INTERVIEW: Read About NENE YAYA The Fashion Brand That Has Dominate Senegal With Her Handbags

In the world of luxury leather goods, NENE YAYA stands out for its artisanal know-how and the quality of its materials. Founded by Marième and Nene Gaye, two sisters passionate about luxury leather goods since childhood, the brand embodies excellence and authenticity through high-end fashion accessories.

For years, our compatriots have succumbed to the charms of Western high-end leather goods designers before Nene Yaya presented them with high-quality products showcasing the know-how of our local artisans. The two sisters, passionate about fashion since their early childhood, had difficulty finding accessories that suited them. So, they decided to create their own line of luxury fashion accessories, and that is how NENE YAYA was born. The name of the brand is derived from the first name “Néné” and the nickname “Yaya” of the second sister, Nene Gaye.

Their respective experiences in the luxury, marketing, and finance sectors, combined with the entrepreneurial spirit inherited from their mother who was both an entrepreneur and a biology professor, along with their love for fashion, made the journey more passionate than arduous for them.

1
FashionGHANA: Hello Nene Yaya, how are you, to stated off with kindly let us know What inspired you to begin making bags?

NENE YAYA: We started making bags with the aim of showcasing the know-how of Senegalese artisans and demonstrating that Senegalese craftsmanship can compete with and surpass others.

2
FashionGHANA: What makes your bags different from other bags?

NENE YAYA: Even without the logo, people will recognize our bags by their unique design. Our bags are beautiful inside and out, and we pride ourselves on the materials used to make the bags, the high-end finishes, the attention to detail, and the uniqueness of the bag shapes. All are handmade with love by local artisans.

3
FashionGHANA: Your bags are very versatile yet well-designed and high-quality. What design process does your team go through when creating bags?

NENE YAYA: We have a team made up of two craftsman leaders who, in turn, have subordinates to facilitate the work. Nene, one of the sisters and co-founder of the brand, is the designer. She is responsible for drawing the models and then gives them to her sister Marième, who manages the composition of the different leathers for the bag. They finally sit down with the craftsmen to explain the details of making the bag.

4
FashionGHANA: How does Senegalese culture play into your designs?

NENE YAYA: Our culture has a significant impact on our designs. The majority of our collections are appreciated, and our experience is reflected in our models. We include Senegalese culture in all our collections. For example:
– The “Jeux de Dames,” a very popular social game played from a young age within families and among friends.
– The “Seurou Deunk,” our interpretation of the loincloth, which is very important in Senegalese culture and accompanies us through all stages of life, from birth and naming ceremonies to marriage and beyond.
– The “Sunugal (Senegal) Collection,” where the bag had wave shapes reflecting Dakar’s surrounding waters. This collection was unique and combined the craftsmanship of our artisans with art, symbolized by paintings of Senegalese heritage on the bags.

5
FashionGHANA: Are most of your clients in Africa or in the West?

NENE YAYA: The majority are in Africa, but we have a good percentage in the diaspora. Africans now know that what they used to admire in Western luxury leather goods/accessories can now be found here in Africa. They are proud and happy to wear Nene Yaya around the world. They particularly love the uniqueness and quality of the bags and receive compliments wherever they travel when they wear NENE YAYA.

6
FashionGHANA: What do you think it will take for Africans to patronize made-in-Africa products the way we do with the West?

NENE YAYA: We just have to believe in ourselves and our skills and know that everything that is done abroad can be done here in Africa, and even better.

7
FashionGHANA: For someone who is new to Nene Yaya, which three bags would you recommend they try out first?

NENE YAYA: First, we recommend the Rama Flap, which is our classic handbag. We have a version of it in each collection. It is an easy-to-wear bag for day, night, and any occasion. Second, we propose the Nefertiti because of its timeless design. This bag can be worn by any age. It is fashionable, chic, and understated. Last but not least, we recommend the OTG (On The Go), which can be worn anywhere. A versatile, medium-sized, contemporary bag that is your perfect travel companion. It’s the only bag you’ll need to bring with you, easily transitioning from a casual day bag to a chic clutch at night.