She Who Builds 2025: Beauty, Purpose and Showing Up

Last year, I was on the She Who Builds stage as a speaker.

(left to right) Sarah Laura Solomon, Zemzem Ali, Mina Bilkis and Alima Sesay. Opening session: From Surviving to Thriving. October 2024.

This year, I attended as a media collaborator, notebook in hand, excited to witness the energy, the conversations, and the women shaping this space. She Who Builds 2025 brought together entrepreneurs, creatives, students and professionals under the theme Beauty and Brand, exploring how self-expression, identity, and purpose intersect in the lives of African women today.

An attendee at She Who Builds 2025

During Sarah Laura Solomon’s speech, she spoke about how her business, LAura's Beauty and Wellness, is rooted in confidence, self-awareness, and purpose. “Forget that you need to look beautiful,” she said. “It doesn’t count until you feel beautiful.” She reflected on her journey embracing her natural hair, describing it as a symbol of visibility, identity, and authenticity that guides how she approaches her work.

Sarah Laura Solomon, Founder of LAura's Beauty and Wellness

I also caught up with this year's host Lala Sidibe, activist and kora player. Lala described the space as eclectic and transformative. “It’s revolutionary to see women show up in their colors, in their truth,” she said. For Lala, showing up and expressing yourself is a statement of purpose and visibility.

Alima Sesay, the Creator of She Who Builds, shared her vision for the future of the event. She spoke about the importance of creating an inclusive space where women can connect and thrive. “We want to make a space where every woman feels welcome to show up authentically. And with time, create a financially inclusive space where we can host the conference free of charge.'' she said. Alima also highlighted her excitement about introducing vendors and allowing attendees to enjoy a more interactive, communal experience.

Alima Sesay, Creator of She Who Builds.

Keynote speaker Antonia Howard reflected on identity, branding, and visibility, emphasizing the courage it takes to put yourself out in the world. “You can’t shine your light behind closed doors,” she said.

“As women trying to build, we have to do things that challenge us and push us out of our comfort zones. We have to dig deeper to find our purpose so that the world does not define who we are. That is where your power comes from.” - Antonia Howard, multimedia journalist.

multimedia journalist Antonia Howard

Antonia described seeing the attendees grow throughout the day as one of her favorite moments. “Before lunch, people were shy and quiet. By the time we went for lunch, I could see them lighting up, sharing their ideas and dreams. That transformation reminded me why spaces like this matter.”

The conference was also a mirror for attendees, a space for reflection on personal and societal pressures. Aminata, one of the attendees, shared how the event helped her unpack ingrained ideas of beauty and professionalism.

“This conference allowed me to unpack internalized colonialism and beauty standards when it came to how I view my hair and what is ‘professional.’ It was a great opportunity to look inwards and continue doing the work and to define what beauty means to me and to be African.” Aminata, attendee.

For me, attending She Who Builds this year was a reminder that building is not only about the businesses we create. It is about showing up, claiming visibility, and supporting one another along the way. Every conversation, every speech, and every connection reinforced that purpose is the true foundation of empowerment.

She Who Builds 2025. Brownie points if you can spot me :)