Harriet Gyamfuah: I want to bridge Africa to the Arab world

Harriet Gyamfuah - the Ghana-born and East London-raised CEO of Qatar-based fashion-oriented creative agency – Creatives Amplified has worked with some of the biggest fashion magazines in Qatar.

Before setting up her successful agency in Qatar, she worked in retail on London's Oxford Street and as an air hostess with Qatar Airways.

Harriet's inspiring story is exciting and proves that black women can thrive in business, no matter the location.    

Trumpet: Have you come from a creative background or was starting a fashion agency more of a business venture?

Harriet: I didn’t come from a creative background. But growing up in multicultural London was excellent. It’s a melting pot of different cultures, and the city is a beautiful celebration of design, fabrics, and colour. On a daily basis, fashion inspires me to feel connected to my truest self. Although I didn’t see myself setting up a fashion agency, I had previously worked as a fashion publicist and had knowledge, contacts and experience. These things are priceless. So, in a sense I guess it was destined for me to be involved in fashion. 

How would you describe your style? 

My sense of style is to dress for myself – to be bold, relaxed, and fun in a way that makes me feel most confident and genuine, and, of course, fit for the occasion. I love exploring new designers and different inspirations for my everyday wardrobe, but I’m partial to a flowing dress that can carry me from day-to-night.

Why do we need more women in leadership positions?

I believe that there’s true value in gender diversity and promoting more women to leadership roles. Women bring different perspectives and approaches to business. This can genuinely result in a more inclusive workplace and often better performance for the company – as many studies have shown. When given the chance, women can make bold and wise decisions as leaders which is a huge advantage in the work environment and we bring a family-like feel to the team. In my experience, working with female leaders has always led to stronger teamwork and better cooperation.

What challenges have you experienced as a black woman?  

Black women have historically faced some of the greatest barriers when it comes to fully participating in the economy. Across geographies and income levels, disparities persist in the form of pay gaps, uneven opportunities for advancement, and unbalanced representation in important decision-making.

Personally, my journey to where I am now has been one of constant perseverance. By reaching the position I am in today, my goal has always been to provide the support and opportunities that black women desperately need to advance in their careers and bring about much-needed changes in the workplace that can benefit everyone.

What tips do you give women starting their careers?

Ally with other women. Listen to them if they inspire you and be certain to reach out to them. When it comes to feedback, don't take it personally, instead practice empathy.  I strive to set a good example by sitting front-and-centre and speaking up in meetings to encourage other women to do the same.

Men are expected to be assertive and confident, so co-workers welcome their leadership. In contrast, women are expected to be nurturing and collaborative, so when we lead, we go against expectations and often face pushback from men and women. Therefore, I look for opportunities to celebrate women’s accomplishments and help to level the playing field as much as possible. 

Who inspires you?

Yvette Noel-Schure has to be my forever PR crush. She is Beyonce’s publicist. I got to interview her a few years ago which was a definite ‘pinch-me’ moment as I’ve always – and continue to – idolise her. She once shared a piece of advice with me “Pass the ladder down” which I will always hold dear as my mantra. Strong people of colour are always my go-to, so my favourite account on Instagram is undoubtedly @mypublicistisblack because I relish witnessing these unforgettable moments that these trailblazers create. I can only wish to be amongst such powerhouses one day.

What do you know now that you wish you had known when you were starting out in business?   

When I started Creatives Amplified, I had no idea what it meant to be an entrepreneur. I learned that there are so many aspects on top of an initial idea to make a business successful. I am fortunate that I was able to surround myself with a great time. They help me to take care of many essential bits that go on behind the scenes. For example, I couldn't be without a brilliant Finance Manager because they straddle accountancy, finance strategy, leadership, and profit and cost control. Mohammed, my Financial Controller, sees the bigger picture, allowing me to scale up my business steadily. 

How do you manage your work-life balance?

Like many entrepreneurs, I work long hours on weekdays, weeknights and weekends. The attraction certainly isn't in the long hours, but the work is rewarding. I try to spend time with family and friends because this is important for my mental health. I'm still working hard to get the balance right, but things are ticking over nicely. 

What advice would you give to somebody else who wanted to start a similar business?

I'd suggest examining the current market first and then getting as much help and advice from professionals before spending any money.

How have you been perceived in Qatar

Until I moved here, I didn't realise just how much Qatar was a regional luxury fashion Hub. After giving up work as an air hostess, I immersed myself in the fashion and lifestyle sector and established strong media contacts. 

Public Relations in Qatar has emerged over the last three decades to become a well-established profession. I quickly realised celebrities, public figures, and social media personalities needed my help raising their awareness. Effectively this gave birth to Creatives Amplified in 2018. As you can imagine, there weren't many other Ghanaian-born, London-raised, Qatari-based PR professionals, so my 'otherness' was a massive part of my success. I was fully embraced in Qatar. For this reason, I'd encourage other black people to consider setting up business there.

What are your future plans?

I want to continue building Creatives Amplified and amplify Qatar's fashion and lifestyle scene. I have no plans to retire just yet, so I have set my sights on expanding to Saudi Arabia and other Middle East countries. 

Although I have been accepted in the Middle East, I still have an essential role in equalising the field for other Africans. My long-term goal would be to bridge Africa to the Arab world, which I would do by showcasing African art, fashion and culture.