SWAADY MARTIN

Stylish Purveyor of African Luxury Tea

Founder of Yswara

Country: Afropolitan

Sector: African global luxury brand

Swaady Martin,  is founder of YSWARA, a rapidly growing African luxury brand. YSWARA creates elegant, high-end products using the continent’s natural resources, all produced by African artisans. The product range centres around exquisite teas sourced from across Africa, Swaady aims to capture a true spirit of African luxury by reviving Africa’s endangered cultural heritage and unique ancestral craftsmanship. YSWARA is present in 4 countries -- South Africa, Nigeria, Cote d’Ivoire and France -- with 15 different direct and indirect retail points.

Swaady is an inspiring advocate for African women's economic empowerment. So committed is she to this higher cause that she only employs women and seeks to buy her raw materials from women producers.

Swaady Martin-Leke 4.jpg

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Swaady's Startup Story 

This is the startup story of an Afropolitan entrepreneur building a global brand by creating elegant, high-end gourmet lifestyle products using the continent’s natural resources, all produced by African artisans.

Interestingly, Swaady did not come from an entrepreneurial background, but from the age of six years old, she knew she wanted to be in business, a career aspiration she wrote in her diary at the time. At that young age, she had a sense of wanting to be in charge of her own destiny and making an impact in some way. Her sense of social responsibility was instilled by her family who always taught her to make a difference in society and to fight for what is right.  As a young child, she was exposed to the impact of turbulent political situations in Africa, living in Liberia and having to flee the conflict, leaving everything behind.  The impact of war took the family to Senegal and eventually to Cote d’Ivoire, where she was born and where her education started, before political upheaval once again necessitated a move, this time to France, before an eventual move back to Africa. As a result, today Swaady considers herself a true Afropolitan....

Read more about Swaady's startup story →

Everyone loves a little luxury in their lives, and stepping into the fabulous world of Yswara, created by global brand builder Swaady Martin-Leke, is a genuinely luxurious experience. From the exquisite teas sourced from Africa’s finest tea plantations, to the exquisitely designed teaware, to the stunningly beautiful packaging that makes everything feel like a touch of luxury, everything is produced lovingly by Yswara for the customer to enjoy. We simply love it! --- Melanie Hawken, LoA founder and editor-in-chief

What's Yswara all about?

"I wanted to produce a luxury brand that was truly African in origin, nature and tradition. All our products are sourced from Africa and crafted by local craftsmen and artisans, combining traditional techniques with modern designs. YSWARA supports some of Africa’s top creative talents and believe in an authentic African luxury marrying both economics and social values. We call it the LUXE UBUNTU. The Luxe Ubuntu creates economic value in a way that also creates value for the African society at large by addressing its prosperity needs and challenges."

"I tend to create products that I love and tea is my favorite beverage. But I also love chocolate and we have created a beautiful range of organic artisan chocolates made with the finest African cocoa beans."

"The global luxury industry is estimated at $295 billion, growing at 6% per year …. (however) There are still too few African luxury brands to take advantage of this opportunity. Hence there’s a need for more global African authentic luxury brands."

Featured

Follow Swaady making news
100 LIONESSES: Swaady Martin on developing strategies and tactics to expand an African global luxury brand
100 LIONESSES: Swaady Martin on developing strategies and tactics to expand an African global luxury brand

After an 11-year career at GE, Swaady Martin adopted many of the strategies and tactics instrumental to its successful African expansion to launch YSWARA, an African, global luxury brand. 

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Yswara, the luxury tea and lifestyle brand, celebrates the opening of its first store and tearoom in Johannesburg
Yswara, the luxury tea and lifestyle brand, celebrates the opening of its first store and tearoom in Johannesburg

Luxury tea and lifestyle brand, Yswara, founded by the inspirational entrepreneur Swaady Martin, has just opened its first store and tearoom in Maboneng "Place of light", Johannesburg. Since its launch 3.5 years ago, it is the first time YSWARA has had the opportunity to share its vision and experience with customers directly. It is a proud milestone for the brand and the beginning of its  direct retail journey.

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AKRAFO, a new socially responsible gourmet brand launched by the SWAADY Group
AKRAFO, a new socially responsible gourmet brand launched by the SWAADY Group

A new and lovingly created, socially responsible gourmet brand, AKRAFO, has just been launched by one of the leading AfroLuxe exponents on the continent, the SWAADY Group, headed by inspirational founder, Swaady Martin. AKRAFO offers a wide range of organic and natural products with wellness properties including teas & herbal teas, honey, jams, mineral water, oils, spices & condiments.

