In 2017, Emma Maame Efua Tandoh, a Ghanaian entrepreneur, took an unexpected step into the world of fashion, driven by a simple yet powerful desire: to create something that was both comfortable and culturally meaningful. The spark that ignited her entrepreneurial journey came from a personal challenge, a leg fracture that left her frustrated with the lack of stylish, comfortable footwear options available.

She realized that women were often forced to choose between painful heels or bland flats, and she knew there had to be a better way. That’s when the idea for Love Ankara, a foldable footwear brand, was born. Emma’s goal wasn’t just to design shoes, it was to design a product that combined comfort, style, and African culture. She wanted something that was both functional and a celebration of African fabric, which is often seen as only suitable for Sunday wear.

Blending Heritage with Innovation

Emma’s vision for Love Ankara was simple but powerful: to create a product that embraced premium leather, authentic African prints, and a commitment to comfort. The result was a collection of foldable, machine-washable ballerina flats that told a story with every step. By sourcing fabric from across Ghana and other parts of Africa, each pair became more than just a shoe, it became a symbol of African craftsmanship, heritage, and sustainability.

The brand’s approach is all about quality and sustainability. Love Ankara's shoes aren’t just stylish—they’re made from eco-friendly materials, ensuring that every pair has a positive impact on the environment. This commitment to sustainability extends to the packaging, which is also eco-friendly, further enhancing the brand’s ethos of responsibilityand local empowerment.

From Local Impact to Global Reach

In just a few short years, Emma has turned her personal setback into a global success story. What started as a small project has grown into a brand that’s sold hundreds of pairs across Ghana, the UK, the US, and beyond. Love Ankara now offers a wide range of sizes from 36 to 44, all of which are machine washable, making the brand a practical choice for customers worldwide.

But Love Ankara’s success is not just measured by sales. Emma’s brand has become a symbol of empowerment and resilience. As she expands her reach, she’s mentoring other entrepreneurs, particularly young women, to believe in themselves and take the plunge into entrepreneurship.

As Emma says,

"Forget the odds and go for it. As crazy as it may seem, the future of our continent rests with us women entrepreneurs."

Her goal is clear: to not only build a successful business but to empower the next generation of female entrepreneurs. Through Love Ankara, Emma is actively supporting the revitalization of the local textile industry, which has long been underappreciated in favor of mass-produced, fast-fashion alternatives. In doing so, she’s pushing the agenda for Made in Ghana and Made in Africa products to be seen and respected on a global stage.

Empowering Through Digital Storytelling

In addition to Love Ankara, Emma has expanded her entrepreneurial portfolio with the creation of Outspoken Edge, a digital marketing and content development company. Through Outspoken Edge, Emma helps African entrepreneurs tell their stories with clarity, purpose, and impact. She believes that storytelling is the key to scaling businesses and competing in the global marketplace.

Emma’s advice to young entrepreneurs is rooted in collaboration and empowerment. She believes that gender equalityshould not be a battle but a partnership between men and women.

"For years, we made gender equality a battle between men and women, when in reality, it should have been a collaboration all along," she explains.

Emma’s vision of shared responsibility is shaping the way women-led businesses approach the future, not just in Africa but across the world.

Looking to the Future

Emma’s journey is far from over. With Love Ankara already making waves in the fashion world, Emma now has her sights set on a new goal: empowering the next generation of skilled youth through her brand and fostering a renewed appreciation for authentic African textiles. Her ambition goes beyond footwear, she envisions Love Ankara becoming one of Africa’s leading footwear manufacturers, training over 2,000 skilled artisans in the next five years.

Emma’s story is a testament to the power of resilience, innovation, and the impact that women-led businesses can have on the future of Africa. Through her work, Emma continues to inspire countless others to push past their obstacles, innovate, and build businesses that not only succeed but make a difference.

As Emma herself puts it,

“Our shoes provide employment to skillful artisans and push the ‘Made in Ghana’ and ‘Made in Africa’ agenda for sustainable growth of local brands on this continent.”

This sentiment perfectly encapsulates Emma’s journey, what began as a personal injury has now become a movement for cultural pride, empowerment, and sustainability.

Through both Love Ankara and Outspoken Edge, Emma Maame Efua Tandoh continues to lead by example, showing that with vision, determination, and a strong sense of purpose, setbacks can truly become stepping stones to greatness.

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