We were lucky to catch up with Sedia Ngofa recently and have shared our conversation below.

Sedia, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

Bijoux’s Basket Botanicals was born in 2012, a few years after I began my natural hair journey with locs. At that time, the natural hair movement was still emerging, and I struggled to find products that worked for my hair. So, I started experimenting—mixing my favorite ingredients into one blend. As my hair grew and I explored different styles, my friends and peers took notice. They started asking me to maintain and style their locs, and that’s when I realized my passion for helping others with their hair and skincare.

Around the same time, I was pursuing my undergraduate studies in ethnobotany, which is the scientific study of plants and their relationship with humans. My love for plants grew as I learned about extraction methods and plant taxonomy, which helped me understand how to get the best results from plant materials. I began researching which plants were beneficial for hair care and created some of my first staple products.

When I developed a solution to clear up a severe eczema breakout I had, I knew I had found my calling. I had always known I wanted to help people directly, be an integral part of my success, and keep the curiosity and imagination alive. That’s when Bijoux’s Basket Botanicals became my platform for healing, using the knowledge I had gained from my studies and experiences.

In 2014, I took a leap of faith and started selling my products, and now, 10 years later, I’m proudly running Bijoux’s Basket Botanicals full-time. I sell my products online, in a retail store at the mall, and I own a salon that has served hundreds of clients both locally and beyond. Over the years, I’ve been published for my writings on natural hair and botanical remedies, featured in major gift boxes, and even appeared on a live shopping network.

The simplicity of natural ingredients always fascinated me. What’s even more fascinating is how these ingredients can heal both internally and externally—a concept that seems to be forgotten in modern society. Bijoux’s Basket Botanicals bridges the gap between modern living and nature, offering not only high-quality products but also educational insights with each one.

When I first started, the celebration of natural hair and melanin wasn’t as prominent in our community, but I created my products with Black hair in mind. At the same time, I recognized that the healing power of nature extends to everyone. Many marginalized groups still lack access to sustainable resources and knowledge, and that’s something I’m passionate about changing.

Cultural relevance is at the heart of Bijoux’s Basket Botanicals. Just as plant species vary, so do humans—and that diversity is beautiful. Our brand highlights the importance of sustainable ingredients, particularly those cultivated by minority groups and women. Every bottle and jar tells a story of someone—whether they’ve contributed to the methods used to make the recipe or the harvesting of the ingredient itself—that reflects the richness of our shared cultural heritage.

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?

My name is Sedia , but I go by the name my mom has called me my whole life, Bijoux, and I am the founder of Bijoux’s Basket Botanicals, a brand built on the healing power of plants. My journey into the natural beauty and wellness industry began in 2012 a few years after I started my own natural hair journey with locs. Back then, the natural hair movement was just beginning to take off, and I struggled to find products that worked well for my hair. So, I started mixing my favorite ingredients together, creating blends that nourished my locs. The results were so impressive that my peers began asking me to help them with their own hair care needs. This sparked my passion to delve deeper into the world of plant-based beauty.

As I pursued my undergraduate studies in ethnobotany, the scientific study of plants and their relationship with humans, my knowledge and love for plants expanded. I learned how to extract the most effective properties from plants and began to create natural hair and skincare products that were both effective and nurturing. Along the way, I also faced my own battle with eczema, and when I found a natural remedy that worked for me, I realized that I wanted to dedicate my life to healing through the power of plants.

The Products I Provide

At Bijoux’s Basket Botanicals, I offer a range of plant-based hair and skincare products designed specifically for the unique needs of our community. Our products, such as our Embrasé floral and herb-infused body oil, Gawdbuttah beard balm, and Amla beard oil, are made with natural ingredients that nourish and promote healthy hair and skin. I create these products with the intention of bringing together sustainability, beauty, and cultural relevance.

Problems I Solve

I believe that natural ingredients can solve a wide range of issues, from dry skin to hair care concerns, while also promoting sustainability. My products cater to individuals looking for high-quality, plant-based alternatives to commercial beauty products. Whether it’s moisturizing dry skin, managing locs, or nourishing facial hair, my formulas are crafted to heal and enhance your natural beauty. Additionally, I aim to bridge the gap between modern living and traditional plant knowledge, offering products that are not only effective but also help people reconnect with nature.

