ED pushes scarves' sales

HARARE - CHJAA Enterprises, creators of the Zim Rocks scarves which President Emmerson Mnangagwa and his officials have been wearing since the Davos trip have sold almost 1 000 scarves since the trip.

Celia Rukato, who founded the brand said they have been receiving 10 times the attention they had been getting after Mnangagwa wore it.

“We have been getting a lot of attention and our social media sites have been getting a loty of attention.

“In the past three weeks we have sold over 700 scarves, while we used to sell about a 100 a year,” Rukato told the Daily News.

“We have even reduced their price to $12 from $15 because we have been able to bargain for lower production costs. This is because we want to make them accessible to everybody. At the moment we do not have a shop but we are available online where orders are made and we take three days.”

“The idea was not to have a representation of the flag but the national colours, that is why you see the colour line up might not be a copy of the flag. That’s why the bases of the scarves are different.”

Rukato said the introduction of the scarves to the Zimbabwe government was informal and that they dropped of the scarves together with other things with the Foreign Affairs ministry

The 27-year-old said the scarf was inspired by the need to create something for the Zimbabwean identity.

“My mother and I came up with the designs and we took them to graphic designers to bring life to the idea. We started this after noticing that the South African cricket team always had something that would identify them with their country other than the blazer and kit,” she said.

“The scarf was an experiment to see what would make people identify that someone is from Zimbabwe.

“It has been around since 2014 and was mostly at the departure shop at the airport. We placed it there mostly because the shopkeeper said tourists wanted something that would remind them of Zimbabwe at the last minute.

“We have different models of the scarf and the one the President was wearing was actually created some two years ago.

“The build-up to Davos was all over the news and we decided to use the opportunity. The scarves are for everyone, they are not high end or for the rich. We want to make them as accessible to people as possible.”

Apart from the scarves, Chjaa does fabric printing and custom-made clothes.

“My idea was to look for a Zimbabwe dress or fabric…something that people would identify as authentically Zimbabwean. Currently, we have what we call the Chevron design which features small Zimbabwe bird designs on the fabric,” she told the Daily News earlier.

Her first career path was in finance and economics but her passion for fashion saw her relocating back to her country of birth in 2016 to start her brand Chjaa Enterprises.

    Comments (1)

    You write a post about a person who is selling clothes and u do not put his/her contact details .what kind ?Where can we get the items and from which website can we find the items .Come on really !

    victor - 19 February 2018

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