Ubumba’s Unique Unifiers

Even though 2020 will be written off as a year we would, sooner rather than later, forget, the pandemic has sparked creativity and allowed for action for aspiring entrepreneurs caught in the waves of lockdowns across the globe. Among these go-getters is Maryam Paruk who started designing polymer clay adornments last year. “I started Ubumba for a couple of reasons. The idea came to me last summer when we were between lockdowns and it was like a switch was flicked. I was craving a creative outlet that I could immerse myself in once I realised restrictions would be on the cards for a long while. It was an opportunity for me to learn something new. I had never worked with polymer clay before but once I started, I was hooked!” 

Ubumbana: The Zulu Word For Unity

Being born in Ireland, and having grown up in South Africa until the age of nine, Maryam spent the majority of her childhood exposed to an environment where segregation of people was the norm following Apartheid. “I’m half South African-Indian and I have always been incredibly proud of both sides of my heritage, despite the fact that I have seen institutionalized racism and implicit bias first hand. People were ranked in society according to their skin colour; white, brown, coloured, black. Being mixed race certainly challenged this, both in South Africa and later in Ireland. Racism in Ireland has adopted a much more subtle approach, it may not always be as overt in its nature but it is still very much alive. When I was younger, I struggled with the lack of diversity around me. Ireland has gradually started to evolve into a multicultural place; but I believe there is a lot more work to be done here, as there is globally. There is so much to be gleaned from other cultures and people of all backgrounds. Being Irish isn’t about what skin colour you have, it’s about being united in the culture. This is the soul of Ubumba, it rests on this aspiration.”

Growing up, Maryam has had to juggle other people’s perceptions of multiculturalism, whilst trying to figure out her own understanding of her identity. “Down the years, I have often been guilty of laughing off ‘racial banter’ in various situations, which directly affected both myself and others on many occasions. Sometimes it was easier to appease other people's discomfort around differences than challenge it. However, over the years I have learned to develop my multicultural competence, I have become more confident in asserting that Irishness can come in many forms.” As the pandemic tightened its grip on the world, there was also a resurgence of the Black Lives Matter movement globally, forcing everyone to reckon with their idea of racism. Feeling that racism in Ireland had been overlooked for so long, Maryam remembers;” I had a very visceral reaction to the conversations that transpired from people of colour about their experiences and trying to ‘prove’ their Irishness. That resonated with me being someone who is mixed race and it made me take the plunge to use my voice to speak up for what I believe in: that people from all walks of life should be celebrated for fusing with and shaping our culture.”

Maryam started Ubumba to emphasise her values, where creating unique pieces celebrates diversity. “My business would be meaningless to me without my values. There is an African saying; ‘ubuntu’, meaning ‘I am because we are’. In other words, it is the universal bond of sharing that connects us to one other. It’s very empowering.” Maryam based her business on her South African heritage, emphasising her core of “ubumbana”, which is derived from the Zulu word for unity. “I believe that we should recognise cultural diversity within all walks of life and accept people for their differences. This in turn can generate a space for a more forward thinking world, where new ideas and perspectives can shape the tomorrow we hope to live in. I would hope this is the message Ubumba communicates; it is our differences that make us unique.” 

Multiple Missions 

Along with a growing number of businesses, Maryam is aiming to achieve multiple missions through her venture to influence social justice and equality issues. Profitability, then, is not the driving force behind her business, meaning that a sole focus on consumerism is against the grain of what Ubumba is all about. Using social media as a key platform to raise awareness about racism and the cruciality of diversity, Maryam explains; “There is a local instagram page, ‘Bray for Racial Justice’, which is about promoting equality in my local hometown. It inspires me to use my digital platform in the same vein as I think momentum around the topic of anti-racism needs to be sustained to accelerate change. I have always been very socially conscious, so it’s important for me to contribute to change for the better if I have the means to do so.” 

Using multiple missions as a business strategy has been valuable for Maryam, as Ubumba was founded to celebrate diversity. Following her mission to promote social justice, she recently donated 15% of profits made on #greenfriday through the Champion Green campaign to drive local spending to two charities that work to provide essential services to people who are homeless; Dublin Simon Community and BARSS (Bray Area Rough Sleepers Support). “I believe that a social mission is a valuable business strategy if, and only if, it is an authentic social mission that resonates with you. In some cases, ‘buzz words’ can be bandied around just because something may be ‘trending’. An example is when big brands in the fast fashion industry make claims that they are using sustainable and ethical practices, when in fact this may not be the case.” 

Looking Forward

Starting Ubumba, Maryam has been pushed outside of her comfort zone in various ways. Being a full-time healthcare professional, and not having a background in business, means that most of Maryam’s spare time is spent learning about how to run a business of her own. She explains; “From experimenting with ideas, to the creative process itself, each step of the way is such an important part of building a brand that has a little stamp of me in all aspects of it. I offer personalised gift notes with orders. One of my favourite things is writing these messages and seeing the thoughtfulness out there for one another. It makes me happy to think people are staying connected through my little business. 

Ubumba is an artistic outlet for Maryam, where she connects her customers through unique designs, and an ethos of the beauty of diversity. Looking forward, Maryam has a clear vision for her business; “When people think of Ubumba, I want them to automatically link diversity as beautiful. Building this ethos remains at the core. Furthermore, as humans, we crave connection. While the pandemic has kept everyone apart, it’s been so lovely to see a community of ‘ubumbies’ forming who are really engaging with Ubumba. As I currently operate my business online through Etsy, that is an avenue I would like to develop. I would love for Ubumba to become a household name in the future.”