Hadeda showcases stylish homeware by African designers

Founder Kate Kindersley divides her time between Cape Town and the Cotswolds, allowing her to compile a collection of homeware and fashion to bring to a UK audience

Kate Kindersley, founder of Hadeda
Kate Kindersley, founder of Hadeda

Thanks to Instagram and the ‘shelfie’, we’re increasingly seeking unusual and unique pieces for our homes. Products crafted by artisans are the holy grail that hits this spot, and an array of e-commerce entrepreneurs allow us to shop designs from across the globe – Italy via Artemest, Greece via Themis Z, Burma via Kalinko and Latin America via Maison Numen. Now, the designer- makers of Africa are set to shine, thanks to new e-tailer Hadeda (rhymes with la-di-da).

Hadeda South African lifestyle brand

Style maven Kate Kindersley, who – rather enviably – splits her time between South Africa and the Cotswolds, is the force behind this curated selection of furniture, fashion, tableware and textiles. Raised in London by a Capetonian mother, Kindersley always holidayed in Cape Town and moved there when she was 25. Her expert local knowledge enables her to cherry-pick the ideal pieces for a UK audience. ‘My mum wanted to set up a similar business but never quite got round to it,’ she explains. ‘I bought and sold a collection in my late teens, but creating the business at that time just wasn’t right.’

Hadeda ceramics, from £21
Hadeda ceramics, from £21

Since then, she has studied a KLC interior design course remotely, completed private residential projects, lived in Tanzania with her husband, and had three children. It was when the family moved to England and Kindersley shipped back all their locally bought homewares that she realised the time was right. ‘Everyone was asking where things were from and I just thought: “What am I doing? I’ve just got to do this!”’

Hadeda home textiles and cushions, from £80
Hadeda home textiles and cushions, from £80

She sourced the debut collection in under eight months. Highlights include woven cane pieces from Malawi in the form of large pendant lights, loungers, chairs and oval mirrors; coffee tables made of woven grass and sculptural vases by Madwa; brightly coloured tableware by Clementina Ceramics; and dog leashes and collars by Cape Town pet supplies brand Chommies. This autumn, Kindersley will be opening a permanent by-appointment-only space in Chipping Norton, where she is looking forward to unveiling some mohair rugs and additional fashion find. hadeda.co.uk

This article first appeared in the September 2019 issue of ELLE Decoration

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