We were lucky to catch up with Yvette Pappoe recently and have shared our conversation below.

Yvette, thanks for taking the time to share your stories with us today We’d love to go back in time and hear the story of how you came up with the name of your brand?

Sureway is named after my grandmother’s first business. She opened a pub in front of her house where she sold liquors, wines, and beers, along with essential provisions. That shop became a staple in the neighborhood and a meeting place for many. It was also home to anyone who decided to step foot in it. I created Sureway to honor her legacy and most importantly, to replicate the feeling of home she gave to all.

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?

Yvette N. A. Pappoe is a serial entrepreneur, lawyer, and professor. She is the founder & CEO of @shopsureway, an e-commerce marketplace created to bridge the gap between people in the diaspora and their families in Ghana. @shopsureway an online marketplace for people in the diaspora (and beyond) to shop for and have delivered authentic American products, like grocery provisions (rice, oil, personal hygiene, etc.) and high-end liquors (D’usse, Johnnie Walker, Moet, etc.), in Ghana in just 3-5 days. The days of people abroad physically shopping, packing a barrel, waiting 2 months for delivery, only to pay taxes and duty are OVER. Sureway takes all the hassle away from that and all they have to do is pop online and shop and the items will be delivered to their doorstep in Accra and Tema! It’s that simple. Ghanaians within Ghana can shop and have these items delivered as well (much quicker, too).

I created Sureway to fill a gap and solve a problem. In 2021, I stayed in Ghana longer than I had planned. Halfway through, I ran out of all of my favorite stuff (lotion, toothpaste, etc.). By the time my mom shipped those things to me, it was time for me to return to the US. I knew there had to be a more efficient way to do it. And that’s how Sureway was born. Sureway provided an innovative and more modern way to get the American products you and your family want without the hassle and time it ordinarily takes. It’s also guarantees access to authenticated items straight from the US. While these items are available in Ghana, Sureway makes it easier and more accessible with a three-step process without leaving the comfort of your home.

Yvette is a proud Ga woman who currently splits her time between the US and Ghana.

Have you ever had to pivot?

When I first started Sureway, my target audience was Ghanaians in the diaspora. The idea was simple: diasporans send these items ‘back home’ all the time but 1) it takes at least 3 months and 2) it’s a logistical hassle to clear and distribute. However, I realized that Ghanaians in Ghana patronized the business more than my target audience. So I had to shift my advertised time frame to respond to that

How did you put together the initial capital you needed to start your business?

The initial capital for my business is my personal savings. I also borrowed from friends and family but most of the funding is my own personal money. It’s been difficult but worth it.

Contact Info:

• Website: www.shopsureway.com
• Instagram: shopsureway