Jamaican sprint icon Shelly-Ann Fraser-Pryce captivated a packed audience at Shopify in SoHo, Manhattan, on Saturday as she continued her promotional tour for AFIMI, her premium haircare line. The event drew an impressive turnout, primarily of women, who were eager to hear Fraser-Pryce share her journey from the streets of Waterhouse, Kingston, to the global stage—not just in athletics, but now in the beauty industry.
In an intimate and engaging conversation, the five-time world champion reflected on her humble beginnings, describing how she washed her hair using an outdoor pipe and grew up exposed to the power of natural Jamaican ingredients. She emphasized that her deep-rooted connection to her culture and heritage has shaped AFIMI, a brand that celebrates natural beauty and is specifically designed for Black women.
(Keith Garvey Facebook)
Beyond discussing her personal story, Fraser-Pryce shared insights into the challenges of entering and sustaining a business in the beauty industry as a Black woman. Her authenticity resonated with the audience, reinforcing her commitment to not only delivering high-quality products but also inspiring confidence, culture, and individuality among her consumers.
The event was professionally organized and well-received, with AFIMI products on full display and in high demand. Many attendees eagerly purchased items from the line, embracing the brand’s vision of haircare rooted in natural ingredients and cultural pride.
Among the notable guests was Jamaican-born engineer and businessman Keith Garvey, who described the evening as “classy” and shared, “I got some stuff for my wife as well.”
Also in attendance was Jamaican-born Orthopedic surgeon Dr. Ainsworth Allen, Associate Surgeon in Chief at Hospital for Special Surgery (HSS) who commended Fraser-Pryce’s entrepreneurial spirit, stating, “She has a vision.”
(Tim Ralph Instagram)
Adding to the star-studded guest list was Tim Ralph, the brother of award-winning Jamaican-American actress and entertainer Sheryl-Lee Ralph. He later congratulated Fraser-Pryce on Instagram, saying:
“From dominating the track to making bold moves in the beauty industry, Shelly-Ann continues to inspire with her passion, resilience, and commitment to excellence. AFIMI isn’t just a brand—it’s a celebration of culture, confidence, and individuality. Wishing you all the success as you embark on this new journey. The world knows your speed, and now they can share your style.”
Fraser-Pryce poses for a photo with Tim Ralph
The AFIMI promotional tour has been gaining momentum, with Fraser-Pryce also engaging fans at VP Records in New York on Thursday. With her legendary work ethic and dedication to empowering women, she continues to make strides—this time, not on the track, but in the world of beauty and business.