Meet the Founder: Rachelle Serafine of Beiige

At Hamalie, we’re passionate about uplifting brands with unique stories and that hold the same values as us. That’s why we’re so excited to share our first “Meet the Founder” feature about Beiige’s Rachelle Serafine. Having grown up in Ghana, she was called to create her home decor brand that’s inspired by her upbringing and all the time she has spent there. To learn more about her experience, the challenges she has faced, and how she stays motivated, we spoke with Serafine all about Beiige.

Check out how our conversation with the incredible founder below.

To start, can you give us a bit of background on Beiige and what inspired you to start the brand?

Beiige is a homeware/lifestyle brand influenced by my upbringing in Ghana. I team up with talented locals in Ghana to design and make furniture using traditional methods. The inspiration came from all the time I have spent in Ghana. Taking in my surroundings and wanting to connect with people and build working relationships.

Was there a specific moment that made you take that leap of faith and become the founder of your own company? Can you describe what that moment was like for you?

After my second child, I knew I didn't want to return to work and have my baby spend most of his early years in child care. I had the idea for a long time of bringing in African art to sell but I never really connected with the concept. I wanted to do something more personal and something I would be passionate about. I communicated with my Ghanaian-based cousin about finding artisans who specialized in working with cane and he assured me that wouldn't be a problem and soon after Beiige was born. I started with three baskets and the reaction was amazing. It gave me the confidence that my idea wasn't just something silly and that people would connect with me and my brand.

Where do you find your inspiration and motivation from on a daily basis?

Because Beiige is something I'm really passionate about, I find that motivation comes easier. I really enjoy developing my brand. I follow a lot of Ghanaian social media pages to stay in touch with all that's going on back home. Beiige keeps me connected with my people and my people inspire me daily. Their abilities with limited access to opportunities make me feel like everything is possible. I try to learn from them and take in their mindset.

Do you have any specific morning and/or daily rituals that are a part of your everyday routine?

I'm a mum of two wild boys so my morning routine as you can imagine is very hectic! I see to my children first and tend to complete all things Beiige in the evening.

What was one of the biggest challenges for you over the past year, and how did you overcome it?

I think the main challenge for a lot of people has been the covid pandemic. I was supposed to travel to Ghana last November to work on projects for Beiige and to distribute clothing and toy donations to my community however that didn't go ahead. I found this a challenge because although I have great communication with my cousin who sees all things Ghana for Beiige, there are other aspects I need to be around for. In this case, I have rescheduled my trip for this year and can only hope I have no further disruptions.

On the contrary, what has been the most rewarding part or learning lesson you took away from the past year?

I have learnt that even in difficult circumstances, you can achieve greatness. 

How are you adjusting to the world starting to open back up again? 

I spend a lot of time at home and if I get time away from the kids I spend time visiting friends in London. I’m excited about visiting London more often and I also model on a part-time basis so I’m ready for bookings to become more frequent now that restrictions are easing.

How important is community to you? And how have you built a positive community through Beiige?

My Ghanaian community is so important to me. I find that they are often unappreciated or forgotten about. Every time I go back home I'm surrounded by amazing skilled people who are self-taught. With Beiige, if our workload is too high, our artisans will bring in other people and it’s like a brotherhood when they work together. They all help each other and I love an environment like this. I want to provide work for as many people as possible and I create a positive community with Beiige by making sure I get to know our workers on a personal level, ensuring they are fairly paid and I assure them that they can come to me if they have any difficulties so I can try my best to support them through any hard moments.

Do you have any exciting plans for Beiige or yourself to come in the near future?

Yes, I have plans to build a workspace for our artisans in Ghana to have a space to work in. Most artisans set up outdoor wherever they find a spot so it would be a dream to create a motivating workspace for them. Although this is just one of my goals I see it very possible and happening soon.

I also recently launched Rachelle ‘The Label’. Keeping the same brand ethics as Beiige but introducing more of the fashion that Ghana has to offer and that I love. The aim is to keep Ghanaian-based locals in employment by developing my ideas in Ghana and giving back to my community.

What do you do when you need a good mood booster?

When in need of a good mood booster I either get on the phone to a friend I haven't seen in a while or I order a takeaway with afrobeats playing loudly in the background. But for me, food fixes everything!!

What’s your favorite form of self-care on a Sunday evening?

On Sundays, I watch a lot of my favourite tv programmes. The ones you don't want to admit you watch like Keeping Up With the Kardashians or the Real Housewives of Atlanta.

Do you have a favourite quote?

“Never let your circumstances determine your abilities.”

What has starting your own business taught you about yourself?

It has taught me to not live in fear because everything I have approached has come to life and is proving successful. I have also learnt not to focus on the what-ifs and the possibilities of something not working out. I trust the process and look forward to the results.

What’s the best piece of advice you’ve ever received?

To just keep going. Everything will fall in place.

Lastly, what are three words that sum up what Beiige means to you?

HOME because it’s in connection to where I call home, NATURE because our products bring me closer to nature and DREAM because my dream of spending more time in Ghana than in the UK is becoming more and more possible.