‘I WAS CALLED NAMES AND ACCUSED OF PRACTISING JUJU’ – Hamamat Montia Opens Up on Shea Butter Museum Journey
Model and cultural curator says her return to village life was misunderstood but driven by purpose to preserve Ghanaian heritage
Celebrated Ghanaian model, cultural curator and Chief Executive Officer of the Shea Butter Museum, Hamamat Montia, has revealed that she faced ridicule, suspicion and harsh criticism when she began her journey into cultural preservation nearly two decades ago.
Speaking on Starr Chat with Bola Ray on Starr 103.5 FM on Thursday, February 5, 2026, Hamamat said her decision to return to village life and immerse herself in traditional practices was widely misunderstood at the time.
“My main focus is to preserve our tradition, and I tell you, 20 years ago when I started, people were calling me names,” she said. According to her, some people questioned why she was seen in rural communities, covered with herbs and dressed in traditional attire, with others describing her as “mad” or accusing her of practising “juju.”
The former Miss Malaika queen explained that, at the time, it was not considered respectable for an educated woman or a beauty queen to openly associate with village life and indigenous cultural practices.
“Back then, it wasn’t something people were proud of to show that they came from a village hut and I was doing it,” she said.
Hamamat noted that many struggled to reconcile her international exposure with her choice to return home and work closely with rural women and traditional knowledge systems.
“They would say, an educated girl, a beauty queen who travelled the world… how come she’s going to sit in the village?” she recalled.
Despite the backlash, she said she remained resolute, convinced that her path was guided by purpose rather than public approval.
“Sometimes your calling is to go back home,” she said, adding that success does not always mean leaving Africa for opportunities abroad.
She stressed that the continent holds immense, often overlooked value within its natural and cultural resources.
“There is value in that palm kernel oil. There is value even in our sand, our sun, our trees, our seeds, our rocks,” Hamamat stated.
Today, the Shea Butter Museum stands as a symbol of her long-term vision to preserve Ghanaian heritage, empower rural women and rebrand indigenous African knowledge as a source of pride, sustainability and economic opportunity.
Source:NKONKONSA.com
