Connections and authenticity are often cited but rarely felt terms for Adwoa Joi-Lee Serwaa Nyame. Despite this, she has forged her path, meticulously crafting a distinctive fashion line that deeply roots itself in her Ghanaian heritage. Her designs are inspired by the vibrant variations of fabrics and

her love for asymmetrical shapes. As she puts it, “Life has us going in various directions , never straightforward,” a philosophy that influences her love for symmetrical shapes.

Adwoa's journey began with a trip to Ghana at just 7 months old. Returning to the UK at 7 years old, she faced a physical disconnect from her family, yet her spiritual ties remained intact. Over time, she revisited Ghana, reconnecting with her roots.

Adwoa explains, “This is how I want to tell my story through shapes, emotions, and sometimes the lost connection and where our mind takes us. I want women to feel like the art form they are. Every detail, every flaw is a character that connects with their style and clothes, just like every piece of string and thread has its purpose. Yaaaej designs embody and encourage this ethos: we wear our flaws and turn them into applause.”

Can you envision the explosive and dynamic beauty that lies within all that we are and aspire to be? Adwoa aims to inspire women to recognise themselves as vibrant works of art with many facets. She believes that one doesn't need a special occasion to feel and look special—every day is a dress-up day.

These beliefs drive her appealing designs forward. By infusing heritage and Western flair, combining handwoven fabrics from Ghana's northern region with mainstream textiles, Adwoa's passion is for women to feel elevated and embrace that desire to stand out.