Africa's Emerging Luxury Brands

(image via https://allevents.in)

We are living in an exciting era in Africa. Luxury brands are cropping up all over the continent and buyers with disposable income are ready to join the tribes created by the founders of these companies.

African brands are rising and creating an impact all over the world. It is definitely about time that the once coined "Dark Continent" gives international brands a run for their money. Everyone, after all, is opening up businesses in Africa; therefore it is only right that Africans do so too.

We have witnessed an increase in the marketing and brand communication efforts of large luxury conglomerates in Africa especially in South Africa where most brands such as Gucci, LVMH et al have opened up stores in all the prominent malls in the country.

Africa is definitely open for business.

Below is a list of my top four proudly African brands that I am excited about in the luxury market. These emerging brands might have been in the industry for a while now but they are still building their brands not only in their respective countries of origin, but the rest of the world too. I believe that these brands will continue to grow exponentially through consistency, innovation and quality offering.

1. Yswara

(image via yswara pinterest account)

Yswara is a luxury tea curator brand that collects and sells ethically sourced tea in Africa. Yswara also sells luxury tea time accessories that restore the sacred rituals of morning and afternoon tea. The company was founded by Swaddy Martin (see image above). Yswara sources tea leaves from Southern Africa, The Gambia, Malawi, Senegal, Rwanda and other African countries.

Yswara was nominated by The French Center for Luxury and Creation 2013, in the Best New Talent in the Industry (Innovation Category). Yswara teas have been gifted to high profile leaders such as Former US President Obama and First Lady Michelle Obama, Former RSA President Nelson Mandela and Graca Machel, British Actress Thandie Newton and many more.

(image via http://www.yswara.com/la-maison-yswara/meet-time/)

                                           

As a brand that understands that innovation can be cultivated through collaboration, Yswara collaborated with a young South African artist, Myles Day who designed the "AKRAFOKONMU" "Soul washer's disk" Teapot (see image above).

Yswara is available in luxury hotels and restaurants across Africa and has a flagship store in South Africa.

For more information on Yswara, visit : www.yswara.com

2. Africology

(image via google images)

Africology is a South African luxury skincare and spa brand founded by Renchia Droganis.  According to their website, “Africology offers a luxurious, natural, and eco-friendly skincare range, fragranced only with pure essential oils. Therapeutic in its approach, Africology only uses all natural ingredients that are bio-identical to our biology; effectively enhancing the integrity of your skin whilst simultaneously preventing premature ageing."

After experiencing an Africology spa treatment at Woodlands Spa, Muldersdrift, I immediately changed my facial skincare routine. I dumped my previous skincare brand and began using their products. Their products truly smell great and are gentle on the skin. They also make you feel good by just knowing that all ingredients are 100% natural. Skincare brands all over the world have jumped on to the natural ingredients bandwagon and have started incorporating the use of shea butter, coconut oil and other essential oils in their product offerings.

(image via google images)

Africology is an authentic brand that has created a sustainable and cruelty-free value chain that causes no harm to animals and the environment. It also supports fair trade and local communities across the continent.

Africology's spa and bathroom amenities collection sealed a contract with Sir Richard Branson for all of the Virgin Group’s African properties. Africology is available at high-end spas, hotels and top restaurant bathrooms in South Africa and the rest of the continent. The luxury skincare and spa brand is also available in spas and hotels across the world such as; The Bahamas, Turkey, United Kingdom and Mauritius.

For more information about Africology, visit: www.africologyspa.com

3. Sheria Ngowi

(image via http://www.jestina-george.com)

Sheria Ngowi is a Tanzanian based luxury menswear brand founded by Walter Thomas Ngowi. The brand deserves to be mentioned alongside Tom Ford and Hugo Boss. Walter Ngowi’s impeccable style and attention to detail has won the hearts of many presidents and politicians in Africa. Ngowi always includes an element of indigenous African print in his contemporary designs. The designer manages to represent the Sheria Ngowi brand so well that one cannot separate him from it. He lives and breathes his brand so much that one might call him Sheria Ngowi instead of Walter upon meeting him.

Ngowi’s work is clean cut and he manages to move from formal wear to everyday menswear effortlessly.

(image via google images)

                                       

The Sheria Ngowi brand has showcased in numerous fashion weeks all over the continent and Walter has received a lot of leadership recognition too. Sheria Ngowi has recently launched its own exclusive men's shoe collection.

The menswear design house has an exclusive flagship store in Tanzania and caters for everyone internationally.

The brand took it a step further by launching its own app. We love it when brands embrace technology. The app is available for android users.

For more information, visit: www.sheriangowi.com or follow the brand on Instagram @sheriangowi

4. Maxhosa by Laduma

(image via http://www.maxhosa.co.za)

Maxhosa by Laduma is a proudly South African brand inspired by the Xhosa culture. The brand is the brain child of textile and knitwear designer, Laduma Ngxokolo,

Ngxokolo has received critical acclaim all over South Africa, London, Paris, Amsterdam, Oslo, New York and Berlin. He also won the Vogue Italia Scouting for Africa Prize 2015.

The Maxhosa brand caters to both men and women and includes clothing, socks and rugs.  The designs are bold and each collection has a story to tell.

On the Maxhosa website, Laduma stated that he had established the brand with "a desire to explore knitwear design solutions that would be suitable for the amakrwala (Xhosa initiates) traditional dress. As a person who has undergone the ritual, he felt that he needed to develop a premium knitwear range that celebrates traditional Xhosa beadwork aesthetics, using South African mohair and wool."

(image via google images)

Laduma has built a luxury clothing brand that is an authentic representation of South African culture. The brand is consistent in its delivery and is very distinct. One can easily spot a Maxhosa attire from a distance.

Maxhosa's flagship store is in South Africa and has stockists in the USA, UK and Japan.

For more information about the brand and the man behind it, visit: www.maxhosa.co.za

It is great to see that the founders are still at the forefront of the brands and executing the visions that they have for them with their teams. Another thing that can be mentioned is how distinctive and authentic these brands are. When visiting their respective websites, featured articles and social media, their messaging and touch points are coherent and consistent. The above brands have been embraced locally and internationally. Everything about them represents the treasures of the continent that have been unearthed and polished.

I look forward to seeing more African Brands that pay homage to the African Renaissance and increase the equity of Brand Africa.