My Ghanaian heritage has played a major role in the conception of the MEFIYE brand.

MEFIYE was born out of the beauty of Ghanaian culture. The artistry behind each scent gives customers a taste of luxury through the lens of Ghanaian tradition.

We caught up with MEFIYE’s founder, Jasmine who shared her MEFIYE journey with us and so much more. This is a great read that we are certain you will enjoy!

1. Can you tell us a bit about the inspiration behind starting your business and the journey that led you to where you are today?

The idea for MEFIYE came in late 2020 during the COVID lockdown. With more time spent indoors than ever before, I had become increasingly conscious of how my home space in London made me feel and how not prioritising enough time off amidst a then-chaotic schedule (balancing full-time work, a part-time Oxford postgraduate course and various other positions of responsibility) affected my wellbeing.

My parents were both in Ghana for the majority of 2020, and during that time lighting candles and curating relaxing playlists at home were two of my favourite ways to unwind. I thought about the power that fragrance had to transport me somewhere beyond my bedroom, and so I came up with the idea to create an affordable luxury brand which told stories about my heritage and upbringing. I fleshed out the brand’s DNA and was making prototype candles in late May 2021 once I had completed my Oxford finals then grew the brand from there; soft-launching our products at a pop-up in November 2021 and officially launching our e-commerce store (www.mefiyelondon.com) in January 2022.

2. What challenges have you faced as a black-owned business, and how have you overcome them?

One of the biggest challenges for me personally has been balancing the responsibilities that come with building a viable product-based business and brand alongside a demanding full-time job. Right now, my legal career has had to take priority and so there have inevitably been business-related opportunities that I have had to pass over, but I’m grateful for the people that I can lean on to support certain areas of the business on my behalf and the many repeat customers of MEFIYE that keep this small business going.

3. How does your business contribute to the celebration and preservation of Black history and culture?

My Ghanaian heritage has played a major role in the conception of the MEFIYE brand. Our name is derived from the Twi phrase for “my home”, and our products all tell “scent stories” inspired by my memories of Ghana. For example, the DUA candle’s warm citrus scent is inspired by the orange tree at my second home in Kumasi, and my love for black art is expressed through the 91 candle’s gourmand scent (which emulates the feeling I get from 90s and 00s black movies such as Brown Sugar and musicians such as SWV, D’Angelo and Musiq Soulchild). Our customer base remains diverse, and the overarching theme of “home” is relatable to most, but my love for my West African heritage and Black culture will always be at the heart of the MEFIYE brand.

4. Are there any significant milestones or accomplishments your business has achieved that you're particularly proud of?

As a small business, every single win feels deeply significant. From our first-ever Shoreditch pop-up back in 2021 which sold out before the event had completed, to having our products featured in internationally recognised publications including Women’s Health, Bustle, Country Living and WhoWhatWear UK, to each e-commerce sale that pops up on my iPhone screen, I’m proud of it all. For me, as an early-stage founder, the best is yet to come.

5. Who inspires you the most and why?

I’m grateful for the many people in my life that I get to call an inspiration, but the “person” that inspires me the most is the highest iteration of my future self. I frequently consider how the future version of myself approaches life both professionally and personally, and I know that I have had a successful day when I can say that I have done at least one small thing which will lead me closer to that person.

6. What advice would you give young black entrepreneurs about how to be successful in business in the UK?

Learn to get comfortable with the uncomfortable. Entrepreneurship is all about taking calculated risks, rolling with the punches and changing direction when necessary. Also, try to avoid overthinking if possible. Entrepreneurship can be scary as you’re constantly making decisions without always having a clear idea of the outcome, but the best results often come when you simply take action without striving for perfection (which doesn’t exist).

You really must try one of your fragrances all of which can be found here https://mefiyelondon.com/collections/all - Trust us, you’ll love your purchase!