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Roots by Naa


182114_490787014270842_1230738598_nIts possible to turn your hobby into an income earning job. That is exactly what I did 3 years ago and by turning my love for crafting accessories into a fashion accessory business.  Whilst browsing online, I came across some lovely fabric brooches and a thought came to me on how these would look lovely in African print. I also got thinking about how there were less fabric fashion accessories on the Ghanaian market and how cool it would be for every Ghanaian woman to own one of these in their jewellery collections.  I then researched on how these were made and got started. My friends loved it! After giving most of it away as gifts, I realised the potential of turning this into an income-generating hobby. I got started by building a Facebook Page and uploaded quality photos onto the page. Within weeks my fanbase quickly grew. I then realised that creating an online shop would be so much better for better management and also for the fact that I had a full time career going on. I attended a Google Plus event organised by +GoogleGhana and I heard of a new Google product called GetAfricaOnline where small businesses could sell & display their products. I signed up that evening.

My products are all handmade fashion accessories. They range from brooches, hair accessories, Peter Pan collar necklaces, pocket squares to unique gifts like journals. Gradually, I am adding more lines to the products such as throw pillow covers and journals. I envision a home where the African fabric is celebrated in various ways imaginable. I market my products via the web using Social Media. My current tools are Facebook Pages, Twitter, Instagram and Pinterest where I update and upload content unto these platforms whilst engaging with my fans and clients. I use my personal blogsite to also market the products and to blog on how the products are to be worn etc.


I have been managing this online business for almost 2 years now and I have employed an intern to manage the client database and enquiries. My plan is to train the local porter women to enable them to gain the right skills to earn a better living.  

The challenges I am facing involves the cost of shipping to international markets and online payment services. This challenge however will soon be overcome by a partnership the business is entering with ShopAfrica to assist businesses like mine in shipping and payment services.earring

The business was awarded Innovation Hero by #InnovationGhana an initiative of the Ministry of Trade & Industry in recognition of businesses using technology to promote their business this year in May. The future looks very promising as more Ghanaians continue to purchase quality Made In Ghana goods to support the local industry.

1 Comment
  • Hi Naa,

    My name is Broderick Nii Adama Wellington from Osu (RE)

    I have just been watching your recorded ‘ personality Profile’ on My Joyonline. I couldn’t wait to come off to check your sites via google and face book.

    It’s been a pleasure watching you and I must admit I’m very impressed with your tenacity and drive, more grease to your elbows.

    Since I’m way down here in New Zealand I’ll continue to monitor your work and products and if there is anyway of assisting I’d be pleased to do just that.

    My only suggestion to start would be to have your most basic item priced at $10.00 instead of $5.00 I have just noticed ? Infact items that are handmade do cost more than machine produced ones.

    My regards


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