It is a no-brainer. Online presence for businesses across a wide range of sectors is as critical if not more so than physical, offline presence. Social media and e-commerce platforms have proven to be low-cost, manageable marketing and storefront tools to reach potential customers across the globe. What’s more, with social media capital and goodwill, customers are able to easily spread word about brands that offer quality products and services.
1. TrueFond, Ghana
Ankara prom dresses and skirts made from a fusion of denim and Ankara? These are the kinds of pieces that make TrueFond Ghana stand out. Add this to the unique, boldly colourful prints of their Ankara fabric offering and it is no wonder the brand has amassed more than 175k followers on Instagram, has been promoted by influencer Vivian Gold Kaitetsi and made an appearance in Essence Magazine.
TrueFond was founded in 2015 by Kimberley Mensah-Aborampa, an English and sociology graduate from Ghana. In 2016, Mensah-Aborampa told the New York Times there had been an increased demand for “African-inspired dresses” in the two to three years prior—particularly outside of the continent. By leveraging ecommerce marketplaces like Etsy, TrueFond supplied dresses to African diasporan teenagers who were looking to celebrate their heritage at prom. This season remains one of the brand’s busiest times of the year. And while it serves mostly female clients, men also get a few pieces in the brand’s collections from short-sleeved African print shirts to bow ties and knickers.
Today, through its own ecommerce site powered by Shopify, TrueFond reaches customers anywhere in the world integrating payment options that span a number of currencies and working with global logistics companies like DHL. All pieces are handmade and shipped from Ghana to clients anywhere in the world, many of whom have great reviews about their experiences.
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2. Aaboux, Nigeria
Every piece of accessory made by any of Aaboux’s third-generation artisans “feels like a child birthed with love and pride.” Aaboux, founded in 2017 by Zainab Aliyu, is a luxury leather accessories brand based out of Lagos, Nigeria.
Aaboux handcrafts limited edition plain and textured handbags of different sizes and silhouettes. Whether you need a stylish piece to make a statement at work, an elegant mini clutch for a wedding, or a light-catching patterned purse for a night out, there is something for you.
Sustainability is one of the brand’s core values. In addition to ethically sourcing its raw materials, Aaboux also reduces waste resulting from excess inventory by offering made-to-order services.
Prior to launching a full-fledged ecommerce platform, Aaboux relied heavily on social media for business. In a recent chat with Africa Interviews, Aliyu said Instagram provided cost-free and easy access to a global audience and has been the business’ primary sales and marketing channel since launching.
The brand has been featured in Essence Magazine and is currently in the running for the African Creative Exhibition and Awards with a nomination in the Best Accessories Brand (Jewelry, Bag) category.
3. Adinkras Jewels, Senegal
If there ever was a brand that showed how gorgeous gold shines against black skin, it is Senegal’s own Adinkras Jewels. The inspiration for the brand came to Sarraounia Mpaka in 2017, after she first learned about the Adinkra symbols. Similar to African language scripts like southeastern Nigeria’s Nsibidi or eastern Angola’s Sona, Adinkra originates among the Akan people spread across present-day Ghana as well as the Gyaaman people, a medieval Akan state in present-day Côte d’ Ivoire.
From arm bands to statement rings and bracelets, pieces from Adinkras Jewels are replete with meaning and rich history of African language scripts, many of which are long antiquated.
Born in Gabon, Mpaka holds a degree in Interior Design and works as an interior designer; she plans and decorates living areas and workspaces. At Adinkras, she designs the pieces and seeks out the services of local artisans who excel at working with bronze.
The brand reaches its customers through a marketplace ecommerce store, Afrikrea, a platform dedicated to helping African-based fashion and accessory brands launch an online presence and take advantage of the immense benefits of an online commerce storefront. Here, the reviews for Adinkras Jewels are glowing coming from a variety of places including Canada, North America, France, Spain and more.
4. Padamliou, Togo
Padamliou is fresh off the block. Based out of Togo, the female-focused fashion brand produces modern-inspired pieces from fabrics with muted, yet bold and earthy patterns. Think navy blues, earthy browns or sunny oranges. Think jumpsuits or A-line dresses with a variety of cuts suited for both a typical Monday at work or a vacation on a sunny island surrounded by blue waters and vibrant vegetation.
The brand launched at the beginning of 2020 and all its offerings (including a few pieces for men) are handmade by tailors in Togo. Through a third-party ecommerce platform, Padamliou has been able to reach clients outside of Togo and ships to France, North America, and Canada among other places.
Le Choeur Des Femmes presenter and columnist, Delali Damessi, as well as content creator Maryam Gaba are some more popular influencers already on Padamliou’s client list, and they’ve received an overwhelming amount of positive feedback from their customer base since launching, earning them Afrikrea’s Customers' Favourite award in August 2020 just eight months after launching.
5. Haute Baso, Rwanda
In hues of purple, Haute Baso’s Summer/Spring ‘21 collection is a dreamy ensemble of wide-leg pants, smock dresses and free-flowing jumpsuits. Like the collections before this one, the pieces are not short on style, fitting nicely into current fashion demands and modern trends.
Haute Baso is a Kigali-based ready-to-wear clothing and lifestyle brand founded by Linda Mukangoga. Since launching, Haute Baso has attempted to preserve traces of Rwandan culture and heritage in its clothing and interior design pieces, partnering with hundreds of local artisans to achieve this.
Known for its fashion-forward pieces, Haute Baso has exhibited in fashion shows across the world and has been featured in Vogue, Vanity Fair and Forbes, among others.
Through its e-commerce website and social media platforms where it boasts a followership of about 24k, Haute Baso reaches clients in and outside Rwanda. As a brand with a strong belief in the uplifting power of collaboration, Haute Baso works closely with women and youth businesses in Rwanda along various stops in its production chain.