In recent years, the allure of returning to the African continent has captured the imagination of many Black Americans. Social media platforms are filled with vibrant images of bustling markets, oceanfront villas and diaspora gatherings celebrating reconnection with ancestral land. Notable figures like Kelis, known for her hit song “Milkshake,” have contributed to this growing interest by documenting her journey of establishing a farm ecosystem in Kenya, further igniting curiosity about life and entrepreneurial opportunities on the continent.
However, building a life and a business in Africa requires much more than just a plane ticket and a dream. For Black American women entrepreneurs, the journey often involves navigating unfamiliar systems, building trust in new markets, and unlearning assumptions shaped by their experiences in the United States. The romantic notion of “returning” can clash with the reality of entrepreneurship, which includes negotiating local business cultures, adapting to different infrastructures, and fostering relationships that pave the way for long-term success.
Despite these challenges, many women report that the personal and professional rewards they gain from their experiences are well worth the effort. From a spa owner in Ghana to a communications strategist in Rwanda and an investor building real estate across the continent, these women are creating businesses that reflect both the potential and complexity of diaspora entrepreneurship in Africa.
Building a PR Agency in Rwanda
When autumn marie left New York City, she was initially seeking a break from the prompt-paced world of communications. After relocating to Mauritius with her husband, who had spent over a decade working in Africa, they moved to Rwanda for his job. What began as a pause in her career quickly evolved into an entrepreneurial venture when she identified gaps in the market.
Drawing on her extensive background in communications, autumn founded KGL FWD (pronounced Kigali Forward), a public relations agency based in Kigali. The agency focuses on storytelling, brand positioning, and strategic communications for companies operating in Rwanda and throughout East Africa. She found the process of launching the agency surprisingly accessible, noting that “the filing process is clear, and institutions are open to working with entrepreneurs.” However, she emphasizes that the real challenge lies in earning trust in a new environment, stating, “It means a lot when someone trusts you with their vision or their company anywhere in the world.” Her agency has worked with several prominent organizations, including RwandAir and ONOMO Hotel, and has contributed to the professional infrastructure in Rwanda’s communications sector.
Creating a Spa Sanctuary in Ghana
For Maya Gilliam, the journey to entrepreneurship in Africa began long before her relocation. The founder of Ma’ati Spa in East Legon, a suburb of Accra, Maya had already spent more than a decade running a successful spa in Winston-Salem, North Carolina. After visiting Ghana and witnessing the country’s rapid development, she envisioned creating something impactful there. The disruption caused by the COVID-19 pandemic led her to sell her properties in the U.S., build three homes in Ghana, and eventually open Ma’ati Spa, which attracts both locals and international visitors.
While the Instagram portrayal of her life in Ghana may seem idyllic, Maya points out the challenges that come with entrepreneurship. She discovered early on that Americans often face inflated prices due to their accents and appearances. “You absolutely need someone local who can negotiate on your behalf,” she advises. After becoming a naturalized Ghanaian citizen, she was able to fully own her business without needing a local partner.
Maya actively manages the spa’s social media presence, utilizing her background in television production and graphic design to craft a compelling visual narrative. Her signature treatment, the “waterfall massage,” is unique to her spa and reflects her mission to create wellness experiences that are rooted in Ghana’s culture and landscape.
Investing Across the Continent
Wandi Steward’s entrepreneurial journey in Africa showcases a different approach. At 62, she is new to entrepreneurship on the continent, dividing her time between impact projects and real estate investments. One of her initiatives is the Afrikan Baby Book Project, which aims to increase access to culturally relevant children’s literature across Africa. While this project may not be highly profitable, Wandi finds it deeply rewarding due to its positive impact.
Simultaneously, Wandi is building a portfolio of real estate investments, including land in Rwanda and income-generating properties in Cape Town, South Africa. She quickly learned that operating in African markets requires flexibility and a willingness to adapt. “There aren’t always standardized systems,” she explains, emphasizing the importance of patience and the need to let go of expectations that may not apply in a different context.
Lessons from the Journey
While each entrepreneur’s story is distinct, their advice for Black American women considering business ventures in Africa converges on several key points: conduct thorough research before relocating, bring more financial resources than anticipated, and be prepared to adapt to new cultural and business environments. Each of these women expresses that their experiences building businesses in Africa have been transformative, revealing a more nuanced understanding of entrepreneurship that goes beyond just a romantic return to roots.
As these women continue their journeys, they highlight the importance of community engagement and the value of contributing to the local economy. The work they are doing is not merely about personal success but about creating meaningful connections and opportunities within their communities. With the continent’s growing potential for entrepreneurship, their stories serve as both inspiration and a blueprint for future ventures.
As we look to the future, the impact of these Black American women entrepreneurs in Africa may inspire a new wave of diaspora engagement and collaboration on the continent. Their journeys underscore the importance of resilience, adaptability, and community-building in the face of challenges. Comments and shares are welcome as we continue to explore the evolving landscape of entrepreneurship across Africa.
