Ten years ago, as a newly enrolled MBA student at the University of New Brunswick (UNB) Saint John, I was filled with dreams and questions. Pursuing a specialization in Entrepreneurship and Technology Management, I found myself yearning for something deeper—something that connected my education to a cause larger than myself. When the UNBSJ MBA program introduced a social entrepreneurship course in my final module, everything clicked. I realized I was meant to be a social entrepreneur, bridging the gap between my past and the present.
My journey wasn’t just academic; it was deeply personal. As an international student and the daughter of a child bride, I felt an unrelenting drive to create change—especially for vulnerable girls in Africa. In 2017, this mission gave birth to Kaima Designs, an African-inspired fashion brand. The brand was more than just a celebration of cultural heritage; it was a call to action. Through the Kaima Designs Girl-Child Education Initiative, we aimed to change the narrative for underserved girls, donating school uniforms and providing scholarships to create brighter futures.
Every year, from 2017 to 2019, we hosted vibrant fashion shows to raise funds. But when the pandemic struck in 2020, the runway went silent. In the face of this challenge, we reimagined our mission. In 2021, we launched the signature Cheta hoodie, a symbol of resilience, remembrance, and action. With every hoodie purchased, we donated a school uniform to a vulnerable girl in West Africa. This became the heart of our 1,000 School Uniforms Campaign, an initiative to boost school enrollment and retention for girls in grades K-12.
Since then, 700 school uniforms have found their way to girls in Nigeria and Côte d’Ivoire, but we’re not stopping there. With the goal of reaching 1,000 uniforms by 2025, we recently partnered with the UNB Saint John Campus Store to co-create the UNB Cheta Design. This sublimated Cheta pattern is based on African wax print clothing and is stitched onto a Jerzees 50/50 cotton and polyester crewneck and hoodie. This partnership brings my journey full circle, reconnecting me to the place where my dream as a social entrepreneur took root.
For me, the Cheta hoodie isn’t just apparel—it’s a story, a mission, a movement. In the Igbo language of eastern Nigeria, "Cheta" means "Remember."
With every hoodie purchased, we invite you to:
1. Remember your roots—celebrate the culture and heritage that shape us.
2. Remember the power of education—transforming lives, one uniform at a time.
3. Remember your impact—together, we can help reduce child marriage and create brighter futures.
Together, we can turn "Cheta" into action and make an unforgettable difference with lasting impact. We dream of a day when the girls we support will walk the halls of universities like UNB, empowered by education and their limitless potential.
Join the Cheta Tribe and help make this a reality by taking action today:
Order your UNB Cheta hoodie today!Â
Share a photo in your hoodie and tag us @kaimadesigns1.Â
Follow, like, and share our social media posts to spread the word.
Email us at info@kaimadesigns.com to learn how you can join this movement.
A heartfelt thank you to Kevin Huikai Liu of the UNB Saint John Campus Store and Hana Qiu of the UNBSJ MBA program for their unwavering support and belief in this vision. Your dedication and hard work have been instrumental in bringing the UNB-Cheta collection to life.Â
To our incredible models: Michael Chibuikem, Samuel Gonzalez, Keziah Akagwu, Melvin Sudijanto, Xuerong Zhao, and Md. Shariful Islam, thank you for lending your time, energy, and presence to this campaign. Representing both current students and proud alumni of UNB, you beautifully embody the spirit of diversity, resilience, and connection that Kaima Designs stands for.
This project is proof of what we can achieve when passion meets purpose. Together, we’re building bridges across cultures and creating meaningful change. Thank you for being part of this journey!
Photo Credits:Â Limelight Studios (IG: @Limelightfotoz)
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