The Toffie Shop is founded by Lisa, a young marketing professional from Ghana. She runs Toffie as a passion project in her spare time to celebrate womanhood and connect with her African heritage. The name "Toffie" is symbolic of love and care, inspired by Lisa's childhood memories of asking her mom for toffee. The waist beads are a dedication to the journey from girlhood to womanhood and a celebration of women. Lisa's mission is to help demystify African waist beads and keep the tradition alive while supporting others.