Merchants on Long

Launched in Cape Town in 2010 to fill a void for boutiques selling African products, South African retailer Hanneli Rupert selected range of artisanal products such as organic parfum soaps by Tammy Frazer, accessories from Ethiopian brand LemLem and sneakers from Cameroon based SAWA, quickly gathered a cult following. In 2012 the young entrepreneur launched her first pop-up store in London based concept store The Shop at Bluebird. South African retailer Hanneli Rupert’s chic, African concept store, Merchants on Long, houses a curated selection of luxury, hand-crafted products and designs sourced entirely from the African continent, as well as designs from her own ethical luxury handbag range Okapi. She has become one of the industry's most compelling advocates for ethical production and sourcing. A dedicated ethical fashion supporter, Rupert’s emphasis on sustainability and fair labour practices is reflected in the production of her handbag range Okapi. Launched in 2008, all elements of the bag are produced in South Africa and entirely traceable from source to end product. All brands stocked at Merchants on Long are vetted for their ethical and sustainable practices.