Keeping African Culture Alive Through Modern Art

Laima Sinare is a 28-year-old, Chagga woman from the United Republic of Tanzania in East Africa. She is passionate about preserving African culture and keeping it alive through modern art. Laima credits her artistic mother as the main influence on her career path as an artist.  Her trademarked brand AYMA®, established in 2016, specializes in beaded accessories for women around the world.

As an artist and cultural activist motivated by her love of creativity, her creations have been showcased in fashion shows and exhibitions across the country. As an entrepreneur, Laima provides other young women artists the opportunity to develop their talents, through the design and creation of AYMA’s vast array of accessories. Depending on the type of accessory, one piece can take her anywhere from a few hours to a few days to make. For larger orders, Laima employs 2-3 other young women artists.

It is my duty to maintain, protect and promote my cultural heritage.

Laima Sinare, entrepreneur and creator of the brand AYMA®

Traditional African culture influences her designs, particularly the custom of wearing waist beads, an accessory worn for centuries around the midsection by women in many African cultures. Waist beads are colorful beads – made from glass, gemstones, and other materials – on a string or wire around the waist or hips. In recent years, waist beads have gained more aesthetic and practical purposes for women around the world, becoming a popular fitness or confidence-building accessory.

Some of Laima’s other well-known accessories include her big, chunky necklaces and matching earring sets, which add a bold statement to any wardrobe. Her customer base for necklaces are mainly tourists to the region, as most Tanzanians do not often wear such types of accessories. Laima uses Instagram to sell her waist beads and other accessories directly to her customers. Many of her posts direct her customers to “crown” their bodies and celebrate their unique physical features as “queens” in their own right. In a world where women are under a lot of pressure to meet a certain beauty standard, Laima works hard to offer products that will encourage women to feel beautiful in their own bodies.

Recognizing the growing trend away from mass consumption, Laima’s project under the WIPO Training, Mentoring and Matchmaking Program on Intellectual Property for Women Entrepreneurs from Indigenous Peoples and Local Communities focuses on her desire to create meaningful products made from love and passion. Due to the COVID-19 pandemic and the abrupt halt in tourism over the last year, Laima quickly adapted her business model, changing from the production of necklaces and earrings, accessories normally purchased as souvenirs, to waist beads, an accessory more commonly worn by her local customer base.