Amazement

Today is february 24th. Tonight it has snowed, and it is really cold. You can see my garden this morning.
And the elefant suit is the article which is most reordered by our customers. So it is already selling well in the shops.

This never ceases to amaze me.

The Africa Collection

All LoFff collections have a name, because they are based on an idea, a book, an atmosphere, a picture, etc.

Africa is a continent of which for a very long time, I only had a vague notion. Sure, I knew it was there, but somehow it did not trigger me, did not make me curious. Even though at the age of 12 months apparently I walked my first steps in the south of Africa, on a 3 months visit there with my mother…

Then, a few years back, my favorite niece Marie-Louise decided to move to Kenya, to set up a training school for Kenyan orphan girls. In a three year course they are trained to become qualified homeopathic nurses, sponsored by a variety of European individuals and small companies. After the training, they can go back to their home village, and settle as an independent nurse. If you want to read more about this you can have a look at  www.4kenia.com. The same old principle – it is far more valuable to teach someone how to grow food, than to give him a meal. With the delivery of this collection each shop will get a gift of a small bag filled with beaded bracelets, made by the trainee-girls from the 4Kenia foundation. Who in return will all be getting their driving licenses, courtesy of LoFff. Don't they look sweet?

And then, slowly my eyes and ears opened up to Africa. I found out there was beautiful literature about African women (like ‘The other hand’, or ‘baking cakes in Kigali’), great music is being made, and that there is an enormous economic development going on, especially from young African women. They start up their own import company, fly out to China, and bring back containers with food, fridges, electronic equipment and tools… And despite the enormous bribes they have to pay to get these containers past customs, they still make a profit and start to prosper. Which is what is badly needed, to get this continent with its enormous undeveloped potential moving in the right direction.

And I always enjoy hearing and reading stories about strong and succesful women. Don't you?

So I wanted to share my new awareness of this continent with more people. And since I have created this beautiful platform of LoFff to do this, there it is. The visible parts of the inspiration are elements of Africa that have been there for the past centuries. They are the colors of the big animals there - elephant grey, rhino brown, black and white from the zebra’s, the pattern of the giraffe. And by the way – the elephant has been my favorite animal since I can remember.  And this particular elefant was drawn by my youngest daughter, who is very good at everything to do with animals.

But you will also find the blue from the northern Tuareg and Berber tribes and the river Nile. Then there is the pink from the flamingo’s and the prothea’s, combined with the lush green of the rainforests of central Africa.

And then of course the traditional African colors, (black, white, orange, red, yellow and turquoise) to be found in a huge variety of beadwork. You will find some pictures of this in the book – girls from different tribes, adorned with the most fantastic necklaces and head ornaments in these colors. Because, first of all, Africa is beautiful – and this you will definitely find back in the collection

 

the very first post

For weeks (no, months) I have been thinking about starting a blog. Is it old fashioned? Shouldn't I be twittering? Will anybody be interested? But I have my own answers now (no - no - yes) so there I am.

So many things are happening right now in our company and with our brand, and I am looking for a channel to communicate all this to the world. And also for a channel to get feedback from you, our customer. I give some input too the official LoFff fan site www.iLoveLofff.com, but this here is my private channel.

So - there it is. The official blog site from the one and only designer of LoFff.

I will tell you about what happens here, what makes me think, things that make me happy and sad, about the background of each collection, about my sources of inspiration - and probably a lot of other things, but that will become clear in the blogs to follow.

For now - welcome, and I hope you enjoy reading my thoughts.

Jo Raadsen