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    Date submitted
  • 08-Feb-2016

Buyu Collection


“Buyu”, is Kiswahili for ‘container' object that can be used to hold or transport something. Buyu looks to preserve and carry forward the great age old traditions with the hopes of these African communities. Buyu is committed to innovation and craft and dedicated to how it transforms and impacts social economies in local communities, and how travel impacts our natural surroundings.


Original Vimeo URL: Open

Introduction Video


Additional Questions

Who is your customer?

Buyu’s target customer is an upper middle class, cosmopolitan and fashion eco-conscious consumer who cares about social issues and wants to be an informed consumer. They are 28-40 years, college educated, and a well-traveled worldly people who prefer to shop at boutiques that sell unique, quality investment pieces with a story behind them.

What problem does this idea/product solve or what market need does it serve?

Access to market - Presents an opportunity for female artisans to showcase African craftsmanship and connect their skills and products to the global market, products that are normally relegated to roadside open air markets. Promoting Fair And Ethical Trade - Our artisans dictate the cost of the fibre, this ensures that we promote a “living wage” vs. “minimum wage” for our artisans. Income security - Income redistribution by engaging female groups in Africa harnessing and elevating indigenous craft. Socio-economic imbalances - Through working with female groups and providing them with income security we promote female empowerment amongst themselves, families and their local communities Culture and tradition - Safeguard ancient endangered weaving culture & style

What attributes will make this idea/product successful? Why do you believe that those features will create success?

The primary feature of purchasing a Buyu handbag is artisan craftsmanship and the innovate and unique use of the Baobab bark fibre in our design, which the first combination of this two materials in the accessory world. Buyu's customers benefit from this feature by investing in a handbag that will last a long time because it was handmade and not mass produced; customers will feel good about supporting and empowering women artisans, and they will feel good about helping preserve indigenous traditions that are under threat. Another feature of the Buyu handbag is that it is sustainably sourced and produced with organic dyes, vegetable-tanned leather, and fair trade labor. Benefits of this eco-friendly feature include guilt free shopping and peace of mind. The third feature of the Buyu handbag is a beautiful design that blends functionality and style. Benefits of Buyu design include signaling status of a modern woman with substance and style, as well as convenience, security, unique style and functionality.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Jeffery Kimathi: Creative director of Buyu Collection a fashion entrepreneur with over ten years experience in the fashion industry, previously founded Jamhuri wear the premier African sportswear line. Kimathi lives in USA, where he oversees the final stages of production marketing and distribution for Buyu Collection. Diana Owusu-Kyereko: Rocket internet and London School of Economics Alumni with experience in early stage businesses and Retail. She is currently VP for mobile and Tablets at Jumia.com.ng, the No.1 e-commerce platform in Africa, founded by Rocket internet. Diana lives in Lagos, Nigeria.