Years after Shamiah Johnson’s mother was diagnosed with early onset Alzheimer’s, she started the brand Our Memories in September 2023.
According to their website, the goal of the brand is to bring more awareness to dementia and to empower caregivers, while also providing those affected with a community to lean on.
Our Memories mostly sells merchandise, such as crewnecks, stickers and hoodies at different events around Milwaukee. For example, Johnson said the brand will be vending at Center Street Days and Brady Street Fest later this summer.
“I feel like the most important part about my brand is that it’s personal, that I want to bring more awareness,” Johnson said.
The personal motivation behind the brand can be seen through a lot of the merchandise sold. Johnson said the logo is in her mother’s handwriting, and she incorporates that throughout.
Johnson said she donates a portion of proceeds to research, support and resources for caregivers of those with forms of dementia.
Our Memories also works with organizations with similar goals, such as Melanin Minded, another Milwaukee based organization.
Johnson said they have recently sponsored a free massage with Legacy Caregivers. They have also sponsored a free ride with Melanin Minded for someone who has dementia to have transportation.
In addition to creating the merchandise, marketing and all that goes into being the founder of the business, Johnson is a full-time caregiver for her mother.
Johnson said the idea for Our Memories came to her as she was navigating her journey being her mother’s caregiver, trying to find resources and support.
“I wanted to kind of focus on that, bring attention to caregivers and what they do and try to get more resources and support, because I’m also looking for resources and support,” Johnson said.
Since starting her business and attending events, she has started to meet more caregivers and more people affected by forms of dementia.
Johnson said while vending she meets people who had a grandparent diagnosed with dementia as a child or had a family member recently diagnosed. She notices that a lot of her merch resonates with them. The stories she hears help her, as people tell her what to expect as things progress.
“I feel like, even with me being in the beginning of the journey, I’m learning, and then as I meet people that are even earlier in the journey than me, I’m passing that information on,” Johnson said. “So it’s kind of like a wheel of information.”
In the long term, Johnson said she wants to have more events for the community. She wants to do a dining event that will also have organizations tabling at the event providing resources and information.
This September will be Our Memories one year anniversary. Johnson hopes to host an event for those living with dementia and their loved ones to enjoy, but the plans are still in the works.
“My biggest thing is I want to educate the community and make it not such a tough conversation,” Johnson said. “I don’t know if we’re ashamed or embarrassed, but like, it happens, and there’s help out there, but we have to know to help.”
