PRESS RELEASE: The story of SHERENE MELINDA and their journey to AFWL 2015

July 30, 2015

Sherene Melinda Ella Tote Springbok Handbags - Africa Fashion Week LONDON

SHERENE MELINDA is a London-based designer handbag brand with a vibrant and sophisticated yet playful South African-inspired style. Their current collection of authentic springbok hair-on-hide handbags is offered in a varied range of eye-catching textures and shades. Every luxurious handbag is designed with the vision of making a statement and bringing a lifetime of use.

The story of this brand began over two years ago after owner and creative director Sherene Robson made the move back from the rolling green hills of KwaZulu-Natal to the busy streets of London in the search for a new adventure. With much soul-searching Sherene decided to make handbags the focus of her attention, and bring her African inspiration to the streets of London through her unique designs.

Sherene's says; ‘I have a great love of many things. For both the old and the new, those items that you can touch and admire, but also the intangible spirit of the young and the wise of the old. I especially love those that make me laugh. I appreciate good design, both of beautiful old things; cities, buildings, cars, furniture, gadgets, clothes, accessories. But also of the new; I love technology and all it has to offer. I love South Africa because it is filled with raw beauty and is the place that I developed a respect for good design and quality, a mixture of architecture, wood, leathers and an appreciation of the vibrant African style. SHERENE MELINDA is a brand of handbags that reflect all the things I love. I hope that you will love it too’.

Sherene knew that her business acumen would not be enough to see the brand idea through. There is maths, science, art and technology behind creating and designing a handbag; it is a process that requires time and skill. It is for these reasons she went back to school to learn important design and construction techniques and vital lessons that would later shape her beautiful handbags.

Sherene then began developing her range of handbags. Initially this was a collection of three styles; the crossbody bag, the clutch bag and the tote bag. This collection later became four with the addition of the Haupt Bag. These one-of-a-kind handbags were all designed to combine the brand’s South African heritage with the promise that they are as functional as they are stylish. Motivated by the issues the designer experienced in leading a busy life, she and the brand are passionate about creating functional handbags with a contemporary and glamorous twist suitable for London life.

The handbags are rapidly gaining attention from both the fashion world and consumers for their distinctive, useful and luxurious nature. The brand has already been featured in British Vogue, Tatler Magazine, and Elle South Africa.

The SHERENE MELINDA brand is committed to creating fashion design that makes a statement and reflects the inner vibrancy of every individual. They are now pleased to announce that they will be exhibiting their newest collection of arm-candy, a range of time-honoured totes and classic clutches, at this year’s Africa Fashion Week London. The new collection is made using the brand’s signature springbok hair-on-hide, complimented with the most irresistible soft leather. It is offered in a range of striking colours, from contemporary blacks and browns to vivacious yellows and pinks. Visit either Stand 30 or the 1PM Saturday Catwalk Show for your chance to see the latest show-stopping collection from this up and coming South African-inspired brand.

You can follow SHERENE MELINDA on social media (@sherenemelinda) or visit the website at where the handbags are available for purchase online.

All trade enquiries welcome. Click here for more information.

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