Founder of Maison Mère, Marie Louise Diaw has built a space where fashion, wellness, and mental health meet. In this interview, she talks about resilience, motherhood, entrepreneurship, and her vision for women in Africa.
The Woman Behind Maison Mère
JBD Who is Marie Louise Diaw outside of Maison Mère? 3 words to describe yourself.
Marie Louise Diaw: I would say: resilient, generous, and ambitious.
I’m a woman who started with nothing, who learned a lot on her own, in the field, through life experiences. Today, everything I do, I do with heart and with the desire to help others believe in themselves.
JDB What does your morning routine as a business owner look like?
Marie Louise Diaw My days start very early. I like to take a moment for myself before everything starts: prayer, reflection, planning the day. Then I take care of my son, and quickly review Maison Mère’s activities.
I’m very present on the ground because I like being close to the women who come to us. Every day is different, but the goal remains the same: to create a place where women feel good, heard, and valued.
JDB Which woman inspires you the most today in Senegal or Africa?
Marie Louise Diaw I’m inspired by all African women who keep moving forward despite the difficulties. The women who build in silence, who raise their children, who start businesses without necessarily having had all the opportunities.
I see a lot of myself in those women because I’m also self-taught. I didn’t have a traditional path, but I learned to turn my struggles into strength.
Business: Maison Mère
JDB Why “Maison Mère” and not another name?
Because I wanted to create more than an institute or a boutique. I wanted to create a home. A place where women can come together, rebuild themselves, take care of themselves without judgment.
The word “mother” also represents protection, love, gentleness, and transmission. Maison Mère is a cocoon.
“I wanted to create a home. A place where women can come together, rebuild themselves, take care of themselves without judgment.”
— Marie Louise Diaw
JDB What’s the biggest lesson you’ve learned as an entrepreneur since launching the boutique?
Marie Louise Diaw I learned that entrepreneurship isn’t just about selling. It’s about learning to manage emotions, responsibilities, and sometimes sacrifices.
I understood that you have to believe in your vision even when people don’t yet see where you’re going. And above all, you have to stay human in business.
JDB What’s the Maison Mère style? Who do you create for?
Marie Louise Diaw The Maison Mère style is a woman who is confident, gentle, and strong at the same time. A woman who wants to take care of herself without losing her authenticity.
I create for all women: mothers, young girls, entrepreneurs, tired women, women who doubt themselves… All those who need to reconnect with their femininity and well-being.
Social & Impact
JDB You launched psychological support for women. What pushed you to do it?
Marie Louise Diaw Because a lot of women suffer in silence. We often see the smile, the beautiful photos, but behind that there are sometimes a lot of wounds, stress, loneliness.
I wanted Maison Mère to also be a space for listening and healing. Having a psychologist on site was essential for me.
JDB Fashion and mental health: why was it important to link the two at Maison Mère?
Marie Louise Diaw Because well-being doesn’t stop at appearance. A woman can be very well dressed and feel destroyed inside.
At Maison Mère, we work on the body, but also on the mind: yoga, dance, massages, talking, self-confidence… It’s all connected. When a woman feels good internally, it shows externally.
JDB If a woman leaves Maison Mère with only one thing, what do you want it to be?
Marie Louise Diaw Self-confidence. I want her to leave telling herself: “I deserve to be loved, respected, and happy.”
Even if she just comes to buy something or get a massage, I want her to feel peace and value.
Maison Mère in 2026
Maison Mère in 2026: what’s your dream for the women who walk through your doors?
My dream is for Maison Mère to become a true reference for women’s well-being in Africa.
I want to open more spaces dedicated to women, create support programs, help young girls believe in their dreams, and support women going through difficult times.
I want every woman who enters Maison Mère to leave stronger than before.
By Halima Njie
Photo credit: Maison Mère SN
Follow: @maison_mere_sn