validation again. Our culture is luxury. Our history is elite. And through our designs, we’re creating spaces that remind us—and the world—of exactly that.
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?
I always say AfroElite was cultivated in me long before I ever gave it a name. Growing up in the Caribbean, surrounded by a family of construction professionals, artisans, and seamstresses, creativity was a way of life. Innovation was second nature. While my peers styled their Barbie dolls’ hair, I was making miniature furniture out of cardboard and old socks—already designing, already building.
My childhood was not always beaches and creativity. As a dark-skinned girl with kinky hair, I was often made to defend my beauty, to explain why my strong African features were just as regal as any other standard of beauty. That journey of self-acceptance deepened when I was introduced to African culture—its bold colors, intricate patterns, and the meaning woven into every design. It was more than art; it was identity. That was the moment I fully stepped into my authenticity, and it would shape everything I created from then on.
So when I became an interior designer, it was only natural that I wanted my clients’ spaces to reflect their cultural identities. But the home décor market had a glaring gap—there wasn’t much representation that celebrated culture with both elegance and luxury. That’s where AfroElite was born. I started creating custom pieces right from my dining room table, filling that void with intentional, statement-making designs.
Today, AfroElite is a home décor and lifestyle brand that transforms cultural heritage into luxury. Our collections—Ankara, AdinkraLuxe, and Mudhaven—feature vibrant African print fabrics, West African Adinkra symbols, and premium textiles like Malian mudcloth, which has been handwoven and dyed with fermented mud for centuries. These fabrics are transformed into stunning throw pillows, bedding, drapery, and accent furniture such as handcrafted chairs and headboards.
Beyond interiors, we’ve expanded into culturally inspired accessories, such as jewelry that serves as a reminder of the dynasties of African kings and queens. We also offer smaller gift items like mugs and sachets, making it easy for anyone to bring a touch of culture into their daily lives.
But AfroElite isn’t just about home décor or accessories—it’s about legacy. It’s about reclaiming space—literally and figuratively—where culture, identity, and excellence are celebrated without compromise. While our designs are deeply rooted in African heritage, they are also an invitation—an opportunity for anyone to connect with their own cultural identity in a way that feels meaningful and authentic.
I’m most proud of the fact that AfroElite is not just a brand—it’s a movement. It’s about embracing the genius in our culture and inspiring others to do the same, whether through our products, collaborations, or community-driven initiatives.
For those discovering AfroElite for the first time, I want you to know this: Your culture is luxury. Your heritage is art. Your story deserves to be seen, honored, and celebrated. And through AfroElite, I’m here to make sure it is.
Can you share a story from your journey that illustrates your resilience?
One of the moments that truly illustrates my resilience happened when I decided to pivot from my past ventures and pour my heart into AfroElite.
I had already been successful in the event planning and interior design worlds, but deep down, I knew I had a bigger calling—one that spoke to my roots and heritage. But making that leap was no small feat. I had to face fears of starting over, uncertainty about whether the market would embrace a brand like AfroElite, and the constant challenge of proving that African-inspired luxury design had a place in mainstream décor.
The road wasn’t easy. There were moments when I questioned myself, especially as I was building the business from scratch, often juggling multiple roles alone—designing, creating, sourcing, marketing. But I kept reminding myself that this wasn’t just a business; it was a mission to uplift and celebrate the beauty of African culture and the diaspora. It was a movement to remind us that our history, identity, and culture are worthy of the highest standards of design and luxury.
I had to embrace the fact that the path would be difficult, but it would be my path, shaped by my experiences, my passion, and my deep desire to create a space where culture and elegance coexist. And every step forward, no matter how small, was a victory.
Resilience, for me, is about pushing through those self-doubts, staying connected to your purpose, and continuing to build—even when the odds feel stacked against you. Today, when I see people responding to the products, when I hear how our designs are helping others connect to their own heritage, I know it was all worth it.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
One thing non-creatives might struggle to understand is how deeply personal the creative process is. For me, designing for AfroElite isn’t just about creating beautiful things—it’s about sharing a piece of my identity and culture. It’s an emotional journey that isn’t always easy. There are moments of self-doubt, uncertainty, and the challenge of balancing creativity with the business side of things.
What many don’t realize is that creativity isn’t always about bursts of inspiration; it’s about showing up consistently, even on the hard days. It’s also about the vulnerability of putting your authentic self into the world and trusting that others will connect with it.
Creativity is a journey of growth, not just about the end result. It’s about pushing through fear, embracing vulnerability, and trusting the process.
Contact Info:
- Website: https://Www.AfroElite.shop
- Instagram: @_afroelite
- Facebook: @_afroelite
Image Credits
📷 Montyangelo Photography