BRAND AND IDENITIY

Pinaman Owusu-Banahene is the founder and CEO of ADJOAA, a curated multi-brand, online marketplace for premium, sustainable fashion and lifestyle brands by African and African-diaspora designers. She was named one of 15 retail and e-commerce entrepreneurs to watch in 2022 by the Great British Entrepreneur Awards and founded and led the Africa Fashion Festival New Zealand from 2014 to 2017.

MISSION AND VISION

Her start-up, ADJOAA, was publicly launched in November 2021, and aims ‘’to connect discerning and conscientious consumers to unique, hard-to-find, sustainably made, limited-run products by African and Black designers at accessible price points”. ADJOAA now presents around 17,000 products from over 100 emerging and established sustainable designers in 25 countries across the African continent and the diaspora. Pinaman says it’s rewarding to see young brands connect with new customers across the globe.