Aid agencies speak incessantly of sustainable business in Africa. We believe sustainability should represent the bottom end of the bar, not the top. We have to do better than just sustainable; businesses must be profitable. Africa is not a charity case, and we refuse to treat her as such.

Africa is known primarily for corruption, disease and poverty, but that certainly is not her full scope. If we rebrand Africa by showcasing her beauty and excellence, we can certainly improve her image. And if we expect greatness, it might even change the expectations of her people.

"It is the nature of man to rise to greatness if greatness is expected of him." - John Steinbeck

When someone says they have products from Kenya or Guatemala, you envision "arts and crafts" likely to be found at a craft fair or flea market. This sentiment is then solidified with inferior branding in their website, brochures, packaging and so on. You do not envision exceptional quality, much less sales at Bloomingdales or red carpet appearances.

Conversely, when you purchase a product from Gucci or Prada, you expect it will be quality, unique and exclusive. You expect your social status to rise a few points when someone notices the label. Why? Because their products truly are quality and they have earned the respect of the masses. People know what they are getting when they purchase these brands; quality and prestige.

KEZA is a brand that can be trusted; one that is modern, sleek and avant garde. Our products contain the touch of humanity; the stories and dreams of empowered women from around the world. Consequently KEZA possesses the additional element of being ethically sound.

People want others to know they buy quality products. It's a status symbol. That's why big brands sell so well. People want others to know they have done a good thing. It's a status symbol. That's why they put Compassion International cards on their refrigerator to indicate that they are supporting a child in need. KEZA exemplifies both of these elements and therefore represents a new status symbol; one of quality, prestige, dignity, humanity and virtuosity.

This is the essence of the KEZA brand. It's what the consumer world is craving and KEZA is channeling that craving into a powerful tool for developing nations.