Mbabane –Melusi “Zox” Dlamini, founder and executive chairman of creative agency A Peculiar People, has called on Swatis to embrace local products and services to strengthen the kingdom’s economy. The message came during an in-depth interview on The Marketplace with host Siphiwo Lushaba and co-host Hloniphile Matsebula, CEO of African Tourism Showcase Eswatini.
Founded in early 2024, A Peculiar People aims to connect consumers with locally made products across sectors including tourism, arts, agriculture, and fashion. “We need to create, produce, and own. Right now, we are consuming what we do not produce. The money is moving outside, and that affects our standard of living,” Zox said.
During the interview, he reflected on the challenges of promoting local brands. Many entrepreneurs struggle to match international standards, while consumers often remain unaware of Swati-made alternatives. Zox described these obstacles as a “culture shift” that requires both awareness and patience.
To bridge the gap between local producers and consumers, A Peculiar People has launched initiatives including the Made in Swatini Consumer Fair, an e-commerce platform called Made in Store, and the Consumer Choice Awards. “We want to create multiple platforms so that local products are consistently seen, experienced, and bought, rather than having just one event a year,” Zox explained.
The agency also focuses on empowering women entrepreneurs. According to Zox, 90% of the local products showcased at fairs this year were produced by women. He noted that many struggle with packaging, marketing, and resources, but initiatives like the Women in Digital Business program provide skills and support.
Drawing on his experience in tourism, entertainment, and cultural events, Zox stressed the importance of producing competitive products while maintaining authenticity. “Our heritage and culture are unique. Swati products, from coffee to crafts, have a special aura that the world respects. We just need to nurture and monetize it,” he said.
Looking ahead, A Peculiar People plans to return the Made in Swatini Consumer Fair on April 25, 2026, and hold the Consumer Choice Awards on June 25. They are also expanding into South Africa with a festival experience in September to showcase local talent and products.
Zox urged young and established entrepreneurs to exercise patience, understand their markets, and consistently focus on execution. “Success does not happen overnight. Put in the hours, understand your consumers, and collaborate rather than compete,” he said.
For more insights from Zox Dlamini and his vision for a self-sustaining Swati creative economy, watch the full interview below.
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