Bijoux footwear weaves new African tale
Thabo Lewanika | Tuesday July 12, 2022 06:00
“Bijoux is a French word for something that is delicately made and that reminds me of Africa, the great nations delicately made,” said Masilo.
As an upcoming, spirited entrepreneur, he intends on using his footwear brand to resonate with all the talent that remains unearthed in Africa, and ambitiously aims at making Bijoux an epitome of the continent's great story.
Masilo indicated that the brand anchors on principles of boldness and tenacity that shows that Africans can go after what they want and achieve it.
Walking Business Monitor through their production process and growth trajectory up to this point, Masilo said: “We started with 30 pairs of leisure lifestyle black sneakers that sold out immediately and we are currently producing casual shoes and we hope to keep growing to serve the African space." Masilo revealed their growth agenda will not deviate from narrating Africa’s premium story as their business philosophy centres on tapping into continental roots of creativity and greatness.
Speaking of the brand's competitive advantage, Masilo said what sets them apart from other brands is that they are telling a tale that shows that Africa does not need help but can be self-sufficient and great. Like any startup, Bijoux faces challenges and Masilo revealed that they are having a problem with meeting the current market demand for the products due to supplier issues.
He remained resolute and confident, however, that the challenges with enough capital injection and investment will be an old tale as they can grow as Bijoux to be a household brand that tells a unique African story.