The simple act of strolling into Baol International Ethnic Gifts, one of Columbia City's latest main-drag additions, is an invitation to appreciate and posses a small slice of the rich cultures flourishing in Africa. The narrow shop's tall ceilings sit atop walls covered with earth-toned tribal masks, brightly patterned textiles, and hand-tailored clothing cut in fashions refreshingly unfamiliar in the western United States. The shelves are filled with African music, movies, jewelry, sculpture and even exotically spiced coffee.
True, the typical mass-market import chain-stores display a variety of mildly similar African-styled textiles and knick-knacks, but their goods have no depth, no story. For Baol owner Mamadou Diakhate, the rich origins behind his shop's offerings enthusiastically come with their purchase.
"We have a little bit of everything from Africa," said Diakhate, who, along with his wife and business partner, Nabou, named the Rainier Avenue South shop after their hometown in Senegal. "We try to specialize in clothing, Senegalese clothing. It's typical African ... you know it's different."
Diakhate emigrated from Baol in his late 20s and quickly found himself sending new roots into the ethnically diverse soil of the Pacific Northwest, where he has lived for the last 12 years. Father of two young boys, Diakhate and his wife noticed a distinct lack of African-centered businesses shortly after they settled near the core of the Columbia City historic district. Rather than bemoan the absence of their culture in the Seattle area, the Diakhates moved to share their experiences in the market place.
Three years ago the entrepreneurial young couple opened a booth at the Fremont Farmer's Market to a receptive public. Buoyed by their small-scale success, the Diakhates took their self-imported goods to other regional farmer's markets and began laying plans for a more permanent storefront.
"We started bringing stuff, little by little, and we just let it go from there," said Mamadou.
An oasis of home
While the Diakhates do arrange for air-freight shipments of goods from established African suppliers they've come to trust, their favorite method of restocking the store involves a more direct and intimate approach. When Mamadou and Nabou travel to Senegal to visit their family in Baol, they return laden with a plethora of handmade goods.
"We try to work with the family first, and then if we see another family who specializes in another product, we talk to them and try to work with them," noted Mamadou.
This tight-knit support of family-based cottage industries is a crucial component of Baol, and this business behavior is an honest expression of the Diakhates' cultural background.
"People (in Senegal) are very friendly, and there's a lot of hospitality there too," observed Mamadou. "Everybody is looking out for each other."
One particularly intriguing reflection of such hospitality is featured in Baol: Café Touba. This Senegalese coffee is flavored with a mild, earthy spice called Jar. According to Mamadou, when a visitor drops by for a chat in his home country, one of the first things they are offered is a hot mug of Jar flavored java.
"Nobody carries it (in Seattle)," assured Mamadou. "We're the first one. I'm just going to start little and see how it's going to grow, but people who've bought it here, they really appreciate it. They like it!"
When asked why he and his wife chose to open up Baol this past December in downtown Columbia City, Mamadou cited the area's diversity along with its lack of a true African goods store.
"Here, it's very diverse," noted Mamadou. "I have everybody coming in here! It's nice for me to see all these people because when they come, they bring something. Not just the business. They also bring hospitality, welcoming. Everybody feels very comfortable and it's very nice. I really enjoy it right now."
Such enthusiasm seems to come naturally to Mamadou, who also works for Ballard's Swedish Hospital Nutrition Services on a nearly full-time basis, a gig he's had for the past five years.
"It's not easy," asserted Mamadou. "You have to work very hard. If you love something and enjoy it, you have to put everything into it, [and] everything is all about people."
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