Brainchild of organizers Shiru Githiomi and Zuki Hani, the festival promises to capture the essence of Black Diamonds' lifestyle and culture; and will give Black Diamonds the opportunity to encounter and experience the forward-thinking brands that cater for SA's new black middle class and enable other locals to expand their understanding of the values, beliefs and aspirations of this 2.6 million-strong sector of the population.
The event schedule includes informative presentations, entertainment, experiential learning, hospitality lounges and orchestrated networking opportunities. Relevant and lively panel discussions will cover a host of subjects, including business and wealth tips, property investment, leadership and lifestyle trends, while a networking lounge caters for guests wishing to take a break from the festivities to relax and mingle in an environment conducive to conversation. A line-up of South Africa's hottest bands, leading comedians and local dancers will provide world-class entertainment and showcase the depth and diversity of talent in the country.
“As this event that was formulated by a team of unapologetic proud African women, there is a fashion component featuring cutting-edge local fashion that caters for people with 'real' bodies and the quintessential African trademark!” say Githiomi and Hani. Githiomi and Hani's rationale for the Festival is not only to celebrate the quantum leap that South Africa has taken since 1994, but to create a way in which all South Africans can get to grips with some of the misperceptions and misunderstandings that still exist in SA society – especially about the individuals that make up the 'new' middle class. “We aim to celebrate and recognise the Black Diamonds for their contribution to South Africa and their continuing role in nation-building. We also want to provide the ultimate point of connection between the Black Diamond market and the progressive brands that have taken the effort to find ways of resonating with this powerful market force,” says Githiomi, the festival creator.
“White marketers dominate the marketing and communications fraternity but have very limited exposure to our history and lifestyle. This means that although the Black Rand is a powerful currency, marketers often miss the mark because their approach may appear patronising to their intended target market,” says co-director Hani.
Hani – the niece of the late political activist, Chris Hani – believes the festival is the ideal way for Black Diamonds to make their voices heard and to also counter the negative stereotypes some South Africans have about the lifestyle and culture of Black Diamonds. “My uncle and other political activists fought for our freedom of self-expression. We need to honour their memory by speaking up about our sensitivities and in doing so, pave the way for more respectful communication in the future,” Hani insists passionately.
“The question often asked by marketers is: ‘Where is the Black Middle Class in Cape Town?' It is unfortunate that marketers assume that we do not exist because they do not see us in the well-known haunts in the Cape Metropole,” says Githiomi.
Githiomi and Hani both believe that while Cape Town is beginning to accommodate Black Diamonds' lifestyle, the truth is that there are still very few facilities catering for that sector of South Africa. “As Black Diamonds, we spend the whole week in the suburbs, but come Friday we gravitate to the townships for a weekend of tribal connection that resonates with our values, tastes and a big part of who we really are,” says Hani, who is on a mission to prove that Black Diamonds are alive and well and living in Cape Town.
The organisers urge all Capetonians to participate in the festival. “To Black Diamonds we are saying – attend your festival in large numbers and show Cape Town that you are not invisible and that you play an important role in the economic and cultural growth of the Mother City. To other visitors – we are saying come and be inspired by the limitless opportunities to connect with us and to work together for a prosperous and exciting future.”
For more information, visit www.blackdiamondsfestival.co.za
