Many have said Africa is the newest destination for investment for all the huge global luxury brands with a large clientele.
However, the predominate question has been whether Africa and Africans are really exploring the luxury market on their own? Well, leading boutique digital marketing and media agency, WaxPrint Media has taken the bold and decisive step to foster a bond between luxury brands with an international touch and local brands on the continent. The media company organized the Africa Luxury Dialogue to help in the realization of the bond. All the brands, executives and personalities that attended the two-day event agreed Africa is the next phase of a luxury destination.
The international luxury and premium brands that participated in the event include Mercedes-Benz, LVMH Moet Hennessy, Kempinski Hotel, Remy Martin, and Versace Collection. They were joined by Ghanaian and Nigerian entrepreneurs and creatives such as Roberta Annan, Fred Deegbe, Jewel Arthur, Ken Kweku Nimo and Tamara Jonah-Goka. Furthermore, this couldn’t be done without the involvement of influential personalities and celebrities, some of the ones spotted at the event are beauty personality Debbi Bjuku, New York-based celebrity wardrobe stylist Rachel Johnson (stylist for Lebron James, Serena Williams, Victor Cruz), actress Salma Mumin, actress/producer Ama K. Abebrese, and media personalities KOD, Lexis Bill and Eli Kharis.
Most of these brand executives, celebrities, entrepreneurs and influential personalities were first of all hosted at pre-event for the tasting of cognac on February 19th at Accra’s newest luxe cigar lounge and restaurant, El Padrino. After which, the Africa Luxury Dialogue began on February 20th with the launch of Peugeot and Citroën’s showroom hosted by Ghanaian Broadcaster, Anita Erskinewith 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.
Muhammida El Muhajir, Director of Strategy at WaxPrint Media commented on the necessity of the event, she said; “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.”
Attendees beamed with pure excitements of seeing such great event hosted for the luxury market in Africa, and are looking forward to the next instalment.
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