Choose to Challenge

International Women’s Day is celebrated annually on March 8 to commemorate the cultural, political, and socioeconomic achievements of women from all walks of life. This year’s theme ‘Choose to Challenge’ speaks volume to all women but in particular, to business leaders and SME entrepreneurs who are fighting gallantly in the face of the pandemic to support one another and impact lives positively. A challenged world, they say, is an alert world and many women across the globe have chosen to continually challenge gender bias. inequality and other barriers affecting women globally.


As women, we are called to nurture and alleviate the pain of those around us despite the social-economic climate we find ourselves in. At Kaima Designs, we understand the tremendous power of challenging the status quo and are very optimistic that when we back our voice with tangible actions, real change occurs. In pursuit of that change in the heat of the Covid-19 pandemic, we launched the Cheta Hoodie Project to tell our African story in a unique way while fostering community support for local businesses and the education of young girls in West Africa.


Cheta hoodie design is a culturally significant symbol which was inspired by a beaded Zulu outfit with geometric designs of substantial cultural significance. The symbols on the design remind us that we are all unique individuals but infinitely connected in some ways irrespective of our race, gender, ethnicity, and socio-economic status. Above all, our fate and destinies are interwoven within the universe. In a nutshell, the Cheta hoodie symbolizes love for humanity and the environment.


We are currently working with JCK Media & Design, a black-owned and woman-led business to drive this campaign. We couldn't have asked for a more appropriate digital media partner to spearhead this campaign. With their level of professionalism, dedication and great customer service, I am confident that we are on track for attaining our goal of 1000 uniforms.

Christine Eruokwu, Creative Director of Kaima Designs in her Cheta Hoodie


In commemoration of this year's IWD celebration, Fusion Saint John featured Kaima Designs on their blog which beamed its spotlight on the inception of the business and journey so far. Here's a snippet of the article:


One of the main objectives of Kaima Designs is to promote African culture and lifestyle through fashion. As a brand, Kaima Designs is investing in the education of young girls in West Africa and women-focused Canadian charities. Fashion Power, an annual charity fashion show was initiated to further this objective, while fundraising for a good cause.

Continue reading article here


As we celebrate women's achievements on this year's International Women's Day, take some time to reflect on the theme and seek ways to challenge the status quo in your life, family or community that needs to be addressed. We can't wait to celebrate that achievement with you!