We recently connected with Toni Dunbar and have shared our conversation below.
Alright, Toni thanks for taking the time to share your stories and insights with us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.
When my son was seven years old now 26 I decided to move to Washington DC for a job. I was a single mom with a little boy going into middle school. We were unaware of our surroundings and did not have family or friends in the area. I decided to make the move for a better life for us.. Leaving my first purchased home and Family was a huge and difficult decision, but I knew that I had to do something for me and my son to help expand our Experiences and outlook.
I took the risk to be a role model and also to see what else I could accomplish. It has been a great learning curve to where I am now I met my ex-husband while I lived in DC, which introduced me into another world. I always had admired Africa even at a young age, but I never knew That I would be married and have gorgeous kids by an African man. This put me in a different state of mind and my outlook became broader about people and my surroundings.
While living in DC, I worked a corporate job which moved me to Ohio now with three children. I wanted to keep the African roots alive with my daughters in their heritage. I begin starting on my business and traveling to Ghana, which has led me to my now compamy IMME and More, which is in two locations.
Toni, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Sometimes the inspiration for a business can find you unexpectedly. For Toni of IMME Waistbeads, this was her experience. And although she wasn’t actively looking to start her own business, Toni’s experience and connections prepared her to recognize and seize the opportunity when it presented itself. After graduating from Murray State University with a major in public relations and minor in marketing and advertising, Toni worked as a trade marketing representative. She also served as a marketing director for the Kentuckiana Minority Business Council, worked with Leadership Louisville, and made the Louisville Business First 40 Under 40. She wanted to see and do more, which led her to Washington, DC and then Ohio.
Making beaded jewelry was a calming way to release stress for Toni and her daughters. It was a calming, meditative activity that refocused her mind on creativity rather than the stress ahead. Reconnecting her daughters to their father’s African roots, Toni acquired beads made in Ghana to work with. In helping her daughter, she also saw a chance to help bead makers there. After finding her first show things began to fall into place and Toni opened IMME Waistbeads, a brick-and-mortar location in her hometown of Louisville and the second location in Ohio which she resides.
The name IMME is a combination of the words “I’m me”. It celebrates individuality and being one’s authentic self. In the beginning, Toni sold handmade beaded goods – bracelets, necklaces, and waistbeads – imported from Ghana. Today, about 50% of IMME’s handmade goods are imported; the other 50% made by Toni includes bracelets and candles.
IMME has also expanded their inventory to include goods from Uganda, Kenya, Madagascar, India, and Tibet. Along with the beaded goods, you’ll find crystals, journals, incense and incense holders, oils, and even singing bowls.
How’d you build such a strong reputation within your market?
What helped me build my reputation within my market was staying true to my vision and values while consistently delivering quality and authenticity. My jewelry reflects a deep connection to African culture, particularly the vibrant spirit of Ghana, and resonates with people who appreciate meaningful craftsmanship.
Focusing on storytelling through my work has been a game-changer—each piece carries a narrative of tradition, sustainability, and creativity. Attending festivals, participating in local events, and maintaining a presence at the Mall at Fairfield Commons have also allowed me to engage directly with my customers. These interactions have helped me understand their preferences and build trust.
Additionally, a commitment to excellence, consistent branding, and ongoing learning—through travel, workshops, and collaborations—have kept my designs fresh and relevant. This combination of passion, customer engagement, and quality has been the foundation of my reputation in the market.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
<[email protected]> I keep in touch with clients and foster brand loyalty by building genuine relationships and creating memorable experiences. Regular communication is key, whether it’s through newsletters, social media updates, or personal messages. I use these platforms to share not just new designs but also the stories behind my work, the cultural inspirations, and the sustainable practices that make IMME unique.
I also prioritize engaging with clients in person at festivals, quarterly events at the Mall at Fairfield Commons, and pop-ups. These moments allow me to connect directly, hear their feedback, and share my passion face-to-face.
Loyalty is further strengthened by offering personalized experiences, such as custom designs or early access to collections. I make it a point to show appreciation—whether it’s through exclusive discounts for returning customers, thank-you notes, or even highlighting their stories in my brand journey.
Ultimately, my goal is to make every client feel like a valued part of the IMME family, ensuring they see my work as more than jewelry—it’s a piece of Africa, a piece of joy, and a piece of them.
Contact Info:
- Website: www.immewaistbead.com
- Instagram: immewaistbead
- Facebook: imme Waistbead
- Linkedin: toni dunbar