Who We Are
WhatWeCherish is Africa’s first woman-led, curated luxury multi-vendor showroom, launched in 2022. We specialize in connecting responsible, conscious brands with businesses, offering ethically crafted, small-batch goods that meet the highest sustainability standards.
Our mission is to pioneer positive change and redefine the perception of African-made products in the global luxury market. Each item in our showroom is thoughtfully curated to showcase exceptional craftsmanship, sustainability, and uncompromising quality.
The Services We Offer
Curated Suppliers
We partner with sustainable, conscious producers, with a focus on female-led businesses. Our diverse product categories include:
- Home & Office: From pillow cases to everyday work essentials
- Beauty & Wellness: Skincare, cosmetics, and wellness products
- Accessories: Bags, shoes, and jewelry
Tailored Solutions for Your Needs
We help you choose the perfect products for:
- Corporate gifts, in-room amenities, and loyalty programs
- Retail and gift shop resale, from luxury to high-volume items
- Commercial supplies for offices, spas, and more
- Consulting services for environmental design and aesthetics
What We Do
What We Do
At WhatWeCherish, we connect a diverse range of national and international customers with curated African brands and artisans. Our mission is to empower communities through ethical consumerism while preserving cultural heritage. By supporting sustainable practices, we uplift communities, advocate for gender equality, and celebrate the craftsmanship of traditional artisans.
We carefully select our suppliers based on their positive community impact, serving businesses in retail, hospitality, and interior design. Our offerings include homewares, fabrics, accessories, and beauty products across various categories.
Beyond providing exceptional products, we collaborate with our customers to create custom-made items tailored to their unique needs and brand identity.
What We Value
At WhatWeCherish, we champion mindful consumerism by curating brands that align with our core values. We are dedicated to promoting African craftsmanship that celebrates heritage, skills, and culture through exceptional design.
Our guiding values include:
- Integrity: Upholding honesty in every aspect of our business.
- Respect: Nurturing our people and communities with care and passion.
- Innovation: Embracing purposeful design and creativity with joy.
- Excellence: Achieving success through sustainable practices and profitability.
- Sustainability: Committed to environmental stewardship and responsible practices.
We are especially passionate about empowering women and showcasing women-led businesses. Transparency and sustainability are at the heart of our mission.
Where We're From
WhatWeCherish was founded by Melaney Oldenhof, a creative director with a decade of experience as a consultant and fashion stylist in New York City. Melaney recognized a gap in the online marketplace for well-curated selections that blend passion, flair, and a commitment to sustainability and equality, particularly in the luxury lifestyle space.
This realization inspired her to create WhatWeCherish, a platform that celebrates Africa’s sustainable luxury products—items designed to be cherished in both home and heart.
Our mission is to showcase the art, talent, and inspiring stories of African designers, highlighting the beauty of the handmade goods they create.
“We want Africa’s sustainable luxury design to take its rightful place in the world’s creative economy.”
Sustainable & Positive Curation
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.