After a family trip to Ghana in 2018, Elsie Thompson, 52, has always looked for waist beads and knew she wanted to share these beautiful accessories. Now, with over 12,000 sales and a five-star rating on Etsy, the London-based shop Ghana’s Waist Beads has become widely worn across the UK.
What inspired you to start a business selling Ghanaian waist beads?
It all started in August 2018 on a family trip to Ghana. I posted a picture of myself and my daughter in my supplier Rebecca’s shop in Osu, Accra, where I usually get my personal waist beads from in Ghana. The photo featured the waist beads in the background, which led to an acquaintance from London messaging me asking if I could bring some strands for her that were within her budget.
I visited Rebecca’s store several more times during my three-week stay in Ghana, and Rebecca asked if I’d consider selling waist beads myself as I was so passionate about them. From there, the seed was sown. On our last day in Ghana, I asked my family to hand over all their unspent Ghanaian currency, and off I went to buy my waist beads.
My money ran out when we reached around 100 strands, so Rebecca, who had absolute confidence in my success, added another 50 strands, gave me her contact details, and asked me to pay her back once I’d sold them. I was really reluctant to take the extra waist beads, but she was so insistent and confident that I’d sell them that I decided to accept her generosity and the energy of success that she was sending my way.
What’s the cultural significance behind Ghanaian waist beads?
Ghanaian waist beads have been around for a very long time. They are not only a beautiful body adornment but are also used for some practical reasons: for instance, monitoring weight loss and gain. People can also use them to keep a traditional loin cloth in place.
How did you grow your business?
When we returned from Ghana, I set up an Instagram page. Sales were sporadic at first, but word of mouth started my business. Popularity grew during the spring of 2020 while we were in lockdown, as people had more spare time, and there was a rise in online shopping.
When we returned from Ghana, I set up an Instagram page. Sales were sporadic at first, but word of mouth started my business. Popularity grew during the spring of 2020 while we were in lockdown, as people had more spare time, and there was a rise in online shopping.
What is the process behind sourcing your beautiful waist beads?
As I have a full-time job in fashion retail and don’t come from a bead-making background, I work closely with three beaders in Ghana who help me bring my vision and designs to life. Rebecca, Umaru and Ali come from families with a long history of working with beads. I visit them at least once a year in Ghana so they can keep me up to date with the popular colours and trends in Ghana and also create designs exclusively for me. What I like about doing it this way is that I know my customers, and I contribute to these experienced beaders’ livelihoods. They can carry on with their family traditions.
What are some of the most popular designs or colour combinations?
As I have a full-time job in fashion retail and don’t come from a bead-making background, I work closely with three beaders in Ghana who help me bring my vision and designs to life. Rebecca, Umaru and Ali come from families with a long history of working with beads. I visit them at least once a year in Ghana so they can keep me up to date with the popular colours and trends in Ghana and also create designs exclusively for me. What I like about doing it this way is that I know my customers, and I contribute to these experienced beaders’ livelihoods. They can carry on with their family traditions.
What are some of the most popular designs or colour combinations?
The brown warm-toned waist beads are one of the most popular designs. They look great on all skin tones while still being very neutral. Another popular one is the white and gold design, which is simple yet sophisticated. To round up the trio is the pink peach design, which is soft, feminine, and pretty. However, I’m biased, so of course, I think they are all stunning.
Do any of the colour combinations have meanings attached to them?
While some colours and types of beads may have had meanings in the past, they’re much more relaxed now as designs have moved on. I believe it’s best to choose what attracts you the most, as you’ll then enjoy wearing them much more.
How do Ghanaian waist beads empower and celebrate femininity and womanhood?
Ghanaians (and all other waist beads) empower women by making women see themselves.
For a woman to decide to wear waist beads, then take the time to curate them to adorn their body carefully. That’s already self-care right there and an awareness of one’s self and one’s femininity.
Are there any misconceptions about waist beads that you would like to address?
Some people would like to wear waist beads but are worried about what others may think. However, anyone can wear them.
I get asked questions about cultural appropriation quite frequently, primarily by non-black aspiring customers who do not want to offend by wearing them, which in itself is very sweet. The only answer I can give is that I know Ghanaians are very welcoming, friendly and inclusive people who embrace those who respect their customs and culture without abusing them or claiming to have “discovered” or “invented” them for their profit. It’s important to note that waist beads are worn not only in Ghana but also in many other African nations.
What sets your business apart from other sellers of waist beads?
I have a real passion for waist beads, and I do this to delight people. I never get tired of receiving messages telling me how beautiful the waist beads are and how wonderful they’ve made someone feel – whether it’s helping them manage an eating disorder, helping them love their body more, or just making them feel more sexy. It makes me feel so happy.
Check out Elsie’s Etsy shop here.
Want to buy a new outfit to go with your waist beads? Take a look at MISHANTY’S shop!