#NYCShopSmall — Interview with Tracey Sarpong from Akuaba Fashions.
#NYCShopSmall is about giving those small businesses a voice, in a different and special way.
I recently interviewed Tracey Sarpong from Akuaba Fashions in Maplewood, New Jersey. Tracey told me all about her fascinating fashion boutique and business. They feature authentic clothing and accessories handmade in Ghana, West Africa. Their selection accommodates women, men, and children of all different sizes. Being in business for 17 years, the mother-daughter duo realize they have something unique and special.
#NYCShopSmall: Tell us a little about your business, how you got started, and why.
Tracey Sarpong: The business is an authentic African clothing boutique from Ghana West Africa.
It’s for women, men, and children and we carry plus sizes as well.
“They’re modern but unique styles that are rarely anywhere else.”
We only have one location and have been in business for 17 years. It was started because we are from Ghana. When we go out in our unique pieces, people always want to know where we get them from so we started supplying the product and have a wide range of customers. We sell fancy laces and anything from basic Ankara prints to Dashikis.
#NYCSS: Handmade in Ghana? Wow, very cool. What was your first major goal for your business?
Tracey: Our first major goal was to expose the African style of clothing, to the masses. People of all races.
#NYCSS: Since that’s an ongoing goal, how long did it take you to start to accomplish that?
Tracey: There was already a base since we were selling before the shop opened. We are always finding new ways to gather new customers and try different marketing tactics.
“We do see different clientele, so every time someone new comes in, that’s a goal met.”
#NYCSS: Where do most of your customers come from currently?
Tracey: Most of the customers we get are Haitians, Caribbeans, and African Americans. However, we do get Hispanics and Caucasians as well.
They usually come in searching for pieces for school projects or weddings they will be attending. We also have a variety of clientele from the Black Panther movie since people enjoy dressing up like the characters.
#NYCSS: How do you get customers to come into your shop? Word-of-mouth, walk-ins, online shop, social media marketing, etc?
Tracey: Everything you mentioned except an online shop. We have an online presence but customers cannot currently buy online, but we are working on that. We have store-front displays, Facebook, Google, Instagram, etc.
#NYCSS: Where do you see yourself and your business by the end of the year? What’s a major goal you are trying to accomplish?
Tracey: By the end of the year, I would see our business growing much more than it has already.
With our online presence and huge new customer base as well as a new website in the works, we will definitely see sales grow.
“We want to accomplish a steady and recognizable brand that stands out for its uniqueness, as well as a complete website for clients to purchase all over the world.”
#NYCSS: It definitely is unique and very niche. I hope everything works out with the new website so you can expand your customer base even further. Knowing and accomplishing all that you have in your line of work, what advice would you give to someone starting out with a similar business as yours?
Tracey: The best advice is to definitely focus on the brand and never cut corners.
“Slow and steady wins the race.”
Customer respect and engagement help build clientele and your reputation. Making people feel welcome to return boosts word-of-mouth sales as well.
#NYCSS: Customer is king! What technology innovation, would you say, has made the most impact on your life and business?
Tracey: I would have to say smartphones and social media platforms because now we are at peoples fingertips.
We can showcase what we have rather than relying on a window display, let’s say it was in a low populated area, to gather business.
#NYCSS: Absolutely, I agree. I think so many business owners stay away from technology and social media. They either aren’t sure how it relates to their business or because they think it doesn’t work. If it’s used smart, it absolutely works. 30 years ago, it would have been a lot tougher initiating this interview.
Tracey: Yes, I definitely agree!
#NYCSS: To wrap up the interview, I like to ask some fun and interesting questions. Would you be up for it?
Tracey: Sure!
#NYCSS: If you could pick up a new skill instantly, what would it be?
Tracey: Learning to sew, this way I can bring my creations to life in my spare time.
#NYCSS: What’s the most interesting thing you’ve read or seen this week?
Tracey: I’m a few weeks late, but the most interesting thing I’ve seen is the Black Panther movie, finally!
#NYCSS: What would be the ultimate gift for you to receive?
Tracey: Lots of money, a truck load of hundreds! LOL
#NYCSS: Same! If you could be a crayon color, what would you be and why?
Tracey: Pink, because it’s light and feminine.
#NYCSS: Would you rather be 10 minutes late or 20 minutes early?
Tracey: 20 minutes early because I hate being late.
#NYCSS: Would you rather have free Wi-Fi wherever you go or be able to drink unlimited free coffee at any coffee shop?
Tracey: Free Wi-Fi, I definitely love my phone.
#NYCSS: Would you rather live in a house with see-through walls in the city or the same see-through house in the middle of a forest, far from civilization?
Tracey: The house in the city.
#NYCSS: Would you rather know the history of every object you touched or be able to talk to animals?
Tracey: The history of every object I touched.
#NYCSS: Interesting..Is there anything else you’d like share? A new project, website, promotions?
Tracey: Yes! We currently have a Women’s Month Sale for the rest of March. We will also be renovating the shop in the upcoming months as well as launching the new website. Our current site can be used just to see some information and items. (Which can be viewed here)
