When the word “Africa” is worth over $15,000

When the word “Africa” is worth over $15,000

For many years, people have asked the question: Do people really want to buy products from Africa? The answer has always being “sort off” with issues of quality and lack of investment blamed if sales are not made. People consistently love and admire things from Africa, and some will even pay more if it our diamond or gold. But this intent to purchase does not always translate into real sales, and many African brands have often struggled to make their products more mainstream with a global reach.

Enter the breathtaking designs by a brand known as Marco Bicego. Their African collection which make a simple yet striking statement is probably the most African brand not made in Africa. See Marco has managed to tap into the word “Africa” without being an African brand. I am not writing to say that the word Africa belongs to anyone, but where do we draw the line when it is used to market luxury goods not made in Africa. Take for example the African Gold beaded necklace (our feature image), it costs about $15,000 and made with expert Italian craftsmanship. According to Neiman Marcus, this beaded jewelry made with 18k yellow gold beads, speaks to a new kind of modern, minimalist opulence with lustrous, subtly textured yellow gold. It is part of Marco Bicego’s African Collection. I respect the man’s hustle and I know he has to do what he has to do even if it means naming a collection African, but should everyone have access to the word “Africa” and profit quite well if I might add, given the continent’s history albeit with the gold industry to say the least?

 

 

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