“African art and music has always been a phenomenon, but no one has been sharing the story of African design,” says Nana Quagren, founder and CEO of luxury and sustainable brand 54kibo. Launched in 2018 in Brooklyn, New York, the contemporary African design retailer collaborates with over 30 inspiring African designers on everything from accent tables and pendant lighting to wall paintings and area rugs in an effort to make these unique designs accessible to the world.
Originally from Ghana, in South Africa, Quagraine has always been fascinated by the unique cultures and subcultures that African countries have to offer. “Every country has different practices and technologies,” she tells TZR. When we started [54kibo]We had to downsize to Zimbabwe only because there was so much to choose from.” The brand, which represents 54 countries in Africa and “Kibo Summit” on Mount Kilimanjaro, aims to be an extension of contemporary African design to the world.
From her early days as a metals engineer in South Africa, Quagraine knew she wanted to start her own business and be connected to the multiple cultures she grew up in, but she wasn’t yet sure how to make it happen. The entrepreneur wanted to make sure it was the right time, and to complete the key milestones (such as consulting experience, business school graduation) that would enable her to launch her brand with some knowledge and experience under her belt.
Quagren only discovered her passion for African design after she landed a job as an investor (from 2013 to 2016). In her role, she was commuting from New York to South Africa, while she was in the process of designing her apartment in Brooklyn. The business expert would bring random African furniture into her home on these frequent business visits, but no specific brand could provide for her exact design needs. She wanted things in tune with her personal aesthetics; Simple and calm color palettes are not as colorful as traditional African designs. Most importantly, she wanted these pieces to focus on the intricate beading and weaving techniques and craftsmanship that characterize the continent.
I also learned about a market for others interested in getting an African design in their homes, but who (like her) didn’t have the tools to source, especially those without direct ties to Africa. “People want to get to know each other,” Quagren says. “They may not know where to start, or be too afraid to say the wrong thing. Many people are simply unable to travel to those countries. So my hope at 54kibo is to provide people with the tools, new vocabulary, and new products to experience the world differently, especially Africa.”
Interestingly enough, Quagraine decided to start 54kibo full-time after the birth of her twins In 2017. The time she spent on maternity leave, specifically round-the-clock nursing and diaper changing, made her realize that it would be nearly impossible to continue her work as an airplane investor. “I knew if I went back to the company there wouldn’t be another break to start 54kibo,” she explains. “It was a great time to start, but with risks.”
The founder notes that waiting, along with the various roles she has taken over the course of her career, has given her an edge as a new business owner. “I am an engineer, so I understand how processes work. I am a consultant, so I understand how to manage projects, decide when, where to start and where to start. I worked in investment banking, so I understood corporate finance and how to organize deals and partnerships. It gave me an understanding of how to socialize With designers from different cultures stepping into where we are today, but it wasn’t always easy; it took time to get there.”
However, Quagren explains that starting a business from scratch years after establishing a professional career was a step backwards, but it taught her the importance of continuous learning. “There are two difficult parts to starting a business,” she explains. “One starts. The second is to understand the problem you’re solving and whether or not you can solve it. If you can’t solve it, you have to have a mental framework to go back to step zero and learn. And that’s humbling because you’re coming from the top, you have to go back down and learn something.” new “.
And I learned I did. About four years later, 54kibo offers a wide variety of home décor items that are all handcrafted and sourced from Africa. Recognizing and respecting the diversity of the continent, the brand’s website has a section that allows you to shop by country, filtering selections to places like Senegal, Nigeria, Ghana and the African diaspora like the Caribbean. Some of 54kibo’s bestsellers to date include Naka Beaded Light fixtures from South Africa, Porcupine Woven Decorative Wall Basket from Zimbabwe, and candles and perfumes from Morocco. Through a carefully considered sourcing process, Quagraine constantly strives for quality and sustainability in every item under the 54kibo umbrella.
Speaking of sustainability, the founder says the brand’s approach is multifaceted, focusing on environmental, social and economic impact, and how they are essential to brand identity. Her background in engineering allowed her to see sustainability as the only way to create a healthy and thriving foundation for the business. “I didn’t really consider sustainability to be ‘fun,'” she says, “but it’s ‘essential’ in my work.” “It’s important to understand the materials the designers use. If it’s wood, is it reclaimed wood? Do they use non-toxic natural pigments? Do they use recycled materials? One of our jewelry designers uses recycled copper to cut it.”
Quagraine also mentions how this transfers to the economic aspect of sustainability. She says, “We have textiles made from 100% Ethiopian cotton, and this industry has been around for thousands of years. So by using these ethically sourced materials, we are also allowing this industry to continue.” She also highlights the importance of social sustainability in the brand, noting how the designers she works with provide a fair and stable working environment for artisans. 54kibo ensures this working environment by visiting the places where craftsmen work. “Our stylists are very careful who they hire,” Quagraine says. They hire from within the community. They pay a fair wage. They provide training. They make sure they get paid on time. These components are a basic social contract, but not everyone does it.”
Transparency is also important in a brand’s DNA. Each product on the 54kibo website has a hover tool tip, which tells you who the designer is and where the piece was made. “I want you to know where it came from,” says the founder. “It’s easy to talk about Africa, but specifically, where in Africa is? Because if you just look at South Africa, you’ll see two countries, like Malawi and Burundi, that have completely different cultures. I want consumers to know that there is a difference.” She also mentions how important it is for her to understand the limitations of her clients. “We are trying to figure out ways to tell this story and make it easier on the consumer. Not everyone has time to read about the specific products, how they are from Zimbabwe, what the 10 different fabric styles look like, etc. We want this information to be accessible, so why not make it Part of the product experience?”
As an entrepreneur, Quagraine mentions the importance of having a clear vision and knowing what excellence looks like for your business. “You will always have challenges, but address each one as they come each day,” she says, explaining that her goal for 54kibo is to be at the forefront of storytelling and share culture with the rest of the world.
“If you get a Ghanaian Djemble table sitting in your living room, receive visitors, and spark a conversation, you’re going to talk about more than just the table,” Quagren explains. “It might make you go to the map and ask, Where is Ghana? Where is Burundi? And it opens up your whole world in different ways. And 54kibo wants to enable those conversations.”
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