Untapped Creatives launches retail partnership with Selfridges to promote Black-owned British brands
New company Untapped Creatives, which supports Black-owned British brands in finding retail partners, have revealed a new partnership with Selfridges
‘We’ve been aware for some time that there is an abundance of Black creativity in the UK, however Black creatives are very much underrepresented within luxury retail and can face barriers in reaching platforms with wider audiences,’ Funmi Scott, MD and founder of Untapped Creatives tells us.
The company aims to change that by supporting Black-owned luxury brands, including jewellers, in gaining access to retail partners. By bringing these brands to the attention of buyers, Untapped Creatives also create a better shopping experience for consumers. Scott adds: ‘We also need to raise awareness and affect change around the lack of start-up funding available, plus shift the inaccurate assumption, of some, that Black-owned brands are not considered as premium. Above all, we want the beauty and luxury of African craftsmanship to be seen, appreciated and widely enjoyed. Our Afro-Luxe Concept partnership with Selfridges is exciting as it captures all of Untapped Creatives’ key aims.’
The jewellers making their retail debut at Selfridges include Rokus, whose sculptural, Africa-inspired pieces were worn by Beyoncé in last year’s visual album Black is King. Chalk Jewellery, run by practicing architect and jewellery designer Malaika Carr, puts the focus on sustainability for her jewels crafted by hand using sustainable woods and recycled acrylics. Moyo, from BiBi founder Bibi Ahmed, makes pieces in the UK and Kenya using traditional African beading methods.
‘Myself and the Untapped Creative curation team are drawn to jewellers that redefine luxury in elegant and innovative ways by drawing inspiration from the wealth of their heritage,’ says Scott. ‘Be it the sharp architectural lines of Chalk Jewellery inspired by her Caribbean heritage, the intricate Kenyan beading work of Moyo by Bibi or the sculptural gold pieces of Rokus which pay homage to her Fulani tribe.’ §