PITTSFORD, N.Y. — Opening up a new store in the middle of a pandemic is not easy. But one woman decided to take the plunge to share some of her culture with others, while also helping other local businesses and the nonprofit, Happy Birthday Cha Cha Cha.

Rubiena Duarte’s family is originally from South Africa. Before she was born, her father was involved in the anti-apartheid movement and he and Duarte’s mom fled to Canada in the '70s. Once it was safe to do so though, her family went back, and this time with Duarte along.

What You Need To Know

  • Rubiena Duarte's family is originally from South Africa, and she wanted to bring some of her culture to Pittsford

  • Our African Roots has products from African artisans and some local benefits

  • The store also benefits Happy Birthday Cha Cha Cha, a nonprofit that provides birthday gifts for kids in poverty

"So I ended up going back and living there for 14 years which is where I met my husband and my kids were born there as well,” she said.

Fast forward and now she and her family have taken root in Pittsford. However, she wanted her culture to have a home here too, which is why she opened Our African Roots.

"They don't know what happens in the villages there,” said Duarte. “The beautiful things that people make and we thought, what not a better place to do it in Pittsford where we know there is a lack of diversity. We are the only business in the village that are actually owned by people of color."

The store has handmade tribal masks from Kenya, baskets from Ghana, dolls and so much more from all over Africa. Her store opened officially Saturday, and she said opening in the middle of a pandemic was actually just the timing that worked out for her.

"For me, it was almost like why not...it just seemed like everything was clicking together,” said Duarte.

Selling products from African artisans has really helped them too in the midst of the pandemic.

"Really small in some of these village areas are tourist areas where a lot of these products would be sold, that's not happening anymore,” said Duarte. “Tourism has gone down, people are not buying a lot of these things and some of those markets have been closed."

Our African Roots has a section of products from Rochester area small businesses as well and also helps benefit the local nonprofit Happy Birthday Cha Cha Cha — an organization that gives birthday gifts and essential items to over 1000 kids in kindergarten through 2nd grade at schools with the highest poverty levels in Rochester, Rome, and Buffalo city schools. Carrie Green is the founder.

"When I got her message I was almost in tears because this started for me as kind of a pet project. It has grown into so much more, and to be recognized and to have my pictures up in her store it's just so meaningful,” said Green.

People can donate money to Happy Birthday Cha Cha Cha at the cash register. Some of Green's own products will be sold at the store and a hundred percent of the proceeds will go to the nonprofit.

Duarte said she just wanted to give back and support the community her family and store are a part of and hopes people learn something when they walk into her store.

"When people think about Africa I think a lot of times you think about safaris...and animals...and very impoverished areas,” said Duarte. “But also realize that they’re amazing, creative people in some of the most rural areas of Africa that can develop and create beautiful products.