“The concept of luxury is not new to Africa however it is still relatively new to many of the established global brands who are just beginning to see the region as a viable market. It was important for us to host Africa Luxury Dialogue on the continent especially in Accra and bring together a collective of stakeholder voices in the local luxury landscape who also have a wealth of experience in Europe, North America and Africa,” says Muhammida El Muhajir, Director of Strategy at WaxPrint Media, the agency which produced Africa Luxury Dialogue and has worked extensively with luxury and premium brands including Jaguar, Land Rover, Remy Martin, and Pernod Ricard.

(l to r: Fred Deegbe, Heel the World, Viola Labi, Versace Collection, Muhammida El Muhajir, WaxPrint Media, Jewel Arthur, cre8Africa)

A pre-event cognac tasting session and reception for speakers, partners and select guests, compliments of Remy Martin was held on 19th February at El Padrino, Accra’s newest luxe cigar lounge and restaurant. On the 20th, Africa Luxury Dialogue partner Silver Star Autos, the official distributors of Mercedes Benz, held a morning reception to launch a new showroom for Peugeot and Citroën two recently acquired French automotive brands. The showroom launch was hosted by Ghanaian Broadcaster, Anita Erskine with additional remarks from The French Ambassador to Ghana, Her Excellency Anne Sophie AVÉ, Africa Manager for Groupe PSA Paris, Noureddine Magri and R.Yofi Grant, CEO of the Ghana Investment Promotion Centre. 

The program continued with the afternoon session at The Galleria at Kempinski, featuring a Mercedes Benz display of the GLE and S-Class at registration. The opening panel discussion “International Luxury From Global To West Africa” was moderated by Roberta Annan, Managing Partner of Roberta Annan Capital Partners and included panelists Manish Nambiar, General Manager of Kempinski Hotel, Asad Nazir, CEO of Silver Star Auto/Mercedes Benz, Viola Labi, General Manager of Versace Collection, and Armand Faure, Brand Ambassador Rémy Martin who shared their personal and professional experiences working for prestigious luxury brands in Africa and their vision for its future evolution. The panel reiterated the importance of global brands collaborating with local partners to create a truly personalized localized experience for clients.  

Following the opening panel, attendees enjoyed a coffee break compliments of Nespresso and Moments, a premium Ghanaian chocolate brand while capturing souvenir photos at event partner, Air France KLM’s selfie booth.

The Africa Luxury Dialogue program continued with a series of intimate interactive dialogues and presentations between luxury entrepreneurs, thought leaders, and brand representatives.

Fred Deegbe, founder of Heel the World Footwear and Ken Kweku Nimo, Author of Luxury Fashion in Africa: History, Brands and Contemporary Issues discussed building an indigenous African brand and sourcing materials and manufacturing locally that meet international standards.

Aldo Manfreda, a luxury retail specialist and Tamara Jonah Goka, Founder of Lionhearts Events explored creating unique local experiences that reflect both an African and global perspective.

Wellington Baiden, Founder of Portal Forest Estate and Muhammida El Muhajir, Director of Strategy, WaxPrint Media's dialogue focused on sustainability as luxury and Baiden’s 20+ years work developing a local forest and nature eco-system as a sustainable business model.

Judith Biel, General Manager at YOLO Experiences and Elizabeth Oputa, Brand Manager of Moet Hennessy Nigeria discussed the hospitality industry, training customer service staff and creating spaces, events and experiences targeting luxury enthusiasts.

Jewel Arthur, Founder of Cre8Africa shared her vision for African luxury and experience building an interior design brand, and allowed attendees to interact with her product line of furniture and home accessories during the presentation. NuAfropolitan designs is a featured retail outlet at The Galleria at Kempinski.

“The time is now for Africa and Africans to no longer simply be used as a source of inspiration but to also be acknowledged for our authentic ideation, luxury and innovation. Africa Luxury Dialogue served as a platform to begin this exciting conversation in Ghana and meet face to face with personalities that shape the narrative and concept of luxury in our region in a highly social, productive, and fast-paced atmosphere,” shared Viola Labi, the General Manager of Versace  Collection and Founder of Woven Worldwide, a Retail Consultancy.

The program concluded with a cocktail reception compliments of event partner, Remy Martin which allowed attendees to enjoy cocktails, network and experience The Galleria’s retail shops. WaxPrint Media also announced a commitment to further develop, guide and nurture local creative talent in the luxury space, with the launch of the agency's creative management division.

 Africa Luxury Dialogue was produced with support from Air France KLM Airlines, Versace Collection, Remy Martin, Mercedes Benz Silver Star Auto, Tribassa International, Kaeme, Rune Ushers, NuAfropolitan, Designed by JR, Moments Premium Chocolates, Grahl Photography, Nespresso, and Fruitee Water.

Jewel Arthur, cre8Africa/NuAfropolitan Design

Aldo Manfreda, Luxury Retail Specialist and Tamara Jonah Goka, Lionheart Events

Judith Biel, YOLO Experiences and Elizabeth Oputa, Moet Hennessy Nigeria

Actress, Salma Mumin

KOD