Exploring Life & Business with Asiya Williams of Zuriful Beads

Hi Asiya, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I was introduced to waistbeads over 10 years ago, while I was living in California. I instantly fell in love with the concept, and how they made me feel. I purchased a lot of strands over a period of time, and one day I decided to make my own. After that, I started taking them to Chicago, and I would tie them around my family there. I always played around with the thought of selling them but never acted on it until the pandemic hit.

Once the pandemic hit I started thinking of a name for my business. I didn’t want just anything, I wanted something with meaning. My daughter name is Zuri and it means beautiful. Since it’s my goal to make each person feel beautiful, and paying homage to her Zuriful Beads was birthed!

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?

It has been really smooth, and for that I’m grateful. When I first started making them just for myself, I would go to Michaels, and JoAnns to purchase beads. Once I made up my mind, I was going to turn it into a business, I started searching for higher quality beads. When I found them, I immediately started doing pop-up shops and found it to be very successful.

Zuriful Beads helps uplift and empower women while promoting self-love. We specialize in making waistbeads. Waistbeads are our birth rights passed down from our Ancestors. We believe every woman should own a pair! You can come into the shop and get the ultimate tying experience, or you can find us at events doing personal fittings on site.

 We are known for having high-quality handmade products. My heart and energy sets me apart from other brands. When I create, I create with love. I create with intention. I create with gratitude, and it shows in each strand.

I have big plans for the future! Like I stated before we uplift and empower women. We will still do that, but not only by way of waistbeads. The bigger picture is to have a sanctuary that offers waistbeads, yoga, reiki, meditation, sound bath, breathwork, and yoni steams. I want to create a safe space for people to come and heal, so they can be the best version of themselves. Waistbeads are a lifestyle, and we are excited to help others start their journey!