About Us
Safi unlocks opportunities.
SAFI, pronounced SA-FI, means “key” in Ewe, a native Ghanaian language.
Who We Are
Safi was founded from a deep appreciation for Africa’s rich craft traditions and the communities who have carried them forward across generations. Our aim is to create thoughtful pathways for this work to be seen, valued and sustained, while helping skilled makers build lasting opportunities through their craft.
We are a design-led home and lifestyle brand creating pieces that bring traditional craftsmanship into a contemporary setting. Working closely with artisans, we explore form, colour, texture and function while staying connected to the materials and techniques that give each piece its character.
For us, craft is living knowledge. It is shaped by place, experience and generations of skill, then interpreted in new ways by each maker. We see design as a way to honour that knowledge while allowing it to evolve. Our collections are developed through close collaboration.
Our Story
“Safi aims to bring African handmade excellence into everyday spaces, connecting global audiences with soulful, sustainable design.”
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2019 The beginning of Safi
Safi began with a desire to create greater visibility for African craft and to connect skilled makers and their work with a wider audience.
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2021 Creating a space for craft
We opened the Safi Experience Centre in Accra, Ghana; a place where people could engage more closely with craft through hands-on batik and tie-dye workshops.
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2022 Expanding our reach
We introduced our direct-to-customer marketplace and the Safi Craft Kit, opening new pathways for artisans, and began working with partners across North America, Europe and Australia.
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Today A new chapter in design
Safi continues to evolve as a design-led home and lifestyle brand rooted in African craft, reaching customers, retailers, designers and businesses through retail, wholesale and design trade.
Mission
Our mission is to celebrate African craft through thoughtful design, creating beautiful objects that carry culture forward while creating meaningful value for the people who make them.
What We Stand For
Our name reflects our values.
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Sustainability
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Agility
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Fairness
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Integrity
How We Work
Craft, design and the people behind every piece.
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The Power of Crafts
As the second largest employer after agriculture in Africa, the crafts industry allows millions of underprivileged people to own successful businesses. Passed on from generation to generation, crafts have the power to evoke thoughts of exotic and faraway places. With the ever-growing demand for handmade crafts, there is hope that these artisans will be able to earn a sustainable income and provide for their families.
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Design
Our design approach is rooted in the belief that traditional craft can evolve while remaining true to the techniques and materials that give it meaning. We work closely with our artisans to explore new forms, proportions, patterns and colour combinations, creating pieces that feel both timeless and contemporary. Many of our designs begin with familiar woven shapes and are gradually reimagined into more sculptural, expressive objects for modern interiors. We are especially drawn to organic silhouettes, natural textures and subtle irregularities that celebrate the handmade process. Rather than striving for uniformity, we embrace the character of each piece and the individuality of the hands that created it.
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People
Behind every Safi piece are skilled hands, years of experience and a deep knowledge of craft. We work closely with artisans whose techniques have been learned, practiced and passed down over generations. Each maker brings their own perspective, rhythm and character to the pieces they create, which is why no two handmade pieces are ever exactly the same. Our relationships with our makers are built on collaboration and respect. We value their knowledge of the materials and techniques just as much as we bring our own ideas around form, colour and contemporary design. As Safi grows, we want the people behind our pieces to grow with us, creating consistent opportunities for their work, building long-term partnerships and introducing their craftsmanship to homes and spaces around the world.
Our Partners
We’re grateful to the organizations that have supported Safi and the artisans we work with.
Work with Safi
Whether you’re a retailer, an interior designer or a business sourcing artisan-made pieces, we’d love to create something together.