By Sainabou Sambou
In a nation where the fashion industry is still carving out its space and corporate settings often lack a touch of local identity, Fatima Jonkong Jammeh is stitching together a vibrant revolution as the founder and creative director of Teema, a rising star in African-inspired corporate wear, she’s not just crafting clothing—weaving a narrative of cultural pride, women’s empowerment, and uncompromising quality into the fabric of The Gambia’s professional landscape.
“Teema is an African-inspired workwear fashion brand. We specialize in making corporate wear and uniforms and do pre-branding—printing company logos on mugs, caps, and other brandable items. We also offer embroidery and digital embroidery services,” Jammeh told The Alkamba Times News in an exclusive interview.
At just 25, Jammeh has built Teema from inspiration into a thriving enterprise redefining corporate fashion in The Gambia. This September will mark the brand’s fifth anniversary, a milestone that reflects its resilience, vision, and relentless pursuit of excellence. But her journey from a young woman with a dream to a trailblazing entrepreneur hasn’t been without its challenges.
The seed for Teema was planted nearly five years ago when Jammeh, fresh out of A-levels and entering the workforce, noticed a glaring gap in the market. “I realized there was no dedicated space in The Gambia where professionals could access stylish, high-quality corporate wear—especially anything that celebrated African identity,” she said. At the time, most professionals relied on secondhand clothing or local tailors for workwear, with little room for cultural expression.
Determined to change that, Jammeh began designing African-inspired outfits for herself. Her bold, vibrant looks—infused with the rich patterns and colors of African prints—caught the eye of colleagues and expatriates at workshops. “Their admiration encouraged me to incorporate African prints into my brand identity,” she recalled. That spark of validation fueled her ambition to create a brand that would bring African heritage into professional spaces.
Starting a business in The Gambia’s nascent fashion industry was no small feat. “I get tired every day,” Jammeh admitted with a laugh. “But giving up is never an option. The vision is big—I know exactly where I want my brand to go.” In the early days, she faced significant challenges: a lack of a workshop, reliance on local tailors, high production costs, and inconsistent quality. “Local tailors rarely meet the quality I want,” she explained. “My first tailor was Liberian. Foreign tailors understand the standard I want, but they charge a lot. And because I don’t compromise on quality, my production costs were high from the start.”
Undeterred, Jammeh persevered. A grant allowed her to purchase her first set of machines and establish a workshop, a turning point for Teema. Though she identifies more as a businessperson than a tailor, she taught herself to operate embroidery machines and trained three to four others in digital embroidery. She also sought training programs to hone her fashion design and business management skills, ensuring she could deliver her vision of quality and cultural authenticity.
Teema’s offerings celebrate African heritage, from tailored uniforms with vibrant prints to branded merchandise that reflects a client’s identity. “I’m African. A huge part of my culture is in my work,” Jammeh said. “I want to see African fashion in offices—not just in The Gambia, but across Africa and the world.”
What began as a custom workwear line has evolved into large-scale uniform production for companies, a shift that transformed Teema’s trajectory. “When I began making uniforms, I realized companies also needed branded logos and T-shirts. That became my biggest source of income,” she said. This insight led to creating Teema’s corporate branding unit, which now produces a wide range of products—mugs, pens, caps, and shirts—all branded in-house using high-quality machines sourced from the UK.
“From the beginning, we never compromised on quality,” Jammeh emphasized. “I use the best T-shirts, logos, and merchandise. We test print first, get client approval, then produce in bulk.” Her attention to detail extends to color palettes and branding needs. “If I’m working for QCell, I know orange is their color. If it’s Africell, I match their palette. It makes their brand stand out.”
Jammeh’s client base has grown steadily through social media, referrals, and proactive outreach. She’s known for her hands-on approach, often preparing customized baskets with product samples and proposals to pitch to potential clients. “I currently have a list of 10 to 20 companies I’m targeting,” she said. “I go to them, show them what I can do.” Her embroidery services stand out, with Jammeh noting, “Embroidering a client’s brand on their T-shirt or uniform always gets them.”
While African prints shine in her tailored uniforms, Jammeh acknowledges they’re less prominent in her branded merchandise. She plans to change that as Teema grows, weaving cultural elements into every product line. Open to feedback, she views criticism as a learning opportunity. “Sometimes mistakes happen—a tailor might mess up. I always try to fix it. I’d rather lose money than lose the client’s trust or compromise on quality,” she said.
As a young woman in a male-dominated business space, Jammeh has faced occasional inappropriate advances but remains undeterred. “Maybe because I’ve been taking baby steps, I haven’t faced much societal criticism,” she said. Her gradual approach—testing products before launching them publicly—has helped her build a strong foundation.
Looking ahead, Jammeh’s ambitions are as bold as her designs. “I want to have a mini factory that produces 100% made-in-The-Gambia corporate uniforms,” she said. “I want to design and produce the best uniforms in the sub-region and Africa. And I want to train and employ more young women, especially in digital embroidery.” Her vision extends beyond The Gambia, aiming to make Teema a global name in African-inspired corporate fashion.
Jammeh’s message to young women is simple and powerful: “We are amazing. We can do anything. The sky is the limit. You need to believe in yourself and take the first step. One step is all it takes.”
As Teema marks its fifth year, Fatima Jammeh is not just dressing professionals—she’s dressing the future of African fashion, one vibrant stitch at a time. With her unwavering commitment to quality, culture, and empowerment, she’s proving that The Gambia’s fashion industry has a bright, bold future—made right at home.
