JAMAA Store, a pioneering concept store in Nairobi, has been showcasing luxury designers from Kenya and across Africa since late 2023. The store was created to spotlight the exceptional craftsmanship of African designers, covering clothing, accessories, and footwear. By featuring established brands such as Kiko Romeo, Adele Dejak, Ami Doshi Shah, and Mille Collines, alongside international names like Asha Eleven, Crystal Birch, and Beach Cult, JAMAA offers a curated shopping experience that celebrates creativity, quality, and cultural heritage. The store is expected to welcome Shekudo, a Nigerian-based shoe brand, further expanding its African luxury portfolio.
The concept behind JAMAA is to create a collaborative space where designers can share their talents and provide customers with a diverse selection of high-quality products. Founders and designers alike describe the store as a family-like environment where innovation and heritage coexist. For example, Marc Oliver of Mille Collines emphasized that JAMAA brings together multiple designers who have contributed to the East African fashion landscape, offering newcomers and established brands a platform to thrive. Similarly, Olivia Kennaway of Asha Eleven and Ami Doshi Shah highlighted how the store enables African brands to reach Nairobi’s vibrant market while fostering connections among designers across the continent.
JAMAA’s impact goes beyond retail; it acts as a cultural hub that promotes African luxury fashion while encouraging sustainability and attention to craftsmanship. From elegant garments to statement accessories, each piece tells a story of African identity and contemporary style. The store’s expertly curated environment ensures that visitors experience both innovation and tradition, making JAMAA a unique destination for fashion enthusiasts in Nairobi. By combining collaboration, cultural pride, and commercial opportunity, JAMAA exemplifies how concept stores can redefine fashion retail in Africa.