The British-Ghanaian Interior designer knows how important it is to decorate a home. She fuses her eye for design and love for the environment to create statement pieces influenced by African culture.
Vanessa Agyemang is the founder and creative director of Greenwich-based interior design studio, Copper Dust, an interior design studio with a British-African twist. The Interior designer launched her business six years ago, combining her love for design, the environment and African culture.
“I was working in design and build, designing offices and layouts because I studied interior architecture and design,” she says, “And then I no longer enjoyed that… but at the time, I graduated around the recession, so there weren't really many jobs going on. I knew I wanted to do something African-inspired based on my culture and my heritage. I just made this decision to quit my job to make lampshades, if I'm honest.”
Agyemang wanted to offer the world consciously-made products that add a touch of elegance to the home. “I felt like there weren't any high-quality African-inspired gifts,” she adds.
It's great to have a concept and idea but if no one is asking for it, there’s no point
Social media, research and consistency were some of the steps Agyemang took to sell her vision to homes owners. “I used to do a lot of events; I capitalised on Instagram where possible,” she says. “And I think it's mainly the drive of networking, consistency and constantly talking about the brand. I always tell people, ‘Research until you feel like you can't research anymore.’” Agyemang adopted a business mindset, after realising that inspiration wouldn’t be enough to create a brand. “It's great to have a concept and idea, but if no one is asking for it, there’s no point.”
The businesswoman reflects on the time she realised that Copper Dust was a solid brand. “I guess I was lucky enough. I mean, I say lucky. I worked for it,” she says. The work she has put into her brand shows. From her Fanti City Blue Lampshade to the Ashanti Blue Print Lampshade, it’s evident that she worked hard to produce modern products.
Agyemang’s meticulous designs which have been featured in magazines such as Elle Decor and House & Garden have caught the eyes of many, including the Egyptian government. She soon realised that running a full-time business was a possibility. “I think the point in time when I realised this is something I can do is when I quit my job in 2019,” she says.
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The interior designer wants the African culture to be the centre of her brand, and she has sought ways to make her company scalable and long-lasting: “And the next step was, how can I still maintain the brand's mission?”
For me, it was really important that how I experienced Africa is how everybody else should experience Africa
Agyemang remembers her trips to Ghana as a child, the vibrancy and beauty. However, in Britain, Ghanaian culture does not have that same wonderful presence. “For me, it was really important that how I experienced Africa is how everybody else should experience Africa,” she says. In regards to why the world is slowly recognising and purchasing more African products, Agyemang thinks that the story is changing gradually through Ghana and a global resistance towards racism. “What I found when I initially started, and it still might be that in some respects, is that there was a lack of appreciation for the natural resources that Africa had to showcase to the world. There's a whole renaissance happening and I'm glad to be a part of it.”
I've always been a lover of hand-crafted items, and timeless furniture, I don't believe in fast fashion and nor do I believe in fast design
Sustainability is important to Copper Dust; the brand’s focus on keeping the planet clean reflects Agyemang’s passion to reduce environmental waste. “I think for me, because I've always been a lover of hand-crafted items, and timeless furniture, I don't believe in fast fashion and nor do I believe in fast design because I think it's quite wasteful in general.” She’s all about creating products that last and grow with the home. “For me, it was always about building something that will stand the test of time,” she says.
Still on the hunt to embed more eco-friendly practices into her business, Agyemang took it one step further by assessing her packaging and partnering with sustainable brands. Most of her packaging components are friendly to the environment. She teamed up with Noissue, who plants a tree in Ghana every time the business purchases tissue paper.
I've intentionally been very conscious of who I partner with to fulfil this mission I have
She chooses her partnerships carefully to achieve the company’s earth-friendly goal. “I've intentionally been very conscious with who I partner with to fulfil this mission that I have…when I buy from them (Noissue), I know the purchase I've made is going to do something good. And it's directly linked with my whole mission statement of being African-inspired.”
Agyemang also teamed up with Nokware — an African skin-care brand, adding a skincare range to her company. “People didn’t quite understand the skincare side of the business. What I explained to people is that Copper Dust is no longer just a home decor brand — it’s a lifestyle brand.”
Copper Dust’s Afrocentric designs with a British touch and “handmade element,” among other factors, contributed to its success. “You could see the two cultures reflected,” she says when speaking about her products. “And then I think, always being one step ahead of your competitors, or ahead of the game, is also very helpful as well.”
When scrolling through the Copper Dust website, one can see that the products conform to the best standards. The bold African prints and warm colours also make them unique. Agyemang lists some elements that make her brand stand out and brilliant. “Now the business includes interior design services,” she explains. Although these projects are not usually influenced by African culture, her clients love it because it brings something different. “But what they like is that I'm able to provide artisans who are not usually found on the high street.”
I wouldn't create something just for the sake of it, everything is thought out, everything has a process, and everything has a story
One other unique feature of the Black-British brand is that its products are limited edition. “ What you'll find is there may be certain fabrics that will be on the site for a while, but once they've gone that's it.” Agyemang includes her slow-design process into the list—a recurring topic throughout the conversation. “I wouldn't create something just for the sake of it, everything is thought out, everything has a process, and everything has a story.”
Agyemang started her business with no funding at the beginning and admits that this is something she would have done differently. “Yeah, so I started with nothing. And I did it part-time.” She laughs as she recalls this. “So when I went full time, the first year was very, very difficult. And then I would say, the year after, that's when I was able to pay myself a salary.” She decided that creating made-to-order items was better for her business.
Copper Dust sources its materials from the UK. I would use vlisco fabrics, or I would use fabrics that I found locally sourced in the UK.” However, Agyemang has reached a stage where she wants to connect with African artisans for more authenticity. “I want to take it one step further and by using real, authentic, original fabrics such as mud cloths, kente, and indigo.”
“It's about taking the stress off of the client to produce their dream idea without having to do the heavy lifting.
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Agyemang’s diverse clientele, which includes men and first-time buyers, have provided positive feedback. “I've had really good responses about the time and efficiency, the quality of products that have been sourced. They're not even having to think there's a project going on. It's just really about creating that sense of ease.”
“I think if I had the information, I would have worked to have savings,” she says when asked about what she would have done differently. Despite this, Agyemang accepts the path that she took, stating that it enabled her to learn crucial lessons.
Copper Dust plans to continue to build upon its services and expand to Ghana. “We've just had a massive rebrand — like a refresh — the business is probably going to become more interior-design-led and more collaboration driven because I feel like there's so much strength in numbers.” She hopes to apply the same structure in Ghana. Agyemang is on a mission to make a house a home.