There’s a famous Ghanaian proverb that says “If you educate a woman, you educate a nation. To this day, Juliet Amoah has seen the testament of this proverb from the women around her. From her mother, mentors, and peers, and with over 10 plus in the creative and consulting industry, working with various production companies, film producers and business executives, Amoah constantly sees how the women in her life solve issues, daily, by skills passed down from women in their lives.
At the end of 2023, Amoah was ready to channel her wealth of knowledge from her experiences to eventually start Genesis 33, a creative operations and consulting company; it was time Amoah channeled her expertise to her own vision.
Amoah hit the ground running with her first creative project released on Black History Month while setting a tone for Women’s History Month in March. The concept was a no-brainer! Uplifting African women in business; the African Boss Babe series was born.
To creatively portray the strength and versatility of an African woman is no small task. Amoah wanted to ensure that the creative direction accurately captured the ultimate African boss babe; an African woman who unapologetically embraces her culture, knows her worth, and is sharp to find solutions that not only change her community but the world.
The marriage of film and photography was a must! From concept creation to script narration of the entire day, Amoah worked alongside women creatives to further champion the vision. As Amoah championed the creative direction, the photographer, Brenda Mensah, and the makeup artistry from Reubena Aryee brought the ultimate girl power to perfectly capture the layers of the ultimate African boss babe.
Each set showcased the diversity of the African culture from Ghana, Kenya, Nigeria and Guinea. Amoah’s main boss babes for this series included female African entrepreneurs who pioneered the areas of skincare, film, education, fashion, beauty, and music. The women featured were Wendy Oduor, Juliet Amoah, Roseline Nkama and Fanta Kaba. Each woman showcased the perfect palatable glimpse of the well-rounded entrepreneurs Africa continues to birth.
Looking at the series, Amoah knows there are countless African Boss Babes that she hopes to feature and with this series, Amoah is confident that Africa’s future is in good hands. As Black history leads into Women’s History Month, it is comforting to know that the future women leaders of Africa are driven to sustain their cultures for the generations to come and are selfless in educating each other to save the African continent.
Amoah dedicates this project to all Africans, especially the African boss babes, in the homeland and the diaspora. Dare to dream beyond societal barriers- fight and flourish!
An African Boss Babe is one whose roots are embedded in the rich African soil; a groundbreaking visionary woman whose dreams go beyond the path set out for her. She is driven to overcome any adversity and pushes beyond the status quo. As Beyonce would put it, this is the ultimate DIVA, the female version of a hustler.
There has never been, nor will ever be a more beautiful place on earth than Africa, and these queens are making sure this statement holds to be true by how they continue to beautify the world they are in with Africa in them.
“Africans no dey carry last”; meaning, Africans will always come out on top.
Written By Wendy Oduor & Roseline Nkama. Photos by Brenda Mensah