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Swaady Martin nominated an Emerging Leader by Aspen Institute France
Swaady Martin nominated an Emerging Leader by Aspen Institute France

A big LoA community congratulations to Swaady Martin-Leke, founder of Yswara the African luxury tea brand, who was recently nominated an Emerging Leader by the Aspen Institute France under the patronage of President François Hollande. Félicitations Swaady!

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Swaady Martin: The importance of African luxury
Swaady Martin: The importance of African luxury

Source: City Press | by Sue Grant-Marshall | December 16, 2014

Swaady Martin-Leke wants to preserve and celebrate Africa’s rich culture and history. She tells Sue Grant-Marshall why tea is a good place to start.

Read the full article here.

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Swaady Martin: Trium graduate symbolises an entrepreneurial generation
Swaady Martin: Trium graduate symbolises an entrepreneurial generation

Source: Financial Times | October 19, 2014

The fledgling business in Parkhurst, one of Johannesburg’s affluent northern suburbs, is the brainchild of Martin-Leke, who forged ahead with the project in spite of initial scepticism among her friends and peers. “I did my research, but no one believed in it,” she says, sipping a new blend she is testing at the elegant townhouse that has been transformed into a chic store....

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Swaady Martin - The startup story of this stylish purveyor of African Luxury
Swaady Martin - The startup story of this stylish purveyor of African Luxury

The story of an Afropolitan entrepreneur building a unique global luxury brand by creating elegant, high-end products using the continent’s finest natural resources.

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BBC TV Interview: African Dream - Swaady Martin of Yswara tea brand
BBC TV Interview: African Dream - Swaady Martin of Yswara tea brand

Video Source: BBC New Africa | November, 3 2014

As part of the BBC's African Dream series, Swaady Martin-Leke the French-Ivorian founder of luxury tea brand Yswara discusses the importance of being based on the continent, where people feel "alive". Swaady says she decided to "implant" her luxury brand in South Africa. The entrepreneur opened her first shop in Johannesburg. She then decided to aim for Nigeria before turning her attention to the entire continent via digital sales. 

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Building a venture from scratch not for the faint-hearted says gourmet tea entrepreneur
Building a venture from scratch not for the faint-hearted says gourmet tea entrepreneur

Source: How We Made It In Africa | May 16, 2013

Cote d’Ivoire-born Swaady Martin-Leke is the founder and CEO of YSWARA, a newly launched African tea company that is targeted at the higher-end consumer market. The company is based in South Africa, but sources its teas from across the continent. According to Martin-Leke, the luxury market in Africa offers increasing opportunities with the steady growth in the African middle class and discretionary income.

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The Queen Of African Luxury: Swaady Martin, Founder Of YSWARA
The Queen Of African Luxury: Swaady Martin, Founder Of YSWARA

Source: Forbes | 2 January, 2014

Swaady Martin-Leke, an Ivorian entrepreneur, prides herself as a custodian of Africa’s rich culture and history. And she preserves it with style. After an eventful, highflying 11-year career at GE, where she held leadership positions in several divisions across the world (including acting as the Director for Sub-Saharan Africa of GE Transportation and acting-CEO for GE South Africa Technologies), she decided to follow her passion for African culture & heritage and founded YSWARA, a growing home-grown African global luxury brand.

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Entrepreneur Advice

Learn from Swaady's entrepreneur playbook

What does it take to make it as a high-end luxury producer and brand?....

"First of all, you need to truly understand the industry. There is a big difference between aspiring to the luxury industry and actually understanding it. It is a very specific industry like any other. As an entrepreneur, you need to be able to create a compelling vision and passionately own the vision. Define the road map to execution and relentlessly drive the energy, talent and values necessary to ensure success. You need to become an execution machine. Building a venture from scratch is not for the faint hearted, you need to be courageous, tenacious and resilient. Never take no for an answer and be solution-oriented, constantly. You need to be passionate promoter for the development of global African luxury."

- Swaady Martin-Leke, an Ivorian entrepreneur, is founder of YSWARA, a growing African luxury brand. YSWARA creates elegant, high-end products using the continent’s natural resources, all produced by African artisans. Products include gourmet tea, chocolates and home and accessories collections such as homeware, spoons, home fragrances and artisan jewellery. Swaady aims to capture a true spirit of African luxury by reviving Africa’s endangered cultural heritage and unique ancestral craftsmanship. YSWARA is present in 4 countries -- South Africa, Nigeria, Cote d’Ivoire and France -- with 15 different direct and indirect retail points.

Top advice for aspiring women entrepreneurs trying to make it in Africa....

