In conversation with Sarah and Agyeiwaa Pepera

“We aim to host culturally enriching trips and authentic experiences in Ghana.”

- Sarah and Agyeiwaa Pepera 

(L-R): Sarah and Agyeiwaa Pepera, Image: MTotoe/FLO London

Sarah and Agyeiwaa are the founders of DNAfrica. Sarah previously worked as the Marketing Manager for Jaguar Land Rover Ghana and has a Masters in Luxury Management specialising in Hospitality and Events from the International University of Monaco. After completing her post-graduate degree, Sarah went on to work as the Commercial Sales & Customer Service representative for Alexander Rose in the UK (a luxury outdoor furniture manufacturer that also distributes in Ghana). In December 2019, she moved back to Ghana to launch DNAfrica with her cousin, Agyeiwaa Pepera, who is now her business partner.

 Agyeiwaa is a self confessed “people person” and her career thus far has involved a great deal of client services, hospitality and public relations. Her passion for travel has lead her all over the world, from Japan to Central America, and she shaped a career with hospitality experience in the UK, Spain, Costa Rica and Panama. Now based in Ghana her goal is to use her experiences to bring locals and diasporas together to share the natural and cultural riches that Ghana has to offer, with the rest of the world.

Hi Sarah and Agyeiwaa! Can you tell us about DNAfrica — how it began, what it’s achieved?

Sarah: After hosting countless informal groups of friends - we realised that we were uniquely positioned to share an insider’s view of Ghana, so our business was born. I started DNAfrica with my cousin Agyeiwaa and we aim to host culturally enriching trips and authentic experiences in Ghana.

Agyeiwaa: We are both based in Accra full-time having worked in luxury events and hospitality in the UK, Monaco, Spain, and South America and beyond.

Why did you start DNAfrica? 

Sarah: We have always wanted to move back to Ghana, it’s our homeland. To be based here and to make a difference within our community; whilst doing something that we love, in the country that we love.

What are some of the major challenges you encountered when you were starting DNAfrica and how did you overcome them?    

Agyeiwaa: DNAfrica is still in its infancy, we launched the business this year, and coronavirus has been the root of all our problems. 

Culinary Kings and Queens, Ellen’s Oasis, Oyibi, Image: @dnafrican

What impact has this had on your business and how have you been able to adapt your business to survive?

Sarah: Due to the pandemic, we have been unable to host medium-large groups of tourists and we doubt that we will be able to do so until mid-2021. Our events have been restricted to limited numbers. To counter this issue, we decided to focus on the local tourists by offering them unique experiences within Ghana. This is something that we were always going to do however COVID expedited that. 

Agyeiwaa: The types of experiences we currently offer are batik. Guests can try their hand at the art of batik printing and take your creations straight to the tailor to make clothes out of them afterwards.

Culinary Kings and Queens, which is an opportunity for a small group of people to learn about traditional Ghanaian food and cooking, drinks, play games and relax in a serene oasis overlooking the Aburi Hills.

The Deck which consists of a day at the beach at your own private spot with catering, entertainment and functioning facilities.

Sarah: We have also curated a unique event - Arts Nkwa - which is an eclectic live art experience that infuses life drawing with poetry, spoken word, music, scents, food and drinks. It’s a stimulating experience for all the senses. 

Arts Nkwa, The Woods, Accra , Image: MTotoe/FLO London

So, in your opinion what are the biggest challenges that currently exist in the tourism sector, in Ghana?

Agyeiwaa: At the moment COVID still presents the biggest threat to the industry. Almost everything has been put on hold. There are travel restrictions and fears. It is now more expensive and time-consuming to travel and that has deterred a lot of visitors. 

For safety reasons, there have been restrictions on how many people can gather for an event. Therefore we have had to limit the number of guests we can host. 

Sarah: It has also made us within the industry uncertain of when and whether to launch an event or a program due to issues concerning safety and low attendance. 

What do you think can be done to improve the current sector?

Agyeiwaa: So far, the Ghanaian government has handled the pandemic relatively well in comparison to some other countries. I’m not sure what they can do to make coronavirus go away but so far they have done a good job at the borders and they have still allowed us to continue with events using limited numbers.      

What do you think can be done to support entrepreneurs and those starting social enterprise in Ghana?

Agyeiwaa: In terms of finance, I think setting up grants to fund some of the brilliant ideas that people have would be useful. 

Sarah: I also believe that programmes such as The Year of Return have been fantastic in terms of marketing support. This has really brought attention to Ghana and has given those in the tourism and hospitality industry a platform to dispense their ideas. 

The Deck, Lagma, Image: @deck_gh

What impact does your business have on the local community?

Sarah: We need to shed a light on our small and local businesses. With everything that we do, we always involve the local community and talent.

Working with local people and Ghanaian owned businesses is a priority. 

At our beach place - The Deck - we employ staff from the village to help maintain the property and its surrounding areas. We also give hospitality training to the steward on how to cater to the guests. And when the guests arrive, we make sure that their seafood is bought from the local fishermen to bring more direct income to the families in the village where the property is. The fisherwoman that our guests buy from is married to the steward who helps manage the property. 

Agyeiwaa: We have also recently launched a “buy black Christmas guide” to encourage people to support Ghanaian-owned businesses. There are a lot of companies masquerading and profiting off of being branded as a Ghanaian when actually they are owned by foreigners. So we created a guide to help people buy from authentically Ghanaian-owned, small businesses and to put a spotlight on them. 

Sarah: For us as a business, it’s all about supporting and showing love for each other. We believe that this is how we advance as a community, as a people and as a country. 

What’s the best advice you have ever received?

Sarah: Find a way to make money off what you love doing and it won’t feel like work. 

What do you love about Ghana?

Agyeiwaa: The people, the weather, the music and the food. It also has a fun and sociable yet laid back vibe to it.

Sarah: Our people are all about enjoying life and “happying yourself”. I also feel liberated and safe in my home country. We are proud and privileged to be Ghanaian.

What is next for DNAfrica?

Agyeiwaa: Next year, we will be focusing on the primary base of our business, which is travel and tours. We look forward to welcoming guests from all around the world and showing them the best of what Ghana has to offer.      

Sarah: We have also got some new and exciting experiences to look forward to next year. The Taxi Treasure Hunt being one of them. It’s going to be a new and fun way of exploring Accra. Think the amazing race meets an apprentice-style treasure hunt. It’s all about exploring Accra, making memories, having a laugh, meeting and bonding with the good people of Ghana and collecting jewels of the city. We are really excited to get going with this!

Agyeiwaa: We also have a live Zoom conference coming up in January where we will be discussing what it’s like to move back to Ghana with a team of highly esteemed panellists. 

Sarah: Stayed tuned to DNAfrica!

You can find out more about DNAfrica on on their website and Instagram. Click here for more interviews from our Ghana Culture Series.