Who We Are

WhatWeCherish is a collaborative WOC-owned network of passionate women who are recognised leaders within our fields. Our team comprises creatives, communications specialists, marketers, buyers and legal professionals. We are a virtual marketplace, based on sustainable business practices, offering a curated selection of luxury accessories, décor and self-care products crafted around Africa. We love the products we support and the ideas we cherish reflect our unwavering pursuit of a happier and more sustainable future for all. We champion African design to take up its rightful space in the global creative economy. This is our stage. The brands are the artists and, together, we weave new stories and paint new pictures through a focused curation of what luxury looks and feels – from an African perspective.

Our Story

“Our focus is different.”

We created WhatWeCherish in 2021 to celebrate responsible and conscious brands that are exceptionally designed through an attractive and quality-driven webshop. We pioneer positive purpose and reshape dominant perceptions of the African goods market in the luxury space by offering a thoughtfully curated selection of brands faithful to the art of small-batch, handmade sustainable luxury items made in Africa. Our brands focus on authenticity, with an aesthetic vision that allows the high quality of materials and the artistry to shine while revealing the craftsmanship. We strive to support small brands that uphold heritage, transparency through sustainable practices and empower women artisans to generate sustainable income from their traditional skills. We do so by sharing their brand stories and showcasing the exquisite objects they produce from Africa.

What We Value

We value unpretentious consumerism by showcasing brands whose philosophies align with our core beliefs. Firstly, we believe in the advancement of exceptionally designed African crafts that promote African heritage, skills and culture. Our range of handmade products seek to celebrate and promote traditional techniques, judicious use of materials and practices that have survived across the ages. Secondly, we believe in empowering women and highlighting women-led businesses.
Finally, we believe in transparency in support of sustainability.

The Founder

“We want Africa’s sustainable luxury design to take its rightful place in the world’s creative economy.” Melaney Oldenhof, Founder of WhatWeCherish

WWC founder and creative director Melaney Oldenhof worked a decade as a creative consultant and fashion stylist in New York City. As a Market Editor, Melaney noticed a lack of well-curated online offerings. She explored the market for sustainable craft luxury products in various countries, and what began to come sharply into focus for her was the under-representation of the market for African creators. Hence the birth of WhatWeCherish, a creative platform celebrating a future of honouring Africa’s sustainable luxury products that will forever remain in your home and heart. WWC’s mission is to showcase the art, talent and inspiring stories of African designers and the beauty of the handmade goods they create.

Sustainable & Positive Curation

We created What We Cherish to celebrate responsible and conscious brands that are expceptionally designed through an attractive and quality- driven webshop. We assess each brand and item on our platform with these symbols to show you, as a conscious consumer, why we love them and to help you to choose products that truly matter.

Black Owned

Companies founded by people of color.

EMPOWERING WOMEN

This brand empowers women by advocating for women leadership and creating a safe and fair work environment free of discrimination and harassment.

handmade

This brand works with highly skilled craftspeople, providing them with economic support while keeping ancient craft traditions alive. We select these brands based on their commitment to design, cultural preservation, social enterprise and community support.

marginalized communities

A portion of proceeds from the sale of this product go towards disenfranchised groups that are specific to the brand’s social and cultural community.

natural materials

This product was created with raw materials originating from plant life, animals or other materials of natural origin.

happy world

This brand seeks to empower consumers to make more eco-conscious and ethical choices in their daily lives by creating products that are kind to our planet and its inhabitants.

heritage craft preservation

This brand supports efforts to preserve ancient techniques and art forms with heritage craftsmanship using sustainable materials. It works directly with skilled multi-generational local artisans and craftspeople who produce culturally representative goods.

transparency

This company shares how each item of clothing is made from beginning to end, which eliminates secrecy and holds brands accountable. While all processes might not be 100% sustainable, we will work with brands to help them evolve and implement positive environmental and social practices.

organic

Certified non-GMO and produced without harmful chemicals. It reduces pollution, is safer for the planet and prioritises positive farming practices for biodiversity, soil management and increased income for farmers.

recycled

Strives to reduce waste and makes products using partly or entirely recycled materials, including scrap and repurposed materials from discarded goods.

water conservancy

This item uses advanced techniques to preserve water and reduce its ecological footprint during the production process.

low impact

All packaging in this collection is recyclable, recycled and free from petroleum based plastics.

carbon reduction

The production process of this product uses the latest technology and innovative techniques to reduce carbon emissions.

non-toxic dyes

The materials in this collection are free from AZO dyes and phthalates.

no nasties

No parabens, SLS, petroleum, mineral oil, phthalates, formaldehyde or synthetic fragrances are used in any of the products in this collection.

vegan

Doesn’t use any animal products, byproducts or do tests on animals. Instead, to support animal welfare and reduce the environmental impact of animal agriculture, this brand uses natural, eco-friendly materials.

circular economy

This product supports an economic system that minimizes waste and maximizes the function of each resource.

cruelty free

This brand chooses earth-friendly materials that are either non-toxic and/or biodegradable and are better for people and the environment.

eco friendly

This brand chooses earth-friendly materials that are either non-toxic and/or biodegradable and are better for people and the environment.

unique

All of the pieces in this collection are one-off pieces.