About Adjoa

My name is Maame Adjoa, or simply Mae. Adjoa is my Ghanaian day name, signifying that I was born on a Monday—a tradition shared by all the women in my family. Adjoa Essentials was born from a desire to honor my Ghanaian heritage, celebrate my culture, and reflect my personal style. If I had to describe my aesthetic in three words, it would be minimal boho-chic, though I also find inspiration in my natural surroundings and the details within my home.

Having a background in classical visual arts and a passion for African-inspired design led me to notice a gap in the market. I felt there was space for African-inspired wear that merges cultural authenticity with simplicity and individuality. It sparked the idea of creating it myself.

Since my daughter was born, I’ve hand-sewn almost all her accessories, which slowly evolved into the foundation of my business. Starting Adjoa Essentials was never something I anticipated, but it has been a fulfilling journey.

When people think of Africa, they often imagine vibrant colours, intricate patterns, and bold designs. While these are undeniably beautiful, African-ness and blackness are not monolithic. My approach celebrates the understated beauty of African-inspired design—styles that feel personal and adaptable, rather than overwhelming or one-size-fits-all.

I’ve always admired the traditional craftsmanship of hand-printed textiles, and I aim to pay homage to this artistry by embracing screen-printing techniques done entirely by hand. Every stencil is meticulously cut, and each print is pulled manually, creating one-of-a-kind designs imbued with a tangible human touch.

Initially, I began with my personal fabric collection, but over time, I’ve grown to source materials from Ghanaian vendors and Black-owned businesses. Even my tags are handmade using fabric off-cuts, ensuring no material is wasted. Sustainability and reducing waste are core to my practice because I firmly believe slow fashion is the future.

Fashion, to me, is a universal language. Its visual symbolism transcends borders, allowing people to communicate ideas, beliefs, and identities without words. This is why I chose to highlight Adinkra symbols, a rich visual language deeply rooted in Ghanaian culture. These symbols encapsulate proverbs, ancestral wisdom, and life guidance, often woven into fabrics, architecture, and pottery.

Adinkra inspires me not only as a design element but as a way of weaving meaning into everyday life. Wearing these symbols is like carrying a constant reminder of one’s values and beliefs—an understated yet profound celebration of heritage.

At Adjoa Essentials, every piece I create is a testament to individuality, craftsmanship, and sustainability. My goal is to bring African culture to the world in a way that feels personal, thoughtful, and deeply connected to its roots.