Eswatini’s next-gen entrepreneurs are reimagining tradition for global markets
Eswatini’s artisanal sector is undergoing a transformation, led by a new generation of youth blending tradition with bold innovation. Backed by initiatives like the Future Icons programme and the EU and ITC, these creatives are scaling their passions into globally-minded, purpose-driven businesses.
Eswatini’s artisanal sector is entering a new era shaped by youth, innovation, and a bold reimagining of cultural heritage. From handmade jewellery crafted with upcycled materials to gourmet ice cream infused with indigenous flavours, a new wave of entrepreneurs is breathing life into the country’s craft, food, and fashion landscape.
These young creatives are not only modernizing local traditions but also eyeing regional and international markets. Under the EU–SADC Economic Partnership Agreement (EPA), Eswatini has E2.11 billion ($114 million) in untapped potential to export goods to the EU – duty-free and quota-free. A new generation is ready to seize that opportunity.
Among them is Phila Nkambule, founder of Indigenous Africana, a fashion brand merging Swazi heritage with contemporary design. ‘We represent the fashion side of Eswatini, telling local stories through art,’ he says. ‘Each piece draws from traditional techniques – passed down from our head designer’s grandmother – but reimagined in a contemporary style for today’s generation.’
To help fuel this movement, the International Trade Centre (ITC), the European Union (EU), and local partner House on Fire have launched the 2025 cohort of the Future Icons programme. The initiative is part of the EU-funded programme called Eswatini: Promoting Growth through Competitive Alliances. It supports promising small businesses through mentorship, branding, and export training.
For Benanile Maphanga, founder of Benanial, member of Future Icons’ 2024 cohort, the experience was transforming. ‘We’ve gone from concept to brand. Sales have increased, and we’re preparing to scale with new equipment. This isn’t just growth – it’s opportunity.’
The 2025 Future Icons cohort included a variety of entrepreneurs from across Eswatini’s up-and-coming artisan landscape, such as Craft Avenue’s Tasnim Da Cunha, whose handmade beaded accessories champion quality and sustainability. Food innovation was also strong, with Let’s Eat Eswatini offering artisanal jams and sauces, and Sunkissed bringing local tomato jam to the table. Others, like Ugaxo Couture and Elontweni Crafts, are turning upcycled materials into contemporary jewellery and accessories, blending cultural heritage with modern design.
Entrepreneurs like Samkelisiwe Matsebula of Skye M, who produces natural skincare to boost self-confidence, are equally driven by purpose. ‘I started this brand to help Emaswati embrace their natural skin,’ says Samkelisiwe. ‘Now I’m learning how to take that message to the world.’
As the cohort’s branding mentors Philippa and Sasha Thorne put it: ‘If you have a strong product, it tells your story for you.’
With support from the Future Icons programme, Eswatini’s young entrepreneurs are not only telling that story, but they’re also exporting it.
About the project
The ITC-Alliances for Action programme Eswatini: Promoting growth through competitive alliances, funded by the EU, supports job creation for small farmers, entrepreneurs, and artisans. Eswatini offers the global market unique organic produce, artisan roasted coffee, handmade cultural creations, and gourmet condiment lines.
ITC works closely with smallholder farmers, agro-processors, and artisans in Eswatini to support them in ways that are sustainable and benefit both people and the planet. In this way, ITC fosters and preserves cultural heritage, and draws on artisan skills and concepts of green growth.
Alliances for Action is an ITC initiative that seeks to transform food systems through producer partnerships that cultivate ethical, climate-smart, sustainable agricultural value chains.
