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ReConnect Africa is a unique website and online magazine for the African professional in the Diaspora. Packed with essential information about careers, business and jobs, ReConnect Africa keeps you connected to the best of Africa.

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When can the pursuit of your passion become a viable pastime?

ReConnect Africa spoke to Samantha Callender about the inspiration behind her new venture, BajanBeads, and how she has combined her Caribbean heritage with her love for beads.



ReConnect Africa: Can you tell us a little about your background?

Samantha Callender: I’m a British-born mixed race Bajan from Leicester and it was actually my white British mother that pressed for me to know about and embrace my mixed heritage. While at University, I took myself on a 10-week tour of the Caribbean with a friend and travelled down from Cuba to Barbados, island hopping.

I learnt a lot about the diversity of the Caribbean on that trip, and a lot of that journey guides us today. Especially the music! Bachata, Merengue, Kompas, Zouk and Soca.

ReConnect Africa: What inspired you to set up BajanBeads?

Samantha Callender: In November 2013, I found myself too broke to buy Christmas presents. Gifts were made using broken necklaces from a tub under the bed - trinkets, bracelets, decorations and keepsakes from rethreading onto new wire. They were appreciated and friends started buying which led to actively sourcing beads online.

ReConnect Africa: What kind of training or experience do you need to produce the kind of bead work that you are doing?

Samantha Callender: We had no particular training or experience. Personally, before I studied Economics at degree level, I loved art and textiles throughout school and seriously considered becoming an interior designer. One day I may do that- my friends say I ‘curate’ my room.

For BajanBeads however, the long-term goal would be to have on the ground hubs in, say, Kingston, Bridgetown, Freetown and Lilongwe, where training in jewellery making and expressing culture through business and craftsmanship are combined with literacy and business administration. It is but a dream.

ReConnect Africa: How has your Caribbean heritage influenced your interest and your design style?

Samantha Callender: Beyond designing a range for Barbados independence at the end of November, I would say it has a direct impact on the style, colour and materials I use - mainly bright wooden beads. It links to the flair and extravagant style of carnival costumes; colours reflecting Caribbean and African flags and heritage.

For instance, the premium lines for this season feature stones personally sourced from Kumasi, Ghana. We visited the country for the first time this year and were shocked, but comforted, by sentiments such as “Your ancestors will be happy that you have returned your family to West Africa.”

Clearly the Caribbean and African intertwined cultures and histories can never be separated, and we hope we can draw this out through product and social commentary. We aim for Bajan, wider Caribbean and sub-Saharan African political-economic content to feature highly in BajanBead’s social media platform to inform and stimulate thinking and conscious debate.

 

 

ReConnect Africa: As an entrepreneur starting up a business, what do you see as the key challenges?

Samantha Callender: Challenges at present include identifying the right platforms to promote and sell to our chosen target market. Cash flow - as it is far from paying the bills, we have limited funds to invest at present. Hence, we can only work with what may be leftover ahead of the next expo or stall. Time: fantastically, supporters keep throwing great ideas at us, some of which we have thought of, some we have not. There are only so many hours in the day, but all are noted.

ReConnect Africa: What have you learned so far about what is required to be a successful business owner?

Samantha Callender: Organisation: I have to write absolutely everything down by hand: stock lists, social media strategy, website updates, photo shoot organisation, expo bookings, product photography, postage, administration, branding, crafting the products themselves, it goes on.

Sourcing your own opportunities is another, especially those that lie beyond your comfort zone. No one is guaranteed to champion you, but yourself. The importance of having a supportive and skilled network (who kindly help you out for free in the beginning)! I mean, we couldn’t have done it without sound, lighting and film for the launch on August 31st, plentiful musician friends to bring BajanBeads events to life, skilled photographers, stylists and e-commerce specialists. Invaluable.

We can’t be a jack-of-all-trades and can’t afford to outsource either, but professionalism is crucial in all we do and their generous donation of time and expertise makes it all possible. In many cases, it allows people with other 9-5 jobs to showcase and hone their own skill and passions, plus add to their portfolios. I haven’t even touched on moral support!

ReConnect Africa: What are your plans for BajanBeads and for getting your products out to a wider market?

Samantha Callender: The BajanBeads online shop will be opening early in 2015. So much shopping is done online these days, so it is our aim for online sales to be the main revenue source from the 2015 Spring/Summer season.

However, we are aiming for controlled growth, one step at a time. Demand outstripping supply is a good problem to have, but it is still a problem. We design and create here in the UK, so we will be utilising platforms such as Etsy. But, if we produced in Africa, we would look into online portals such as StyledByAfrica.com.

Also, we don’t underestimate the power of social media promotion alongside the fairs where we are currently present, such as the Spitalfields African Market on the fourth Saturday of every month. Diaspora networks are fantastic and, in the medium-term, Barbados is approaching the big Five-0. For this, we plan to have ranges that will be inspired by that, but appealing to all. We joked right at the beginning that we would post an item to Rihanna and see if she wears it! Barbados isn’t a large place!

ReConnect Africa: What advice can you offer to others who would like to take the path you have chosen?

Samantha Callender: I wouldn’t call it a path but I would say that if it makes you happy and it is what you want to do long-term, then throw all you have at it. Invest however little time, money and energy you have now. Don’t lose sight of why it is fun, but ensure you stay focused and stick to a clear yet flexible strategy.

ReConnect Africa: How can readers find out more about your products?

Samantha Callender: www.BajanBeads.comand follow us on Facebook, Instagram and Twitter to find out where we are exhibiting next: @BajanBeads

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