When Sinekhaya Manciya started thinking about a fashion brand in 2016, he was driven by one simple idea: to create a watch brand that was personal, sustainable, and African. “I wanted to build something truly unique,” he says. “Something that reflects our history, our creativity, and our potential as Africans.”
At the time, Manciya was just starting out in business. He used his personal savings to start SNEZAR, where he initially produced 50 bamboo watches. Within six months, every single watch had sold. “Getting featured in Destiny Magazine early on was a big boost,” he recalls. That recognition confirmed that there was a real appetite for SNEZAR’s style of Afro-contemporary timepieces.
Where SNEZAR Started Ticking
SNEZAR started with a clear purpose: custom minimalism. “We wanted a watch that wasn’t just minimalistic but could also be personalised by the customer themselves,” Manciya explains. The online interface allows buyers to add their own elements to a bare design, creating a timepiece that is as personal as it is stylish.
“The idea came from seeing other entrepreneurs, artists, and leaders building businesses that make an impact,” he adds. Over the years, SNEZAR has grown from just watches to a broader lifestyle brand that includes bamboo sunglasses, smart watches, and T-shirts.
Sustainability Meets Style
Sinekhaya plays its part in environmental responsibility as a South African business. Bamboo is the brand’s signature material. “We focus on environmentally friendly products without compromising on design,” says Manciya. SNEZAR’s pieces are unisex and minimalistic, yet high-quality and durable.
“We don’t just sell bamboo watches,” he continues. “We sell time, art, luxury, and uniqueness. Each day gives you 86 400 seconds, and we believe those seconds should be spent on your dreams, your growth, and your passions.”
Growth and Recognition
The brand’s journey has been steady, marked by milestones and recognition. In 2017, SNEZAR added a new watch model. In 2018, it won a rebranding competition and first prize in a business pitching event. Financial management training through the National Youth Development Agency followed, helping Manciya manage the business better.
By 2019, SNEZAR had:
- Participated in the EO Global Student Entrepreneur Awards (South Africa)
- Been a Top 10 finalist in The Black Lion competition
- Reached the Top 12 in YFM’s The Put On competition
- Launched the e-commerce website, www.snezar.co.za
Manciya also completed a small-business financial programme in 2020 and invested in exhibition infrastructure by 2021, taking part in pop-ups at Michelangelo Towers, Sandton and other trade fairs.
Growing Slowly and Consistently
Manciya is open about the hurdles he experienced in business. “Being young gives you energy, but also less experience,” he says. “Running a business efficiently is not always easy.”
Funding and staffing remain limited. “Most of our early sales came from social media and direct orders. We still don’t have a wide distribution network, and that makes reaching more customers a challenge,” he admits.
Despite constraints, SNEZAR has expanded. In 2022, the product range grew to include sunglasses, smart watches, and T-shirts. In 2023, the brand went international through a stockist called AfroQuality Store, launching in Nairobi, Accra, and Kigali.
“We wanted to introduce our products to more people in Africa,” says Manciya. “It’s about showing that sustainable, Afro-inspired design can reach different markets.”
SNEZAR was self-funded, and Sinekhaya says that taught him critical business and financial lessons. “You need discipline with money. Budget and stick to it. Spend less, invest early, and ask for the right advice from accountants. Don’t guess,” he says.
The Road Ahead
Looking to the future, Manciya plans to open a physical store, expand the product range, and create jobs for young people. “Start where you are, with what you have, and work hard for what you believe in,” he advises aspiring entrepreneurs.
For Manciya, SNEZAR is more than a brand. “It’s about building something African, sustainable, and personal. Every piece tells a story – about creativity, time, and opportunity.”
When Sinekhaya Manciya started thinking about a fashion brand in 2016, he was driven by one simple idea: to create a watch brand that was personal, sustainable, and African. “I Read More
