We recently connected with Sameerah Kwakye and have shared our conversation below.

Sameerah , appreciate you joining us today. How did you come up with the idea for your business?

My business started as a moment, a feeling—an experience I didn’t expect, but one I’ll never forget.
My mother-in-law had received a package from back home in Ghana, and to my surprise, there was a small gift bag inside meant just for me. I remember reaching into it, not knowing what to expect and pulling out three long, beautiful strands of African waist beads.

They were stunning.

Each strand carried its own unique energy. One was designed with rich purple shades of seed and crystal beads—my favorite color- eye catching and majestic. Another was earthy hues of browns and tans, grounding and warm. The last strand was playful and intimate, a mix of colors with letter beads that spelled out soft, feminine, almost secret words.
When I tied them on, something shifted.
I felt different- in the best way. I felt feminine, confident, and deeply connected to my body. It was like my body was being celebrated in a quiet, personal way that only I understood.

At the same time, I couldn’t ignore what I was seeing around me. So many women young and old, were struggling with self-confidence, constant comparison to social media standards. There was this pressure to look a certain way, and so many were left feeling like they weren’t enough.
Online I had mostly seen waist beads styled as aesthetic accessories or tools for weight tracking. And while those uses weren’t wrong, they felt incomplete. The cultural depth, the intention, the intimacy behind them was missing from the narrative.
It was at that moment where I felt I needed to re-introduce waist beads- not just as a trend, but as a tool for self-love. A daily, physical reminder to appreciate your body as it is, while still honoring your personal journey. Waist beads weren’t just something to wear, it was something to experience.

I introduced waist beads to a few friends, family, and people in my circle. I would carry bundles of them in my hand, stepping into hair salons and nail salons, simply starting conversations. On nice days, I set up near the rose garden— my pink chair with strands of waist beads draped beside it.

I didn’t just sell waist beads, I educated on them. I shared the purpose behind them-the celebration of womanhood, honoring of personal milestones, and the deeper meanings carried through each color. The Authenticity of the talented Artisans in Ghana who strung these beautiful strands. I wanted people to understand that this wasn’t just jewelry, it was tradition. It was culture. It was identity.

Word of mouth spread quickly. The few strands I had began to sell out faster than I expected. People weren’t just buying waist beads—they were connecting to them. They were coming back, telling others, and sharing their own experiences.

A moment that got me most excited was when men began reaching out—not casually, but intentionally—to purchase waist beads as gifts for their significant others and daughters.
I wasn’t creating a new product. I was bringing deeper awareness, intention, and cultural respect to something that already existed but wasn’t being fully honored in the spaces I was in.

That’s when I knew this wasn’t just a good idea—it was something needed.

Since 2017 I’ve been helping women reconnect with their bodies in a way that feels personal, empowering, and meaningful
and over time, I’ve evolved.
What began as only waist bead adornments has expanded into multiple jewelry collections, now including earrings and bracelets—all thoughtfully curated to honor African culture and tradition while still celebrating womanhood.

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 background and context?

I didn’t come from a business background at all, actually quite reserved and before starting this journey, I had some military experience, and most of my professional career has been spent working with the developmentally disabled population. I’ve always been in roles where I’m helping, supporting, and showing up for others. That’s naturally who I am.

Originally from Springfield Massachusetts, I took a chance on love and decided to move back to Buffalo. ( I left early 2000’s- with my mother and two younger sisters) Buffalo is where my entrepreneurial journey began and where my connection to African culture truly deepened.

I remember admiring my mother-in-law as she prepared for church or special occasions, dressed in beautiful African attire. The fabrics were bold, vibrant, and full of life—rich with color, pattern, and meaning. There was something so powerful about the way she carried it, like it wasn’t just clothing, but expression, pride, and tradition all in one.

I’ve always been drawn to the beauty of African culture, so in my early years of introducing waist beads, I realized there was so much more I wanted to share.

It wasn’t just about one piece—it was about the culture as a whole.

That’s when I knew I needed to expand.

I began introducing new pieces into my collections—ankle bracelets, earrings, and other accessories that continued to reflect the richness and diversity of African tradition. Some of my pieces incorporate Ankara fabric, known for its bold, vibrant prints and storytelling patterns that represent identity, heritage, and pride.

I also introduced hand-carved pieces featuring Adinkra symbols—traditional West African symbols that carry powerful meanings such as strength, wisdom, unity, resilience and many others. Designs that allow people to wear something beautiful and meaningful.

