In our newest column, Branding Diaries, we talk to inspiring brand owners who let us in on their personal journeys and the stories behind their brands. They're sharing their intimate stories, revealing the inspirations, challenges, and secrets behind their brand's success.

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This week, we spoke with Justine Kwezi, the creative force behind KWEZI, a brand born out of the isolation of university life during the COVID-19 pandemic. Justine turned her solitude into a powerful journey of self-discovery and community-building through fashion. Her brand, which started as a personal passion project, has evolved into a thriving community.

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What inspired you to create your brand?

I started planning my brand in my first year of university. As a COVID student, it was extremely lonely. I had a lot of time for self-reflection. Everything felt new and disorienting, and the things that used to excite me just didn’t anymore. Fashion became my passion by accident; it was the only thing that made me feel connected to myself and gave me control. I realised my style in 2020 was heavily influenced by social media, and I wanted to reclaim my personal power.

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Through my brand, I wanted to create a community of style-conscious individuals. The community my brand created made feeling lost less lonely and felt like a journey we were taking together.

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And how has it evolved since its inception?

Our brand has evolved so much. Initially, we focused on timeless staple wear with a bit of edge. However, I soon realised this approach didn't effectively translate my message. I was trying to make everyday staples unique, but it felt restrictive and didn't resonate with me. I wanted to create clothing for a range of people, and I knew my message needed to evolve. That's when we came up with KWEZI's three-adjective concept: fashion to evoke feeling.

Our customers choose how they want to feel using three descriptive adjectives: sexy, elegant, and impactful. This gives them the freedom to interpret these feelings through colours, silhouettes, and materials. Each piece now comes with three adjectives, and our customers love it.

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‍What’s a key challenge you faced while building your brand and how did you overcome it?

My first manufacturer. Working with an overseas manufacturer is a challenge of its own—the language barrier, building trust, sample costs, and shipping expenses. Although the sample they made was good, when I received the bulk order, it didn't meet my expectations. This was my first major loss. The only way to overcome it, was to invest more to fix the problems and discount the items, meaning I didn’t make a profit.

While waiting for more revenue, I focused on building my audience with our weekly blog, "Sexy, Elegant, Impactful," creating more samples, testing new suppliers, and developing a new marketing strategy. This mistake ultimately made me stronger, and those dresses still sell today because of our small but solid community.

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What is the one thing you wish you’d known about running a business before you started?

That it’s not easy! It’s not overnight and it takes all you’ve got. You have to show up every day. No one will keep you accountable; you have to be okay with minimal support and feeling exposed. You will feel overwhelmed, but don’t be disheartened. You don’t have to sacrifice everything, but you do have to sacrifice something.

People won’t just buy from you because your product is nice. What is your product offering them? For Kwezi, we offer a feeling, and I wish I had known that sooner—my marketing would’ve been so much stronger. Sorry, that’s more than one thing, but these are the things that ring in my head every day.

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Has your online presence influenced the trajectory of your brand? How?

Yes! Our first mini boom was on TikTok and it came as soon as I started to build my personal brand. I posted a birthday dress I had made with no intention to sell, and suddenly, a community of girls were in my DMs and commenting on my posts, wanting to buy it. It took a year and a half, but it finally clicked—people want to buy from people. They don’t just want to be told about a product; they want to see how you look and feel about it. Social media is perfect for that, allowing us to showcase our products in videos, not just photos. The brand grew more than it had since its launch. We went from having almost no community to a small, loyal one.

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I'm extremely grateful because, for me, it’s not about size; I wanted Kwezi to be a safe space for people to grow in and shop again.

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How do you envision the future of your brand, what goal are you working towards?

A wider product range, more frequent releases, and a bigger community, for sure. The goal is to not only grow our community but also expand our team to ensure we’re always doing our best. I aim for steady year-on-year growth and trust that one day we can offer an in-person experience, whether that’s through a store, a stockist, or a runway.

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A brand/product you can’t live without?

Our Daring, Sexy, Feminine Camille Dress in Black, I reach for her whenever I have something important to attend and have no idea what to wear. From date night to evening events, a black dress is always safe!

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How do you maintain a work-life balance while managing your brand?

It’s okay not to have perfect balance. I prioritise work when it's time for work. I often go months working intensely but always have something to look forward to, like a holiday, a party, or a break. I try to take one evening a week to socialise with friends or family and finish most of my work before 7 pm. I take solo cinema dates. Last year, I took up tennis, which allows me to focus on something else for an hour. I feel like I can take a real break when the brand is where I envision it to be, so I’m okay with the balance leaning more towards work for now.

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Where do you find inspiration for your work?

I find inspiration in 90s sitcoms, every single girl, and New York-based rom-com movies ever made. I love looking at old runway lookbooks and my mum and grandma’s outfits from the 80s and 90s. Music also inspires me; listening to pain and happiness translated through music sparks my creativity. Lastly, my own life experiences and challenges play a big role. Our Sexy, Elegant, Impactful Justine Dress in Purple was a love letter to myself after a period of significant change. The asymmetric fabric, the mix of comforting material and shiny satin, and the design reflecting both modesty and boldness—all of it encapsulated what I was experiencing at the time.

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A book, podcast, or TV show you can’t stop recommending?

Sex and the City! It's my comfort show and features four amazing women who completely changed my life in my 20s. There's so much to learn from the show aside from the sex. Their different personalities are brilliantly translated through their fashion. Four women I would love to see in KWEZI!

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What does your morning routine look like, and how does it set your tone for the day!

I wake up most days at 5 am and start with a prayer; speaking to God and expressing gratitude brings me peace. I avoid going straight to my phone. Then, I head to the gym, enjoying the fresh air and direct sunlight, which are essential for a good day. After an hour workout, I come home, have a tea, and start work. My morning routine is crucial; it gives me a sense of control, especially when I have an overwhelming week. Focusing on my morning routine helps me manage what I can control.

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If you could have dinner with any celebrity or public figure, who would it be and why?

Kim Kardashian. She inspires me. I’d love to know how she stays driven during adversity and how she has become so many things to so many different people. I’ve learned a lot about fashion design by following her journey. I admire how she is a pillar in her huge family, and I feel like I am one in mine too. We would have a great conversation about it all!

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