Stories We Cherish, the brand redefining Africa by capturing its true essence through print.
Stories We Cherish
Stories We Cherish use their designs and prints to tell the stories of African communities with a touch of fun and quirky vibes. With a focus to celebrate rather than dwell on to the negative perception of Africa’s reputation, owner Cherish uses fashion to share a glimpse of the true Africa we all need to see.
What inspired the mattress man print?
I went to school in Zimbabwe and at 10 I remember being asked what I wanted to be when I grew older. I answered that l wanted to be a tourist and a philanthropist and with me being from such a poor background, that would have been regarded as entirely out of reach. The irony is that I have started a brand that is based on my travel experiences, and that has a philanthropic thread to it. It’s mind-boggling!
I did end up being a tourist, although not for a living as it transpired it’s not a job (wishful thinking, though). For the last five years, I have travelled across the globe, from Madagascar to Korea, Australia to Ethiopia, all countries offering amazing experiences and opportunities. The travels through Africa form the basis of my brand. The mattress man was actually my first print and the first country (Ethiopia) I backpacked, and couch surfed. I remember thinking that Ethiopia was the most beautiful country I had ever seen. Everything was so beautiful, the people, the landscapes and the food. But it was when I took a trip to the market that I got inspired. I saw this man from afar carrying lots of mattresses. I couldn’t believe my eyes, I had to stop to count them. He carried them so effortlessly, I really was wowed. I saw a king in him, but he wasn’t the only one. I took a bus to the North and the tiniest women were carrying the heaviest loads and that’s when I knew I had to share what I felt with the world.
Mattress Man Print Blue Shirt £96.00
Over the years we are seeing the gradual rise of Black African creatives making their mark upon the industry, however do you feel like more still needs to be done for the world to acknowledge our talents?
The question I have is whose validation are we seeking when we say the ‘world’? Because nearly everything that we see creatively was borrowed from African cultures so in that respect, our creativity, our excellence was validated a long time ago. Our creativity has always been realised but the gatekeepers of media and art didn’t look like us so we couldn’t get a piece of the pie. However, the invention of social media has been a beautiful thing for us. Not only does it document the black experience, but it also showcases black excellence. Look at people like Elsa, she is authentically her without any dilution and we love it, without social media, we wouldn’t have had access to her. But if we look in the past, we look at people like Miriam Makeba, Colleen Madamombe, Stella Chiweshe, William Onyeabor, Oliver Mtukudzi, Mbongeni Ngema, all talents that were big in their time but not well known by the black community in the diaspora.
“But the invention of social media has been a beautiful thing for us. Not only does it document the black experience, but it also showcases black excellence.”
In 2050, Africa will have the youngest population in the world, so it’s down to us. In the same way that we are nurturing black owned businesses, we need to nurture our African creators. I am talking all parts of Africa, from Malawi to Zimbabwe, Djibouti to Mayotte, not just the countries that are well known. The more we elevate them, the more African creative excellence will dominate our future. So, the short answer is we are already doing it so let’s not seek validation. The whole world has eyes on us, even Korea is shaku’ing on the beat. Let’s just do and let the world watch in awe!
This year things really took an unexpected turn when covid-19 transformed our lives completely. What has been the biggest struggle both in work life and personal life during the pandemic and how did you overcome it?
To be honest, the pandemic has been an interesting time for me as a creator. I officially launched my whole brand during Covid-19. After losing my contract in March, I decided to focus on building Stories We Cherish. Everything was done at home, my shoots, my website, branding, designing, everything!. Before the pandemic the idea was there but I didn’t have time. Covid-19 gave me the time I needed to cultivate Stories We Cherish.
Everything aligned so perfectly which was such a humbling experience. I understand the privilege I have to have been able to build something I love and enjoy without having to worry. And for that, I am thankful. With that said, I would be super ungrateful if I said that there were any major challenges faced during Covid-19. On the flip side, I even feel a little guilty as I acknowledge and understand that not so many people had a pleasant time.
What advice would you give to other creatives looking to start their own business?
Starting any type of business is like sowing a seed, it doesn’t grow straight away, you have to nurture it. Nurture it mostly with love and patience. Manifest it, speak it into existence, write it down into existence and always be positive with it. Also, don’t give up, even if there are lots of sleepless nights, it will be worth it in the end.