As my brand continued to grow, I expanded my collection to include bracelets, including unique unisex styles made from Krobo beads. These beads are traditionally handcrafted from crushed recycled glass and are often hand-painted, allowing customers to experience and appreciate the craftsmanship, artistry, and cultural traditions of local Ghanaian jewelry makers.

I also introduced cowrie shell bracelets, which have long been a symbol of wealth, protection, femininity, and spiritual significance in many African cultures.

Every addition wasn’t just about expanding my product line—it was about deepening the experience. I wanted every piece to connect people not only to beauty, but to culture, history, and meaning.

What sets my brand apart is the authenticity and quality of each piece. I don’t just select designs from a catalog—Most pieces reflects my creative vision in collaboration with skilled artisans in Ghana. I’ve also made a decision early on to improve the materials used, such as reinforcing the threading on the waist beads to ensure durability, My goal is to create pieces that are not only beautiful but made to last.

One of the moments that I am most proud of is when a woman reached out to me after five years. She shared that she had been going through a difficult time- personally and with her health but she was in recovery phase. She expressed she had feelings of depression and wanted something to lift her spirits. She remembered me from years earlier when I visited a nail salon and spoke to customers about the meaning and significance of the adornments. She had purchased a few pieces back then and although life took its course, that connection stayed with her.

Over the years I had more customers reach out and share how they’ve gone through difficult seasons in life. Yet somehow, they always felt a deep connection to their waist beads. In many of those moments, I’ve had the opportunity to personally tie their strands- whether in their homes or mine. I created a safe, supportive space where they can open up, release, be silent, or just be.

Can you tell us about a time you’ve had to pivot?

One of the biggest pivots in my journey was choosing to walk away from the stability of a permanent job.

I had a set schedule, but there was always the possibility of extended hours due to staffing shortages. Having to work extra shifts here and there felt manageable—but over time, it became more frequent. I would often come home exhausted, and when it was time to pour into my business and my brand, I simply didn’t have the energy.

What kept me there for so long was comfort and stability.

I knew the routine. I knew that if I worked a certain number of hours, I would receive a guaranteed paycheck. There was security in that. At the same time, I was stepping into entrepreneurship—participating in vending events, pop-ups, and markets. And with that came uncertainty. I never knew what the turnout would be, how the foot traffic would look, or if I would make a profit. It felt risky compared to the consistency of a job where income was guaranteed.

Because of that, I often played it safe. I kept the job as something to fall back on instead of fully committing to opportunities like summer markets or larger vending events that could have pushed my business forward.

I was missing opportunities. I had to turn down events and chances to grow because I couldn’t fully commit. I realized I was pouring more energy into something that was taking me away from my own vision.

I had to choose between staying comfortable, or taking a chance on something I truly believed in.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe what has helped me build my reputation within my market is consistency and quality of my products.

Over the years, one of the most rewarding things has been hearing customers come back and say, “I’ve had my waist beads for years, and the quality is still amazing.” That kind of feedback means everything to me.

It’s also important to me to truly engage with my customers—taking the time to answer questions, educate them on the meaning behind each piece, and make sure they feel confident and comfortable before making a purchase. I never want anyone to feel unsure or disconnected from what they’re receiving.

I remember one experience that really stayed with me. A customer reached out with several questions, and we ended up having a long conversation. Afterward, she thanked me and shared that another business had completely ignored her. She said she was actually “shocked” that I was nice enough to respond, and even more surprised by how kind and thorough I was—because her previous experiences hadn’t been that way.

That moment meant a lot to me.

I apologized that she had gone through that, and told her I would much rather someone ask questions beforehand than receive a product that doesn’t meet their expectations. For me, it’s not just about making a sale, it’s about making sure each customer feels confident in their decision- no pressure.

Customer visuals and testimonials/reviews have also played a major role in building my brand’s reputation. Any chance I get, I’m sharing reviews or reposting photos that customers tag me in.

I want people to see real experiences—customers wearing their pieces, loving them, and continuing to feel connected to them over time. Sharing these moments not only highlights the lasting quality of my pieces, but also reflects the continued satisfaction customers have within my brand. It builds trust, creates community, and strengthens my reputation within my market.

Contact Info:

• Website: https://www.scprettyboutique.com
• Instagram: @scpretty1
• Facebook: @scprettyboutique
• Youtube: @scprettyboutique311

Image Credits

Through His Lens Photography
Blanc Photographie