Eldonna Lewis Fernandez is a retired United States Air Force veteran with a distinguished 23-year career as a contract specialist, followed by over two decades in the defence industry as a contracts administrator and negotiator. Throughout her career, she negotiated hundreds of millions of dollars in domestic and international contracts. She is also the author of two books, Think Like a Negotiator and GoPINK Rules of Engagement, and holds the title of Accredited Speaker from Toastmasters International.
Even with these accomplishments, Eldonna felt called to create impact beyond boardrooms and stages. She wanted to use her skills and experience to drive meaningful change in the lives of those with limited opportunities. In 2018, she founded Baskets and Beads, a micro-enterprise incubator designed to help women in Kenya overcome poverty through entrepreneurship and the creation of fair trade products sold in the United States.
In February 2018, Eldonna travelled to Kitale, Kenya, on a mission trip with the organisation Reaching Beyond Ourselves. Her aim was simple: to be of service to those suffering or displaced. She raised the necessary funds and joined a team that distributed food, blankets, and clothing to schools, churches, clinics, prisons, and slums.
One of the final stops on the trip was the Kipsongo slum, where families live in mud huts topped with tin roofs. The homes have no running water, kitchens, or proper sanitation. Eldonna and the team shared essential supplies and offered words of hope. As they were preparing to leave, she noticed some local women selling handmade items. Unfortunately, none of the visitors had money left to make a purchase.
One woman approached Eldonna and gave her a necklace made from rolled magazine paper beads—a humble but meaningful gesture. The woman was hoping to find a sponsor for her son’s education. Eldonna later learned that a previous mission trip had helped provide a small loan to enable local women to make and sell beaded jewellery in the market.
That night, Eldonna awoke with a clear vision: she would support these women by incorporating their handmade beads into her speaking engagements. Instead of offering just her book, Think Like a Negotiator, she would include a bead with each copy. That idea became the seed of what would grow into Baskets and Beads.
The initiative began with five women and half a suitcase of beaded jewellery. Orders began to grow—first one suitcase, then seven, then eleven. Today, Baskets and Beads receives regular shipments from Kenya and supports around 30 women entrepreneurs. Their handcrafted products are now sold online, in retail outlets in Southern California, and through boutique shops across the United States.
The programme does more than generate income. It provides the women involved with entrepreneurial skills, instils strong work ethics, and encourages goal setting. These women are now recognised in their communities as business leaders. The sense of purpose and teamwork has led to increased self-esteem and a shift away from the mindset of poverty, with many now dreaming of a stable and sustainable future.
Baskets and Beads is a verified member of the Fair Trade Federation. This status reflects the organisation’s commitment to ethical business practices, transparency, and environmental responsibility. Every product is a testament to dignity, equity, and mutual respect in the global market.
The core mission of Baskets and Beads is to empower women in Kenya by helping them escape poverty and build a better life. Through this initiative, mothers are able to send their children to school and invest in their futures. By offering beautifully handcrafted, fair trade products in a world often dominated by mass production, Baskets and Beads stands as a symbol of hope, strength and transformation.
What began as a mission trip has evolved into a sustainable movement—one that connects lives across continents, lifting women from mud huts to meaningful enterprise, and turning stories of hardship into stories of hope.
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