Today we’d like to introduce you to Leeand Diggs.
Hi Leeand, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Diggin Her Roots Boutique was birthed from the desire to connect to the land my parents called home, Liberia West Africa. My parents came to the United States as refugees escaping a brutal civil war in Liberia. They left their home, belongings and separated from their families, not knowing it would be decades before they ever returned “home”. We started life completely over in the USA. When Diggin Her Roots started, we were selling ankara fabric and dashikis at a time when Black America was longing to connect to their roots and establish a sense of belonging. Diggin Her Roots is a fierce, female-founded powerhouse company where bold fashion statements are made. We currently specialize in clothing, accessories and sorority paraphernalia. Our items are ethnically sourced and mostly handmade by our overseas artisans. We are intentional about sowing back into the lives of artisans and paying them a fair wage for their services and giving back to communities. We celebrate our customers and our growing brand daily.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The short answer is “no.” We have overcome a lot of challenges while growing this 6-figure brand, but it has only strengthened our desire to keep going. The most challenging situation we have encountered so far has been the covid-19 pandemic. We mostly made the majority of our money doing pop-up shows in the DMV area and when covid -19 hit, the world shut down. We were quickly forced to update our website and push our products online. Little did we know the e-commerce space would change the trajectory of our business. We now have a full-time operation and haven’t looked back. Our customers have wrapped their arms and their “wallets” around us, our social media following has grown- as well as our customer base.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Diggin Her Roots Boutique was birthed from the desire to connect to the land my parents called home, Liberia West Africa. MI started selling ankara fabric and dashikis at a time when Black America was longing to connect to their roots and establish a sense of belonging. Diggin Her Roots is a fierce, female- founded powerhouse company where bold fashion statements are made. We currently specialize in clothing, accessories and sorority paraphernalia. Our items are ethnically sourced and mostly handmade by our overseas artisans. We celebrate our customers and our growing brand daily.
We are most proud of our commitment to sow back into the lives of our artisans and pay them a fair wage for their services so that we are giving back to their communities. We work hard to create unique pieces that turn heads and start conversations. We are relentless in our pursuit of new customers and establishing loyalty amongst returning customers. As black, female-founded brand, we have helped several other business owners get started and pursue their passion. There is room in this industry for all to thrive.
What sort of changes are you expecting over the next 5-10 years?
Diggin Her Roots is on the way to becoming a household name. We plan to expand our product offerings, increase our social media presence and continue to build our team in order to provide the highest level of service to our customers. We are growing to become a 7-figure business! We won’t stop until we do!
Contact Info:
- Email: [email protected]
- Website: www.digginherroots.com
- Instagram: diggin_her_roots
- Facebook: https://www.facebook.com/digginherroots/
