Tongoro - Excellence, Made in Africa
Meet Sarah Diouf
The Founder and Artistic Director of Tongoro
“As an entrepreneur, you have to have a vision that goes beyond your comfort zone, and mine has always been continental. So with Made in Africa, there is no limit to my expansion anywhere in Africa”
Who is she?
Sarah Diouf is a multitalented creative setting a permanent mark for the Made in Africa fashion brand globally. Born from a panache of African origins, (Central African and Senegalese Mother and a Congolese and Senegalese Father), Sarah Diouf's rich, diverse background and experiences living on the African continent and beyond inform her eye for fashion and is infused in the stories she tells through her designs.
A visual and digital communication specialist, Diouf has expertise in project management and branding. She holds a Master’s degree in Marketing and Communications Management from INSEEC, France.
A Leader
Source: AYO KEYS
In 2009, she launched Ghubar, which means "dust" in Arabic, an Africa-based digital media group that, at the time, had the ambition of promoting the diversity of African and Arabic fashion and art. With Ghubar, she received a UK Media awards nomination, and the year following the launch of Ghubar, she won a Cosmopolitan fashion award. Ghubar partnered with world-renowned brands, including Audi, Nissan, and Reebok, on advertorials, and had reached a consistent and loyal following of over 10,000 readers per issue. In 2015, Diouf switched focus to NOIR, a bi-annual African lifestyle, fashion, and beauty magazine geared towards uplifting and inspiring women of color. By this time, she had garnered a rich following of readers based in Africa, Europe, and North America through the significant accomplishments of Ghubar.
A Doer
By amassing a myriad of experience in the visual branding and communication space, Diouf created space for herself in the fashion industry. In 2016, she launched her fashion brand TONGORO which means "star" in the Sango language spoken in the Central African Republic. Produced in Senegal, TONGORO partners with and trains local tailors and artisans to meet international standards to contribute to retail production advancement in western Africa.
A Gifted Storyteller
Diouf is the founder of ifrenMedia Group, an African media company focused on digital branding and visual production. Under ifrenMedia Group film, Sarah wrote, produced, and narrated MADE IN AFRICA, which celebrates the fourth anniversary of TONGORO. The documentary takes us through the story of TONGORO as we journey with Diouf as she showcases her brand and pays homage to the talented local craftsmen of the continent.
Most importantly, Sarah uses her platform to also shed light on the plight of the Central Africa Republic, to remind us that we must not forget that at the heart of Africa, the pain continues to linger…
“Tongoro means “star” in Sango, which is the language of the Central African Republic, the country where my mother is from. It is the heart of the continent, and it abounds in diamonds. But the country has only known few hours of peace since 1958. The unstable political situation has led it to a chaos, which the whole world turned its back on. So for every single time, I would be asked what Tongoro means, I will be able to pay tribute to the very heart of the Motherland that is still bleeding, yet blossoming through what I believe is my purpose.”
TONGORO has featured in many global fashion magazines, – including but not limited to VOGUE, Marie Claire, Elle, Harper's Bazaar - on news media such as CNN Africa Voices, Forbes Afrique, The Guardian, OkayAfrica, BBC, and many more! The brand's products have also showcased on TV shows, including Insecure, Dynasty, and Queen Sugar. In 2018, Diouf received the ORANGE Group Senegal's first prize winner award, 'Linguere' Digital Challenge for Female Entrepreneurship. TONGORO is also amongst fast company's 50 Most Innovative Companies for 2020.
Numerous international stars have worn her designs, including Burna Boy, Tiwa Savage, Iman, Beyonce, Naomi Campbell, Alicia Keys, to name a few.
“My goal was to solve the equation between local tailoring, African style, mainstream fashion, and global customer base. And the question was, how am I going to cross all of that and come up with something that is new, that is different, that can generate income and create jobs. So, I had to find an angle to tell that story in a way that would resonate with everyone.”
“The vision that I have for TONGORO is truly to be a 360 lifestyle brand that can be embraced by pretty much everyone.”
“Beyond the exposure, the glam, and everything that we associate with fashion, I really want this company to grow to a point where I can positively impact the lives of the people who work with me. Because none of this would be possible without them, and I think fashion is an amazing tool to tell stories, but it can be so much more if we use it as a catalyst for change. And especially for developing countries, in Africa, because it is not an industry yet. ”
As the impact of COVID-19 weans, entrepreneurs and companies alike are forced to reflect on service delivery and the integration of technology to rebuild and sustain their business. For entrepreneurs and creatives such as Sarah, the challenge has only spurred further creativity. On the first issue of TONGORO's digital magazine, MADE, released in June of 2020, which introduces 3D viewing with digital models, Sarah reflects on the future of African fashion.
The integration of AI in different aspects of the fashion supply chain is already a game changer today and a sometimes required asset for investors, but could come as a double edged sword for #TheMadeInAfrica. In design and sales, it is sure a value from securing patterns precision to presenting products or customizing shopping experiences. But in manufacturing, the automatization of the production could take away the job creation, and social and economic growth that can be fostered by human-made clothing, as a path to solve Africa’s youth unemployment. Again, we could think that we’re not there yet, but the pace of change and innovation gets faster everyday, and to know the threat(s) is to get the opportunity to match what works with what is needed, to structure towards financial viability.
Source: Tongoro Magazine
The IGTV teaser for TONGOROLAND, Sarah’s latest campaign, launched on November, 2nd 2020, is described by some as a homecoming. The visual showcase opens its scene with the distinct voice of Baaba Mal against a setting sun and the crashing waves of a sleepy sea. Reminiscent of the traditional “Simb gaindé” (Lion masquerades) ceremonies and festive season, TONGOROLAND intoxicates the air with exhilaration and excitement. Masquerades and drums accompany the models as they strut across with their clothes billowing in the gentle breeze matching the ebb and flow of the ocean’s waves in the backdrop. The teaser video, as intended, captivates and leaves us yearning for more.
“Whatever happens right now, I think I would have shown the world that this is possible, that the Made in Africa is possible. And we might not be perfect, but we have a space where we can improve and master our craft. And eventually when there [are] more companies and brands, and e-commerce that promote the Made in Africa, we win! ”
Answers to the Djellibah Questions:
MADE IN AFRICA sheds some light on Sarah’s perspective on the African continent and her dream for Africa. At Djellibah we like to ask creators what their dream for Africa is. Here is what we’ve been able to glean from Sarah:
“From an African perspective, I think it is very important to integrate that, no matter what, all our aspirations and dreams are more than valid. […] The most exciting part for me in what I do is creating visual stories because they contribute to that narrative of the Africa no one wanted to believe existed for so long. And there is just so much pride in celebrating all cultures.[…] My wish is for all of us, for all generations of Africans, to see what we hold in our hands. Our talent. Our resources. And to do what we have to, to protect it because it is part of who we are.”
Through her process of creating, taking risks, and growth Sarah also shares excellent wisdom that can inspire Young African creators who do not know where to start:
“I think sometimes there are things that we don’t want to do, but those are actually the things that challenge us to grow and expand in that sense. And what I have learned is that, I shouldn’t be afraid to try new things, even if they don’t always stick to my plan. […] The lesson that I took from [that] experience is that we cannot always google, you know, what we are trying to build, because there are definitely some templates that are meant for us to create. […] In everything I do, I try for quality, and I always aim for greatness because I want to produce work that sparks pride and inspires whoever watches. It is never perfect, but it is authentic, and in the end, I think that is all that actually matters.”
We hope you enjoyed this article! Please don’t forget to like, comment, share and subscribe!
