THE Bayede! brand is not limited to wine and beadwork for the export market. King Goodwill Zwelithini wanted to make it accessible to people living in SA too.
Produced by Van Loveren Family Vineyards, the reasonably priced, bead-adorned Bayede! Prince series of wines comprises a cabernet sauvignon, a merlot, a cabernet-shiraz blend, a sauvignon blanc and a chenin-sauvignon blanc. It is distributed to 108 stores in southern Africa by Namaqua Wines.
But there is more to the brand than wine. The Bayede! range includes luxury clothing, leatherwork, pottery, textiles, jewellery and an assortment of custom-packaged Rooibos tea.
"The idea is to identify luxury products made in SA by resourceful individuals and small businesses and provide them with opportunity for growth and a route to international markets using the Bayede! brand," explains Antoinette Vermooten of Bayede! Marketing.
Bayede! luxury shirts are made by Cape Town-based Bazo Diarrassouba, who is originally from the Côte d’Ivoire , and his growing team. Vermooten met Diarrassouba when he was working as a tailor in the city.
"Bazo was designing and making shirts behind a curtain in a small space in Long Street when I first met him," she recalls.
"I was impressed by his creativity and the quality of the clothing he made and asked him if he’d consider creating a range for Bayede!."
...
THESE days, the company behind the Madiba Shirt, the Presidential group, markets the Bayede! range of cotton shirts, which are embroidered with intricate African-inspired detail.
"Bazo’s involvement with the trademark has enabled him to expand his business and employ more people, which is what Bayede! is all about," Vermooten says.
She dreams of building Bayede! into "Africa’s number one luxury brand". Is it possible? Brand expert and CEO of The Communications Firm, Bonnke Shipalana, believes so — with a few provisos.
Success in the luxury market, he says, depends on ensuring that products of exceptional quality consistently support the "heritage proposition". There is no room for flaws when it comes to luxury brands.
Differentiation is also fundamental to its success. The royal Zulu insignia is a potentially "powerful and positive communication tool", he says. But its true promise lies in Bayede! convincing international markets its story is different from those told by other royal houses — in Africa and elsewhere.
The Bayede! range extends from quality wines to clothing, giving resourceful individuals access to markets abroad.
THE Bayede! brand is not limited to wine and beadwork for the export market. King Goodwill Zwelithini wanted to make it accessible to people living in SA too.
Produced by Van Loveren Family Vineyards, the reasonably priced, bead-adorned Bayede! Prince series of wines comprises a cabernet sauvignon, a merlot, a cabernet-shiraz blend, a sauvignon blanc and a chenin-sauvignon blanc. It is distributed to 108 stores in southern Africa by Namaqua Wines.
But there is more to the brand than wine. The Bayede! range includes luxury clothing, leatherwork, pottery, textiles, jewellery and an assortment of custom-packaged Rooibos tea.
"The idea is to identify luxury products made in SA by resourceful individuals and small businesses and provide them with opportunity for growth and a route to international markets using the Bayede! brand," explains Antoinette Vermooten of Bayede! Marketing.
Bayede! luxury shirts are made by Cape Town-based Bazo Diarrassouba, who is originally from the Côte d’Ivoire , and his growing team. Vermooten met Diarrassouba when he was working as a tailor in the city.
"Bazo was designing and making shirts behind a curtain in a small space in Long Street when I first met him," she recalls.
"I was impressed by his creativity and the quality of the clothing he made and asked him if he’d consider creating a range for Bayede!."
...
THESE days, the company behind the Madiba Shirt, the Presidential group, markets the Bayede! range of cotton shirts, which are embroidered with intricate African-inspired detail.
"Bazo’s involvement with the trademark has enabled him to expand his business and employ more people, which is what Bayede! is all about," Vermooten says.
She dreams of building Bayede! into "Africa’s number one luxury brand". Is it possible? Brand expert and CEO of The Communications Firm, Bonnke Shipalana, believes so — with a few provisos.
Success in the luxury market, he says, depends on ensuring that products of exceptional quality consistently support the "heritage proposition". There is no room for flaws when it comes to luxury brands.
Differentiation is also fundamental to its success. The royal Zulu insignia is a potentially "powerful and positive communication tool", he says. But its true promise lies in Bayede! convincing international markets its story is different from those told by other royal houses — in Africa and elsewhere.
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