At the intersection of traditional watchmaking expertise and innovative design lies Ledjoy:Ke Nako, a luxury watch brand that embodies resilience, strength, and African excellence.
Ledjoy:Ke Nako was born out of Lethabo ‘Ledjoy’ Ledwaba’s childhood fascination with time. Growing up in Ga-Mashashane, 33-year-old Lethabo’s daily 10-kilometer walk to and from school instilled in her the value of time management and resilience. Years later, she launched Ledjoy:Ke Nako, with a mission to inspire individuals to value time and take action.
“KE NAKO,” meaning “It is time” in Northern Sotho, serves as a rallying cry for Africa to produce high-quality timepieces that reflect the continent’s resilient spirit. Ledjoy timepieces are designed for the modern trailblazer – men who embody leadership, innovation, and a passion for creating positive change.
Ledjoy timepieces made a remarkable debut in October 2022 with an inaugural batch of 250 units. The brand’s unique blend of traditional watchmaking and innovative design resonated with customers, with 70 units sold by December 2022. The entire batch sold out by June 2023, demonstrating strong demand for Ledjoy’s luxury timepieces.
When they started operating in October 2022, Ledjoy:Ke Nako’s management team visited Chief M.M. Mashashane to introduce their brand and show respect for traditional protocol and authority. “As a gesture of respect and to seek the Chief’s blessings, we presented him with a Ledjoy timepiece”, explained the management team. “Following the meeting, the Chief endorsed the brand, leading to a social media buzz and a significant sales surge – 70% of start-up units sold in Mashashane”. This visit showcased Ledjoy:Ke Nako’s commitment to cultural sensitivity and community engagement, yielding tangible business results and setting a positive tone for future growth.
While Ledjoy:Ke Nako hasn’t formed any official partnerships, the brand has teamed up with a select group of South African artists for exclusive social media campaigns.
In a candid admission, Lethabo shared the realities of competing as a small business. “Like every small business, we have had to deal with the challenges of competing with well-established international businesses with a large budget.”
Ledjoy strives for excellence, treating each customer as a unique brand deserving of leadership status. The brand name, inspired by Lethabo’s nickname, represents a deeper concept: being “Led” by Purpose, individuals can attain a joyful tomorrow through resilience and determination.
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