"Before you start anything, my advice is to find your passion and pursue it passionately. In addition, as an entrepreneur, you need to be able to create a compelling vision, to passionately own the vision, to define the roadmap to execution, and to bring together and relentlessly drive the energies, the talents and the values necessary to ensure success. You need to become an execution machine. Building a venture from scratch is not for the faint-hearted, you need to be courageous, tenacious, have perseverance and resilience. Never take no for an answer and be solution-oriented, constantly."

- Swaady Martin, is founder of YSWARA, a growing African luxury brand that creates elegant, high-end products using the continent’s natural resources, all produced by African artisans. Complimenting their hand-selected tea blends, Yswara also offers a range of luxury tea accessories. Swaady aims to capture a true spirit of African luxury by reviving Africa’s endangered cultural heritage and unique ancestral craftsmanship.

It takes creativity, commitment and hard work to build a successful brand....

"We are aiming at creating a globally recognized luxury brand so there is never a moment of rest. We are and need to constantly push the limits of excellence, creativity and beauty. We are constantly benchmarking ourselves to the global brands and know we still have some work to do."

- Swaady Martin-Leke, an Ivorian entrepreneur, is founder of YSWARA, a growing African luxury brand. YSWARA creates elegant, high-end products using the continent’s natural resources, all produced by African artisans. Products include gourmet tea, chocolates and home and accessories collections such as homeware, spoons, home fragrances and artisan jewellery. Swaady aims to capture a true spirit of African luxury by reviving Africa’s endangered cultural heritage and unique ancestral craftsmanship. YSWARA is present in 4 countries -- South Africa, Nigeria, Cote d’Ivoire and France -- with 15 different direct and indirect retail points.

Videos

Essential videos featuring Swaady
Changing the game - Swaady Martin, founder of YSWARA
Changing the game - Swaady Martin, founder of YSWARA

Source: Radio 702 | Published on Feb 21, 2018

Featuring Swaady Martin. Swaady Martin is the founder of YSWARA, a rapidly growing African luxury brand. YSWARA creates elegant, high-end products using the continent’s natural resources, all produced by African artisans. The product range centres around exquisite teas sourced from across Africa, Swaady aims to capture a true spirit of African luxury by reviving Africa’s endangered cultural heritage and unique ancestral craftsmanship.

Video: Swaady Martin the queen of African luxury speaking on entrepreneurship
Video: Swaady Martin the queen of African luxury speaking on entrepreneurship

Source: Africa.com | Published on October 30, 2013

Swaady Martin-Leke is featured in Afric.com's 'Thought Leaders' series, which in this episode tackles the subject of African Women in Business - four dynamic African women entrepreneurs share their experiences.

Video: Swaady Martin introduces her Yswara range of signature African teas
Video: Swaady Martin introduces her Yswara range of signature African teas

Source: YswaraLuxe | Published on June 26, 2013

Swaady Martin-Leke shares her story and talk about her company Yswara and African luxury on Star Guest.

Video: Swaady Martin talks about following passions when starting up Yswara
Video: Swaady Martin talks about following passions when starting up Yswara

Source: Pan African Markets | Published on February 17, 2013

Swaady Martin-Leke gives an insight into how she followed her passions when starting up Yswara with a mission to build an authentic African luxury brand with global appeal.

Quotes

Be inspired by Swaady's words

“Being a female entrepreneur in Africa is especially challenging, it’s not for the faint-hearted.” 

Swaady Martin, founder of YSWARA

"It was my dream to capture true African luxury, change the world's perception of Africa and produce a luxury brand that is truly African in origin, nature and tradition."

Swaady Martin, founder of Yswara

"Our (African) artisans are not set-up to scale their activities and are often paralyzed by the prospect of growing their business beyond the “enough-to-live” stage."

Swaady Martin, founder and CEO of the SWAADY GROUP

"The luxury industry is a great economic growth driver and can be a fantastic export champion... The luxury industry creates jobs and generates activities in a large variety of areas, including publishing, advertising, public relationship, tourism, real estate, culture and education."

- Swaady Martin, Founder and CEO of YSWARA

“Africa is too often viewed as a place of low quality goods and lack of refinement”

Swaady Martin, founder of Yswara

"With all our products, we try to balance historic legacy and our view of the Africa of today and tomorrow. The brand is passionately African which means that keeping the value-add in Africa is a priority focus."

Swaady Martin, founder of YSWARA

Awards & Accolades

Swaady's awards and honours include:

  • 2014 - Swaady is nominated as an Emerging Leader by the Aspen Institute France under the patronage of President François Hollande
  • 2012 - Swaady is nominated a member of the invite-only African Leadership Network 
  • 2012 - Swaadie is nominated to the Archbishop Tutu Leadership Fellowship Programme
  • 2012 - Swaady is named one of Forbes Magazine's 20 Youngest Power Women in Africa