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For SHERENE MELINDA, the buzz of Africa Fashion Week London hasn’t worn off, even after several weeks have passed since the show finished. Keeping the excitement alive for us has been thanks to all the positive responses and feedback we’ve received from show organisers, attendees, fellow designers and journalists.
Each new week brings about fresh articles to read and more compliments to hear. One of the biggest surprises came when SHERENE MELINDA was officially announced by AFWL as the winner of the best looking stand.
In their own words, AFWL believe our stand symbolised all that they like to see at the show. They were amazed by how we managed to utilise a small space so effectively and display our handbags in an alluring way. They also appreciated the role creative director Sherene Robson played in representing AFWL in the preceding week on Sky channel Ben; taking her seat at the panel of The Pauline Long Show. They admired her for being a new exhibitor at AFWL and managing a catwalk show, where male model Emeka stunned the audience as he paraded our newest designs down the runway.
The prize for winning this competition is a guaranteed spot at next year’s AFWL show with a complimentary exhibition stall. Winning this was the perfect way to say goodbye to AFWL (for this year at least!).
Remember to follow AFWL on social media for all the latest news in the lead up to next year’s show:
Since the show we have garnered a lot of attention from bloggers, journalists, and everyone with a taste for African-inspired fashion. During AFWL, creative director Sherene Robson was approached by a friendly journalist looking to interview her, and learn more about the inspiration behind the SHERENE MELINDA brand.
On the 2nd September, we had the pleasure of reading the finished article. which represented us in such a positive light. They described Sherene as a woman with a unique perspective on bag design coupled with a strong commercial head and desire to succeed.
We absolutely loved reading the article and so did the fans of Africa Fashion, the online website dedicated to celebrating the diversity of African culture and fashion. They posted it to their Facebook page, where it collected over 500 likes in just under two days, an overwhelming response!
You can read the full article and hear what Sherene had to say by clicking here.
It doesn’t stop there; every day we discover more from avid bloggers, journalists and admirers of African-inspired fashion and the SHERENE MELINDA brand.
Blogger and fashion addict Amelia writes:
‘Sherene Melinda, bag designer, 'brought it' with spectacular ladies' handbags. The models wore fringed white cloths to emphasise the handbags that they were modelling. As I'm a handbag addict, I captured all handbags showcased on the runway. The best bit was the male model that had several bags draped on him. The ladies gasped for air. Hmmm.’
Fashion Boutique JZD said the following:
‘We stumbled across a new brand we just couldn’t resist. Sherene Melinda’s bags are truly to die for…A luxury handcrafted range of leather bags in sensational shades and texture. It was love at first sight.
AFWL 2015 was a great experience, and to have such a grand level of positivity directed towards our role in the show and our brand following the show’s conclusion is encouraging. We are looking forward to taking part in Africa Fashion Week London 2016. We have several shows booked for this November and will be launching our newest collection in the lead up to Christmas, so please feel free to follow us on social media by clicking the links below to stay up-to-date with all the news from SHERENE MELINDA.
Photography Credit:
Ralf Ehrhardt & Ionna Mitroi
The festive season begins 28th November at Presents Galore Christmas Fair. Visit the SHERENE MELINDA stand to explore our vibrant collection of British luxury accessories featuring ethical hair-on-hide leather, handprinted silk scarves, and eco-friendly sneakers. Shop with purpose – all ticket sales support Cambridge Children’s Hospital and local charities.
The day the first Sherene Melinda Silk Twill Scarves launched was a true milestone—one I'd worked toward through months of experimentation, setbacks, and small victories. The initial collection featured three carefully selected base colours, each the product of weeks of deliberation, testing, and refinement until they felt exactly right. Every scarf was hand-printed by me in the studio, a process that ensured each piece carried its own individual character and the small, beautiful imperfections that only handcrafting can bestow. Just as with our signature handbags, each scarf possesses a personality of its own, revealed through the interplay of colour, pattern, and subtle texture variations. This unwavering commitment to uniqueness and craftsmanship lies at the very heart of the brand's philosophy—celebrating individuality, creativity, and honouring the human touch behind every product we create.
Summer feels long behind us, and as the festive season unfolds, it’s that time of year when creativity and craftsmanship take centre stage. The Spirit of Christmas Fair remains one of London’s best-loved seasonal showcases — a place where individuality, story-driven design, and thoughtful gifting shine.
