From Iowa to International Markets

In Richmond, Virginia, a Kenyan-American couple is forging a unique connection between Kenyan craftsmanship and the American luxury consumer. Rosemary and Luke McClure, the founders of 'A Touch of Kenya', have established a thriving business that sources and sells high-end, authentic Kenyan-made leather bags, beaded jewellery, and brass accessories. Their journey began not in a bustling Nairobi market, but at the University of Iowa Hospitals and Clinics in 2011, where Rosemary, a Kenyan healthcare professional, met Luke, a former US Army officer. This partnership, rooted in shared values, evolved from marriage into a cross-continental business venture.

A Vision for Kenyan Luxury

During his military service and subsequent visits to Kenya with Rosemary, Luke was captivated by the quality of local craftsmanship. He observed a vibrant luxury industry producing goods that could rival international brands, yet remained largely unknown in the United States. "You do not see the luxury side of Africa unless you travel," Luke stated in a previous interview. "I remember walking through Village Market and Westgate Mall in Nairobi and being amazed at what Kenyan artisans were creating." The realisation that European tourists readily purchased these items, while American consumers were largely unaware of their existence, sparked the central idea for their business: to bridge this gap and build a brand that celebrated Kenyan artistry.

Building a Transatlantic Bridge

The McClures started their venture by personally sourcing products during their trips to Kenya, focusing on items that showcased superior design and quality. What began as a two-person operation has since expanded significantly. Luke manages logistics, marketing, and retail in the US, while Rosemary oversees product sourcing and coordinates with a growing network of artisans in Nairobi. The company now employs full-time bag designers and a sales manager in Kenya, ensuring a direct and sustainable link to the creators. "The talent in Kenya is endless," Rosemary has proudly stated. Their business model is built on direct impact, ensuring that the artisans—from beaders in Kibera to brass workers in Kariokor—benefit directly from each sale. This approach not only provides livelihoods but also aims to shift global perceptions. "We want people to associate luxury and craftsmanship with Kenya," Luke explained.

Tapping into the Global Luxury Market

The McClures' venture taps into a robust and growing global luxury market. The luxury cosmetics sector alone was valued at over USD 54 billion in 2024 and is projected to reach nearly USD 80 billion by 2033. This growth is driven by rising disposable incomes and a consumer trend towards premium, high-quality products. While 'A Touch of Kenya' focuses on accessories, the underlying market dynamics are similar. There is a significant demand for products with a unique story, ethical sourcing, and demonstrable quality—hallmarks of the McClures' brand. Their target audience in the US is diverse, including African Americans connecting with their heritage, Kenyans in the diaspora proud of homegrown quality, and discerning consumers who value unique, handmade goods.

Challenges and the Diaspora's Role

The journey of building a luxury brand from the ground up, especially one spanning continents, is not without its challenges. Establishing consistent quality control, managing international logistics, and penetrating a competitive US market requires significant investment and strategic planning. However, the success of entrepreneurs like the McClures, and others such as Suzie Wokabi who founded Kenya's first cosmetics brand SuzieBeauty after a career in the US, highlights a powerful trend of the Kenyan diaspora leveraging their international experience to create value back home. These ventures not only generate economic opportunities but also act as cultural ambassadors, reshaping how the world views Kenyan products and innovation. By creating a direct link between artisan and consumer, 'A Touch of Kenya' is not just selling products; it is exporting a story of quality, heritage, and entrepreneurial spirit from Nairobi to the world. Their work provides an inspirational model for how Kenyan brands can compete and succeed on an international stage.