Africa to a tea

WORDS Malibongwe Tyilo

We featured the dynamic and inspiring woman behind Yswara tea, Swaady Martin-Leke in VISI 67 Escape to the Country. But boy can she talk! Pour yourself a cup of tea and settle in to read more of what the connoisseur of African luxury has to say.

What does the Yswara name mean?

Our name and logo are inspired from the myth of the Ty Wara, the West African mythological hero who came to Earth to teach mankind social values as well as agricultural techniques. Our name is a combination of: Tywara + Swaady = Yswara

Our logo is a stylistic representation the Akrafokonmu or “circles of the soul” and of the Ty Wara. In the Ashanti culture, the Akrafokonmu are gold pectoral disks that were worn by the Okra, the steward of the king whose role was to purify the soul of the king. The Ty Wara is a composite of three highly symbolic animals: the antelope, the aardvark and the pangolin. The antelope represents grace and strength while the pangolin and the aardvark represent determination and conscientiousness.

Tell us about your journey in researching and selecting the different ingredients that you use in your teas.

I was already very knowledgeable about tea as I have loved tea since a young age. When I decided to create Yswara, I went on formal tea training. I approached the tea blenders of the top luxury teahouses and I chose the one who would allow me to create my own teas and experiment with recipes. Also the one with whom there was the best connection in addition to excellence of service, of course! Creating a tea brand is the dream of tea lovers so I had already a lot of ideas on what teas I wanted to create or add to our collection.

I wanted recipes of traditional African drinks such as yamakoudji (ginger drink from Burkina Faso), bissap (hibiscus drink from Cote d’Ivoire), attaya (mint tea from Senegal and Gambia), chai masala (from the Swahili coast), etc. I also wanted to create new recipes with ingredients I love like roses, cornflowers, berries, etc. I just love the idea of sipping a beautiful garden in a cup!

While we don’t doubt that you love all your teas, which is your absolute can’t-do-without personal favourite?

My favorite tea is Shire Valley, a Silver Tips White Tea from Malawi. I love white teas, they are my favourite. Very delicate and silk-like on the palate.

What is the ideal way to enjoy tea?

At home, in my huge mug, in the evening, reading in front of my bedroom fireplace.

You’ve mentioned on your Facebook page that you want to promote African art. How are you currently doing this?

Yswara’s mission is to unlock Africa’s potential to produce superior quality products that appeal to a local and international audience while achieving societal impact and promoting African art and culture. Using local resources and material to empower people, combined with superior craftsmanship and mixed with distinctive design and unique concepts, Yswara offers exclusive products “Made in Africa for the World”.

Who are your three favorite African artists?

Aboubakar Fofana, an indigo artist and calligrapher from Mali; Dobe Gnahore, a singer from Cote d’Ivoire; and Mary Sibande, a contemporary artist from South Africa.

How has your brand been received?

Our brand has been received extremely well and we are grateful for the overwhelming support both locally, in Africa, and outside of Africa. Our biggest supporters are Africans proving the stereotype that Africans only like things that come from abroad wrong. Africans love our brand as it represents who we are, our refinement, our elegance, our heritage and our sophistication. Overseas, we have already had strong support by being shortlisted for both the best new talent in the luxury industry 2013 by the French Luxury Institute and the Grand Prix of Excellence by the French National Marketing Institute 2013. France undoubtedly being the leader in the luxury industry, we are extremely proud to have been shortlisted and to be flying the flag of Africa high globally. 

In your opinion, what is the future of African luxury products?

I think African luxury has a bright future. Africa is becoming more prosperous and Africans are becoming wealthier: Between 2001 and 2010 growth in GDP on the continent averaged 5.2% annually and currently seven of the world’s 10 fastest growing economies are in Africa. With a fast growing middle-class, Africans want to consume better quality goods. According to Nielsen, 28% of Africa’s population (about 280 million people) are wealthy (control 47% of the income), urban and well-educated with high discretionary spending who are more open to buying expensive and exclusive value-added products. Africa already has a noticeable presence in certain categories within the luxury industry. For instance, the luxury hospitality sector is well developed in Africa and has been able to capture a unique value proposition. Africa has also made its mark in the luxury wines and spirits with its famous wines from the Western Cape province of South Africa. In other sectors like luxury yachts, cars and personal goods much work still needs to be done.

www.yswara.com

Swaady Martin-Leke is also featured in VISI 67: Escape to the Country. The hottest read the chill has blown your way, expect 6 celebrated authors going wild, 80 pages of divine out-of-town hideaways, 30 reasons to chill out and nest, and over 30 prizes to be won, including a R9 000 weekend at Babylonstoren. Look out for the print version at selected retail outlets or buy the digital version right now.

While you’re at it, complete the readers survey and you could win one of 21 stylish watches, including a R21k Raymond Weil must-have and 20 Obaku ones (10 for ladies + 10 for men). Entry is only possible with the magazine in hand.