Two University of Richmond sophomores, Tsion Maru and Debora Lemma, are changing the campus media landscape with Konjo, a first-of-its-kind brand dedicated to celebrating Black womanhood.
Derived from the Amharic word for "beauty," Konjo is more than a magazine—it’s a movement that redefines representation in the beauty industry and challenges stereotypes.
Maru and Lemma’s personal stories are intrinsic to the values of Konjo. Both students come from Ethiopian backgrounds where the word ‘konjo’ embodies a broader sense of beauty, reflecting their heritage while emphasizing the individuality of Black women.
The idea was formed during their participation in UR's Endeavor RSB program. They identified a gap both in artistic expression within the business school and in authentic representation in the media.
"The business school isn’t traditionally the most diverse or artistic space," Maru notes, "but we wanted to combine those worlds and celebrate who we are in the process."
Initially a sketch of 30 Google Doc pages, Konjo has since blossomed into a magazine and brand. While the magazine and social media have served as a launchpad for the brand, the creators envision expanding into more platforms in the future.
“We want it to be known that it’s not a magazine, that’s just the way that we started our brand. [...] This is a nice launch, just trying to get our brand and our name out there.” Lemma said.
This approach reflects their desire to reach beyond campus and expand into new spaces. "We’ve started outreach to other schools, including VCU and the University of Maryland, and even back in our home states," Maru said. "Our dreams for Konjo are big."
The brand centers around beauty, hair and fashion, and the magazines include conversations with Konjo’s models.
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"We wanted to tell the stories of young black women as we see them—complex, unique, and not a monolith," Maru said.
Models Chelsea Waruzi and Kiyah Harris, both sophomores at UR, reflect on how their involvement brought them closer to other students and allowed them to see themselves in a new light.
"They didn’t just pick models, they chose people who represented the diversity of Black womanhood in all its forms," Harris said.
Their first photoshoot day didn’t just end there; the team celebrated with food and social time, which, as one participant noted, “made us closer and created relationships between all of us.” Konjo’s commitment to fostering genuine connection is more than a method—it’s the heart of this brand.
The publication includes Black women of varying shades, hair styles, textures, and body types.
"Representation matters," Maru said, "and we’re here to show that every Black woman’s story is worth telling."
For Maru and Lemma, the process is deeply personal.
"When we choose our models, we see reflections of ourselves," Maru said. "We want to challenge the idea that Black women are a monolith. Every shade, every hairstyle, every personal story deserves to be seen and celebrated."
Waruzi and Harris said that participating in the magazine’s photoshoots strengthened bonds among students. Waruzi said that there was a focus on fostering connections among the models. Meanwhile, Harris appreciated the freedom to express herself.
"They gave us creative liberty while ensuring every model's individuality shone through," Harris said.
Launching a brand as students has been rewarding, but not without its share of challenges, Lemma and Maru said. The pair learned how to use Adobe software, developed their photography skills, and embraced the complexities of managing a growing brand.
"We wanted it to be more than a passion project," Lemma said. "We treat it as a business, considering growth strategies and audience outreach."
Konjo’s impact has already extended beyond the university. Faculty, including UR President Kevin Hallock, have connected them with collaborators and resources, while events like the Black Hair Expo in collaboration with the Black Student Alliance have further elevated their presence.
Looking ahead, Maru and Lemma envision Konjo as a hub for creativity, collaboration, and storytelling. "We’re open to working with small creators, businesses, and anyone who shares our passion," Lemma said.
Their message to readers is clear: "Follow us, reach out, and share your stories," Maru said.
Konjo is about representation, freedom, and inspiration – beauty is multifaceted, and we all have a place in it.
Contact writer Farah Šertović at farah.sertovic@richmond.edu.
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