LSHR (Lady Sheba House of Regal) is a West African-inspired clothing brand designed to connect fashionable women of the African diaspora to their roots, while supporting artisans in Togo and Ghana. I created their social media presence throughout 2021 on Instagram and Facebook increasing their regular customers (1 purchase or more monthly) by 31%. Working with a retailier who was established was a great challenge as there was already an established, loyal customer base who wanted cultural context as much as they wanted deals. Weekend Wisdom was the best performing social media campaign running for 12 consecutive weeks and directly impacting the Facebook and Instagram following with a 44% and 59% increase respectively. Through Weekend Wisdom, proverbs from various west african countries were presented with a fashion on sale from that country to encourage conversation.