We’re looking forward to introducing you to Tamira Wells. Check out our conversation below.
Good morning Tamira, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What is a normal day like for you right now?
No day is ever really ‘normal’ for me. Most mornings start with either a little kick in the back from my son or him pushing his iPad in my face to get me up. From there, it’s a mix of mom life and business — juggling playtime with him while also jumping into business meetings, attending cohort programs, and working on New Heritage. Some days I’m creating content or planning collections, other days I’m focused on emails and admin work. It’s definitely unpredictable, but I’ve learned to flow with it. The beauty is that I get to build my brand while being present for my son, and that balance is what keeps me going.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Tamira, and I’m the owner of New Heritage, a 90’s nostalgia streetwear brand I relaunched to honor my late aunt and uncle, the original founders. Back in the 90’s, New Heritage pieces were worn on Fresh Prince of Bel-Air, A Different World, In Living Color, and even in movies like Boomerang. The brand carries a legacy of culture, creativity, and representation, and I’m passionate about keeping that alive while introducing it to a new generation.
What makes New Heritage unique is that it’s not just fashion — it’s storytelling through clothing. Right now, I’m working on building a Legacy Show to showcase all of the nostalgic New Heritage pieces and highlight the clips where they were worn on those iconic shows. For me, it’s about preserving history, celebrating our roots, and creating something lasting for my son while inspiring others to embrace their heritage.
Amazing, so let’s take a moment to go back in time. What was your earliest memory of feeling powerful?
My earliest memory of feeling powerful was as a teenager when I realized I could express myself through fashion. I remember putting together outfits that no one else was wearing — like tuxedo capri pants with lace gloves and a French beret for junior prom — and instead of feeling insecure, I felt confident because it was me being unapologetically myself. That freedom to express myself through style gave me a sense of power and independence. Later in life, I felt that same power when I decided to relaunch my family’s brand, New Heritage, in honor of my late aunt and uncle. It reminded me that real power is staying true to your vision, even when the path isn’t easy.
Was there ever a time you almost gave up?
Yes, there were definitely times I almost gave up. When I was laid off right before giving birth to my son, and again when I faced another layoff shortly after his autism diagnosis, it felt like everything was crashing down at once. On top of that, I went through postpartum, financial struggles, and even faced eviction. In those moments, it would’ve been easy to walk away from my dreams. But what kept me going was my son and the legacy I’m building for him. I reminded myself that New Heritage was bigger than me — it’s about family, culture, and carrying on a story that deserves to be told. That’s what gave me the strength to keep pushing, even when it was hard.
Next, maybe we can discuss some of your foundational philosophies and views? What’s a belief or project you’re committed to, no matter how long it takes?
I’m committed to preserving and celebrating the legacy of New Heritage, no matter how long it takes. The brand isn’t just about clothing — it’s about telling a story, honoring my late aunt and uncle, and sharing a piece of 90’s Black culture with the world. Right now, I’m building a Legacy Show to showcase all the iconic pieces and highlight the moments they were worn on shows like Fresh Prince of Bel-Air, A Different World, and In Living Color. This project is a labor of love, and I’m dedicated to seeing it through because it’s about keeping history alive, inspiring others, and leaving something meaningful for the next generation — including my son
Okay, so let’s keep going with one more question that means a lot to us: What pain do you resist facing directly?
The pain I sometimes resist facing directly is the fear of losing it all — financial security, stability, and the progress I’ve made with my brand and family. Having experienced layoffs, eviction threats, and unexpected setbacks, the idea of scarcity can be overwhelming. It’s a fear I don’t always want to confront, but I’ve learned that acknowledging it, planning around it, and pushing forward anyway is part of building resilience. It’s what keeps me motivated to keep growing New Heritage and creating a lasting legacy for my son.
Contact Info:
- Website: https://www.newheritagebrand.com
- Instagram: https://www.instagram.com/thenewheritagebrand/
- Linkedin: https://www.linkedin.com/in/tamira-wells-44087a18/
- Other: Tik tok https://www.tiktok.com/@newheritage
