About Us
Finding Inspiration in Every Turn
BGGD (BrumGyalieGyalDem) is a growing brand house rooted in self-care, culture, and intention. Built from lived experience, the brand exists to support women through thoughtful products and meaningful rituals that prioritise wellbeing over surface-level beauty.
Founded in Birmingham and shaped by Caribbean heritage, BGGD blends cultural grounding with a modern, considered approach to self-care. What began as a personal journey has evolved into a long-term vision — one centred on integrity, community, and sustainable growth.
We move slowly and deliberately, creating with purpose rather than pressure. Every element of BGGD is shaped by care, respect, and the belief that self-care should feel grounding, not performative.
Our MISSION
To create intentional self-care experiences that support confidence, wellbeing, and cultural connection — without excess, trends, or compromise.
Our VISION
To build a brand house where self-care, culture, and community coexist. We envision a future where wellbeing is inclusive, rooted, and approached with depth, patience, and respect.
Our Story
BGGD was shaped by a personal journey of self-discovery, growth, and intention. From a young age, the founder became deeply interested in self-care — not as a trend, but as a way to feel grounded, confident, and aligned.
Over time, this interest evolved into a deeper understanding of wellbeing, boundaries, and personal identity. What began as individual exploration gradually formed into a broader vision: to create something thoughtful, culturally rooted, and meaningful for others.
At 17, the name BrumGyalieGyalDem emerged — a reflection of Birmingham roots, Caribbean heritage, and collective womanhood. From the beginning, the intention was clear: this would be more than a beauty brand.
BGGD has grown through experimentation, learning, and persistence. Supported by family and later recognised through The King’s Trust, the brand continues to develop with care, patience, and long-term focus.
Today, BGGD is being built as a brand house — one centred on self-care, culture, and community — with a commitment to evolving intentionally rather than rushing to scale.
Why BrumGyalieGyalDem
Brum reflects Birmingham — the city that shaped the brand’s perspective and resilience.
Gyalie draws from Caribbean language and energy, representing womanhood and expression.
GyalDem speaks to collective identity — a reminder that this brand is built with community in mind.
Together, the name represents place, culture, and womanhood — unapologetically.
What Sets Us Apart
-
A focus on wellbeing, not just beauty
-
Cultural grounding without stereotypes
-
Slow, intentional brand building
-
Products created to support real life, not perfection
-
A long-term vision rooted in integrity and growth
Our Voice
BGGD speaks with clarity, warmth, and honesty. We value intention over noise, depth over trends, and community over comparison.
GyalDem. Not Just Seen — We Make the Scene™.
