Read Latest Edition

"Take Off with InBound: Tourist Hotspots, Fashion Trends, and More!"

No products in the cart.

Setšong Tea Crafters co-founder Retang Phaahla reflects on winning the Veuve Clicquot Bold Woman Award and building a heritage-led African tea brand.

Home Business Retang Phaahla on Heritage and building Setšong Tea Crafters

Business

Retang Phaahla on Heritage and building Setšong Tea Crafters

383

Temo Mpodi

Winning the 2025 Veuve Clicquot Bold Woman Award marked a defining moment for Retang Phaahla, CEO and co-founder of Setšong Tea Crafters, a female-founded tea brand rooted in the botanical heritage of the Bapedi people in Limpopo.

We spoke to her about indigenous knowledge, building a heritage-led business and creating a globally recognised African brand.

What has your journey been like since winning the Bold Woman Award?

“The award gave me exposure and global recognition. Since then, the business has grown not just in scale, but in clarity of purpose. We’ve strengthened our supply chains and expanded our market reach through new retailers, hospitality channels, tea experiences, and international markets, while still protecting the integrity of our ingredients and processes.”

You said winning meant global recognition of an African story. What has that recognition unlocked for you and your brand?

“It has opened doors that were previously difficult to access. Strategic partnerships and market platforms where African brands are often underrepresented. More importantly, it shifted perceptions. There’s a growing willingness to see indigenous knowledge not as something ‘alternative’ but as something sophisticated, valuable, and globally relevant.”

How does the way you dress reflect the values and storytelling behind Setšong Tea Crafters?

“The way I dress honours where I come from, while reimagining it in a modern context. My style tells a story of continuity rather than nostalgia. It’s about showing that heritage is not something static, it evolves, it adapts, and it belongs in today’s global conversation.”

What have been the most important lessons from scaling a purpose-driven, heritage-led business?

“Scale should never come at the expense of authenticity. When your business is rooted in heritage and community, growth has to be negotiated carefully. You have to ask: who benefits, and who might be left behind? Build systems that protect your values. Purpose alone is not enough; you need structure, governance, and partnerships that reinforce that purpose as you grow.”

What kind of legacy are you hoping to build through your brand?

“I want to build a legacy that repositions African indigenous knowledge as something of immense value, not just culturally, but economically and scientifically.

Locally, that means creating opportunities for communities, preserving ecosystems, and ensuring that the people who hold this knowledge are recognised and fairly compensated.

Globally, I hope Setšong becomes a reference point for how heritage-led brands can operate with integrity while competing at the highest level.”