Handcrafted with care, inspired by culture

In a world where creativity and resilience connect, few stories capture the essence of determination and vision like that of an African entrepreneur in the diaspora, Emmanuella Boatemaa. As the founder of Patella Fashions in Belgium, she has built a bridge between cultures—staying true to her Ghanaian roots while introducing her designs to the European market.

Growing up in Ghana, African entrepreneur in the diaspora Emmanuella Boatemaa was surrounded by the vibrant colours, intricate patterns, and rich textures of African textiles. ‘I have always loved fashion,’ she shares when talking about the origins of her passion. ‘I used to make my own earrings, and people often admired my work.’

When she later moved to Belgium to join her mother and work in healthcare, she kept her Ghanaian fashion roots alive by bringing colourful handbags wherever she went. ‘People would notice me right away and ask if they could buy my handbag.’

For that reason, she found herself drawn to the idea of sharing her culture with a wider audience in the diaspora through fashion. ‘I wanted to create something that would not only represent Africa, but also resonate with people from all over the world,’ she explains. This passion led her to blend her career in healthcare with her entrepreneurial journey in fashion.

Patella Fashion was born from a vision to celebrate African culture through contemporary designs. As an African entrepreneur in the diaspora, Emmanuella wanted to create a brand that tells a story. ‘I wanted to create a brand that tells a story,’ she shares. In many cultures, fabric is more than just material—it is a storyteller, weaving history, identity, and meaning into every thread. For Emmanuella, fabrics are a powerful way to share the stories of her heritage and introduce people to the traditions of Ghana.

‘Most fabrics we use carry names and stories,’ she explains. One example is a cloth called Se Asa, meaning ‘it is finished.’ Often used at funerals, this fabric symbolises the end of a loved one’s journey. ‘When someone dear to you passes away, the cloth represents that loss—it signifies their time has come to an end.’

Telling through Textiles

Another fabric she highlights features designs of trees, branches, and brooms woven together, symbolising unity. ‘If you take a single broomstick, it is easy to break. But when you bundle them together, they become unbreakable. It is a powerful lesson in strength through togetherness. Alone, we may be vulnerable, but together, we can overcome anything.’

For Emmanuella, these fabrics are more than cultural symbols—they are tools to spark conversation. ‘I often use fabrics to tell stories. At a recent event, someone approached me and said, ‘You are from Ghana, right?’ I was amazed and asked how they knew. They replied, ‘Oh, the colours and patterns of your fabric—it is unmistakable.’’

What struck her most was that this recognition did not come from someone familiar with her culture but from a curious stranger. ‘It was a white person who said that,’ she recalls. ‘They even guessed cities like Kumasi and Accra! When I asked how they knew, they said they had researched Ghana online. It is incredible how fabrics can bridge gaps and spark curiosity about where you come from.’

For Emmanuella, these moments are what makes her work so fulfilling. Through her clothing and accessories, she is sharing beautiful designs and introducing the world to Ghanaian culture. ‘This is how I tell stories and put Ghana out there, through fabrics that carry meaning, history, and identity.’

Starting her business in Belgium was no small feat. As an African entrepreneur in Europe, she had to overcome systemic and cultural barriers. She considers registering for the Belgian Chamber of Commerce a daunting but necessary step to grow her business. ‘In Belgium, you pay 21 percent VAT, which is very high. But to build a legitimate business, I had to adapt and take the daring decision.’

Barriers Abroad

Registering her business also helped her overcome logistical challenges. All their products sold in Europe are originally crafted in Ghana. ‘Whenever I bring bags back to Europe, immigration can see that I pay taxes, which makes the importing process much smoother.’

Besides that, Emmanuella had to overcome considerable cultural barriers. She observes that certain prejudices towards African products can prove to be a challenge. ‘In Europe, many people still think that African products are supposed to be cheap.’ In her line of work, she finds herself educating people on the difference between mass-produced and handmade products.

She battles this notion by making people aware that products from Africa are of good quality and made with care and, therefore, do not have to be cheap. ‘Mass-produced fashion is fast and cheaper to make, but our process is meticulous. Each accessory is handmade with needles, one by one. You cannot sell that for just one euro,’ she asserts.

This dedication to craftsmanship extends to the brand’s values, reflected in its collaboration with the Ghana School for the Blind, showcasing care not just in production but also in its social impact. During the pandemic, she came across a Facebook post shared by a friend about the school. Intrigued, she researched the boarding school for visually impaired students and discovered their potential for developing vocational hand skills.

Inspired by this, African entrepreneur in the diaspora Emmanuella Boatemaa contacted her sister, Patricia Tiwaa Asaw, a banker and co-founder of their venture, urging her to visit the school and explore possibilities for collaboration. ‘The students use their hands to create amazing pieces, but many lacked confidence in their work,’ Emmanuella explains. After meeting with the school’s directors, who welcomed her involvement, she decided to help by providing materials and empowering the students.

Crafts and Impact

She focused on boosting their confidence and mindset by offering them the opportunity to make beads. ‘No matter where you are or what you do, make sure you put your best into it because that will impact someone else,’ she encourages. Through engagement, recognition, and continuous encouragement, even the shyest students began to take pride in their work.

‘Imagine creating something in a remote village and discovering it is sold globally. That pride lifts their confidence.’ For Emmanuella, the collaboration is about more than creating beads. It is about empowering students to see their potential, work purposefully, and leave a meaningful impact on the world.

She emphasises that entrepreneurship is a challenging journey requiring resilience and a clear purpose. ‘You must know your ‘why’, the reason behind starting your business,’ she says. Financial challenges are common, but passion and perseverance help entrepreneurs push through. She advises focusing on uniqueness, quality, and thorough market research, from branding to pricing.

For African entrepreneurs in Europe, she highlights the importance of producing work that meets international standards. ‘Quality and finishing are key,’ she says. Despite setbacks, she encourages aspiring entrepreneurs to learn, adapt, and persist, turning failures into opportunities for growth.

Emmanuella stays motivated during tough times by focusing on her ‘why’—giving back to the community. Despite financial challenges, she supports organisations like the Ghana School for the Blind, feminist groups, and youth networks. ‘Sometimes I think it is a small gesture, but to them, it is everything,’ she says, reflecting on the gratitude she receives from students and NGOs. Videos and messages of appreciation constantly remind her of the lives she is impacting.

Knowing that people rely on her keeps her going. ‘Giving up is not an option,’ she asserts. When asked to choose between societal impact and revenue, her answer is clear: ‘Societal impact.’

Patella Fashion has ambitious plans for the future. Currently employing fifteen part-time staff in Kumasi, Ghana, the brand aims to become a global household name. The vision includes building a larger facility where all team members can work full-time, with the option to stay during the week and return home on weekends.

The workshop will also serve as a hub for skill development, providing equipment, professional training, and education to the staff. As an African entrepreneur in the diaspora, Emmanuella envisions Patella Fashion employing graduates from the School for the Blind, integrating them into the team to continue supporting their growth while expanding the brand’s social impact.

Emmanuella’s entrepreneurial journey is an exemplary story of perseverance, creativity, and determination—qualities essential for an African entrepreneur in the diaspora. It demonstrates that with resilience and purpose, it is possible to bridge cultures, overcome barriers, and create a meaningful impact.

For African entrepreneurs looking to explore markets in the diaspora, her career offers valuable lessons in persistence, quality, and societal impact. Her journey serves as a clarion call to dream big, embrace challenges, and support local communities through entrepreneurship that proudly honours its roots, while also emphasising innovation.

Edited by “Pius Okore”