What We Learnt From Our Fireside Chat With Georgette Dwomoh-Appiah

In our latest Fireside Chat, we sat down with Georgette Dwomoh-Appiah, a brand strategist, communications consultant and cultural connector working across Africa and the Nordics.

Her journey spans Ghana and Sweden, fashion and policy, creative industries and global institutions. What stood out most, however, were the grounded lessons she shared for African creatives navigating international markets with intention and confidence.

Below are the key insights that stayed with us, especially for founders, artisans and creative entrepreneurs with limited time but big ambitions.

Start with your why before seeking a seat at the table

One of Georgette’s strongest reminders was that visibility without clarity leads nowhere.

Before chasing opportunities, collaborations or new markets, creatives must first understand why they want to be there and what makes them uniquely suited to that space. Talent alone is not enough. Context, intention and self-awareness shape whether a brand truly belongs in a space or is simply present in it.

Asking yourself whether you would hire, invest in or buy from your own brand is not an exercise in self-criticism, but one of preparation.

Quality is non-negotiable in global markets

Competing internationally, particularly in premium or luxury spaces, requires consistent intentionality across every touch point.

From product finishing and fabric selection to branding, customer service and packaging, every detail contributes to how a brand is perceived. A strong product paired with a weak customer experience, or the reverse, creates friction for buyers.

Pricing must also align with the experience being delivered. Global buyers are not only purchasing products. They are buying into a story, a standard and a promise.

Storytelling works best when it serves the customer

A key insight from the conversation was the difference between attention and impact.

Not everyone engaging with your content is your customer. Effective storytelling starts with understanding who you are speaking to, what emotion you want to evoke and why your story matters to them specifically.

Highly polished editorials have their place, but sometimes more expansive, documentary-style storytelling creates deeper connection and trust, especially when it helps buyers see themselves in the product.

Photography can open or close global doors

Visual consistency emerged as one of the most practical lessons for brands looking to scale internationally.

Buyers often move quickly from social media to a website before making a judgment call. If the visuals do not translate seamlessly across platforms, confidence is lost.

The good news is that quality photography no longer requires expensive studios. With intention, natural light and consistency, even smartphone photography can meet global standards when done well.

This is something we actively support at Meekono through our Smartphone & Sunlight Masterclass, available on our free e-learning platform. The masterclass is designed to help sellers create strong, commercially ready imagery using the tools they already have. Contact us today to join. We also explore this topic further in our blog, Sell More With Stunning Photos: Mastering Product Photography for E-commerce, which breaks down practical ways to improve product photography for online sales.

Cultural translation is about balance, not dilution

Working between African and Scandinavian markets has taught Georgette that global relevance does not mean erasing identity.

Instead, it means offering entry points that feel accessible to new audiences while staying rooted in cultural authenticity. Styling, colour choices and product presentation should help buyers imagine how a piece fits into their everyday lives without stripping it of meaning.

This balance allows culture to feel inviting rather than overwhelming.

Community is as important as the product

Perhaps the most powerful takeaway was the role of community in long-term growth.

Many of Georgette’s milestones came from sharing ideas openly, asking for help and practising what she calls shameless self-promotion. Opportunities often arise from conversations rather than algorithms.

Building a brand is rarely a solo journey. Networks, collaborators and supporters play a critical role in opening doors that strategy alone cannot.

Final reflection

This Fireside Chat reminded us that globally recognised African brands are built through clarity, consistency, courage and community.

At Meekono, conversations like these shape how we support sellers beyond sales, through storytelling, skills development and long-term market readiness.

We invite you to watch the Full Fireside Chat here or listen to it on Spotify.