Brand Tone

Inspirational, Authentic, and Passionate

Brand Values

• •Female Empowerment
• •Sustainability
• •Artisanal Quality
• •Ethical Employment
• •Community

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Whether it's a social media post or a product description, start with the story of empowerment or sustainability before detailing the product's features.
• •Champion the Artisans: Use their names, share their stories, and feature their photos. This authenticates the brand's claims of empowerment and turns abstract values into human connection.
• •Use Evocative, Sensory Language: Describe the products with passion. Use words like "radiant," "meticulously crafted," "soulful," and "transformed" to convey the quality and the story behind each piece.
• •Emphasize "Handmade" and "Recycled": Consistently use terms like "handcrafted," "artisanal," "upcycled," and "sustainably sourced." This reinforces the brand's key differentiators and values.
• •Maintain a Personal and Accessible Tone: Even as a luxury brand, the tone should remain warm and inviting. Encourage conversations, ask questions in social media captions, and make it easy for customers to inquire about custom pieces to reflect the brand's personalized service.

Social Perception

Katundu Likoma is perceived as a leading and genuine social enterprise. Its products are seen as 'conversational pieces' imbued with soul and a powerful story of transformation. The brand is viewed as a force for positive change on Likoma Island, turning waste into economic and social opportunity.

Copy Examples

• •Meet Catherine. When she joined us in 2006, she was a single mother of six. Today, she is the leader of our beading department and an inspiration to us all. Every bead she threads is a testament to her strength and artistry. When you bring a Katundu piece into your home, you bring a story of empowerment with it. #KatunduLikoma #WomenEmpowerment #HandmadeWithLove
• •From discarded bottles on the shores of Lake Malawi to a radiant centerpiece in your home. Our Tumbled Glass Chandelier is a story of transformation, handcrafted by our artisans who see beauty where others see waste. Each smooth, sea-glass-like piece is hand-strung, creating a magnificent cascade of light and shadow. Illuminate your space with a piece that truly matters.
• •Decorate consciously. At Katundu Likoma, we don't just make luxury lighting and textiles; we build futures. Every purchase supports our 32 artisans on Likoma Island, empowering women and their communities through fair, sustainable employment. Choose design that makes a difference.
• •Katundu means 'goods' or 'possessions.' For us, it means so much more. It's the pride of a woman providing for her family. It's the beauty of a reclaimed bottle turned into art. It's the strength of a community working together. We are a socially conscious workshop where handmade African quality meets contemporary design. Welcome to our story.
• •New Arrivals: Stories of Hope, Woven in Light This month, we are thrilled to introduce our new collection inspired by the urban environments of Africa. Fusing industrial elements like bicycle cogs with our signature tumbled glass, these pieces tell a new story of resilience and creativity. Discover the collection and the artisans who brought it to life.