A pioneering entrepreneur, Swaady Martin is redefining African luxury with a vision rooted in sustainability, cultural heritage, and mindfulness.
As the founder of Yswara, a premium tea brand that celebrates Africa’s rich botanical treasures, she has positioned herself as a leader in conscious business and social impact.
Swaady’s journey reflects a deep commitment to showcasing Africa’s excellence on the global stage while fostering economic empowerment and ethical entrepreneurship.
Before stepping into the world of luxury goods, Swaady had an impressive corporate career. As a former General Electric (GE) executive, she held leadership positions across multiple African markets, gaining invaluable business acumen.
However, her passion for showcasing Africa’s richness beyond raw materials led her to entrepreneurship. She envisioned a brand that would not only bring African luxury to the forefront but also redefine how the world perceives African-made products.
Founded in 2012, Yswara is more than a tea brand—it is a movement celebrating Africa’s craftsmanship and agricultural wealth.
Swaady’s mission was clear: to create a 100% African-owned luxury brand that sources directly from African farmers, ensuring fair trade and sustainable practices. Yswara’s teas, often described as “jewels of Africa,” are infused with local ingredients and packaged with exquisite detail, embodying the essence of African elegance.
Swaady is not just an entrepreneur; she is an advocate for mindful business practices. Her approach emphasizes sustainability, ethical sourcing, and social impact.
By working with small-scale African farmers, Yswara creates economic opportunities while preserving Africa’s rich tea-growing traditions. She believes that true luxury lies in conscious consumption—where quality, heritage, and responsibility coexist.
Beyond business, Swaady is a strong advocate for personal growth and spirituality. She is the founder of Tales of Tea, a platform that explores mindfulness and conscious living through storytelling.
Her work extends beyond commerce; she inspires individuals to pursue business with purpose—one that uplifts communities while fostering inner well-being.
Swaady Martin’s impact goes beyond tea and luxury; she is reshaping how Africa engages with global markets. By proving that African brands can compete at the highest level, she paves the way for future entrepreneurs to embrace value-added industries and sustainable business models. Her journey is a testament to Africa’s potential, proving that true success is about creating beauty, purpose, and impact.