What Sets Me Apart

What sets Bijoux’s Basket Botanicals apart is our deep commitment to sustainability and cultural relevance. I focus on ingredients that are cultivated by marginalized groups, particularly women, ensuring that the stories behind each product are as rich as the textures they offer. I’m passionate about educating my community on the benefits of these plant-based ingredients and their historical significance. The combination of education, empowerment, and quality is what truly distinguishes my brand.

What I’m Most Proud Of

I’m incredibly proud of how far Bijoux’s Basket Botanicals has come in the past 10 years. From creating a small line of products for myself and my friends to building a full-time business with an online store, a retail presence, and a thriving salon, I’ve been able to create a brand that embodies my love for plants and my desire to help others. I’m also proud of the recognition my brand has received, from being published for my natural hair and botanical remedies to being featured in major gift boxes and even on a live shopping network.

What I Want You to Know

I want potential clients, followers, and fans to know that Bijoux’s Basket Botanicals isn’t just a beauty brand—it’s a movement. We’re committed to providing sustainable, plant-based solutions that support your beauty and wellness needs while uplifting communities and preserving cultural knowledge. My goal is to continue educating and inspiring others to embrace natural ingredients and practices. Each product tells a story of sustainability, empowerment, and love for the earth and its bounty.

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

Consistency, consistency, consistency! That’s been the foundation of my reputation in the market. I firmly believe that betting on yourself and putting your heart into your work brings both blessings and valuable lessons. Even if I take a break, I always return to Bijoux’s Basket, because I know the importance of reminding people about your brand. If you don’t, they’ll forget.

I also appreciate all feedback—whether positive or constructive—because it shows that people are engaging with my brand. Any attention is still attention, and that keeps the conversation going.

It’s also crucial to continuously refine your craft and adapt to changing manufacturing needs, technology advancements, and market trends. Understanding your consumers—what they want, need, and even what they’re just into at the moment—is key. Be observant. The little things you might overlook could be the details that make a big difference to someone else.

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

Some of the most important lessons I’ve had to unlearn are that there is no direct path to success. The journey is unique for everyone. I’ve also learned that while you may feel alone in your struggles, you’re not; everyone has a dream, but not everyone pursues it. The key is to stay adamant in the chase, no matter how challenging it gets. Lastly, I had to unlearn the idea that I knew it all. I realized I had to always make space for new knowledge, both as a CEO and as a leader, and humble myself to correct mistakes as soon as possible.

These realizations came during one of the most difficult periods of my life—when my father was battling cancer before moving to West Africa. A few years later, we lost him, and I went through a period of deep loss and confusion. At that time, the one thing that always made sense to me was Bijoux’s Basket Botanicals, but I struggled with a productivity block. Which led to me focusing more as a loctician still working it the products everyday: I couldn’t create, promote, or move the way I once did.

In response, I called on the lessons of adaptation that my father taught me. I had to be patient with myself and reach out to my community for support. I learned to stop being hard on myself for experiencing normal emotions because I realized that holding onto self-criticism only hindered my progress. Once I embraced that, everything changed. Now, 4.5 years later, I can see the growth and healing that came from those lessons.

Looking back, I never could have imagined that the salon or the brand would grow to the size it is now. It’s been a journey of self-discovery, hard work, and resilience, and I’m proud of how far Bijoux’s Basket Botanicals has come.

Contact Info:

• Website: https://www.bijouxsbasket.com
• Instagram: https://www.instagram.com/bijouxsbasketbotanicals/profilecard/?igsh=MTI5ZXlyeGJudmNjcA==
• Twitter: https://x.com/bijouxsbasket?s=21&t=2renBkyb5L3wA4YBKalGeA
• Other: https://www.instagram.com/locsbybijoux/profilecard/?igsh=azhld2Z1bnd2Ymgx

Image Credits

Kevon Baxter, M.oodyBlu, Elizabeth James