As Stoned Cherrie celebrates its 25th anniversary, Nkhensani Nkosi, the brand’s founder and creative force, sits down with her husband, Zam Nkosi, to reflect on her remarkable journey.

With a career spanning over two decades, Nkhensani has established herself as a pioneer in African fashion, using her platform to promote identity, culture, and self-expression.

Zam introduces Nkhensani with admiration, describing her as “bedazzling, beautiful, charming, incomparable, and a maven.”

As they delve into conversation, Nkhensani’s passion for fashion and her commitment to empowering women become evident.

When asked about the challenges she faced in building Stoned Cherrie, Nkhensani recounts the early days with candor. “It was very difficult. I had a burning passion to create a brand that would be an expression of what it means to be African in the 21st century.” Her determination and resilience have been instrumental in shaping the brand into what it is today.

Throughout their conversation, Nkhensani and Zam touch on various topics, including the role of fashion in shaping national identity, the importance of leadership, and the need for authenticity and creativity. Nkhensani emphasises the significance of having a clear vision and being able to articulate it, highlighting the importance of true leadership in driving positive change.

As they discuss the global fashion industry, Nkhensani notes that African designers are often overlooked, with international brands appropriating African aesthetics without proper recognition or compensation. She urges Africans to reclaim their narrative and celebrate their own creativity and innovation.

The conversation also touches on Nkhensani’s personal growth, including her experiences with imposter syndrome and her journey towards self-discovery. With humility and vulnerability, she shares her struggles and the lessons she has learned along the way.

As Stoned Cherrie looks to the future, Nkhensani is committed to staying true to her vision and values. With a renewed sense of purpose and energy, she is poised to continue inspiring generations of women and Africans.

In Zam’s words, “Nkhensani is a true icon, a woman who has paved her own way and inspired countless others to do the same.”

The article concludes with a sense of hope and optimism, as Nkhensani and Zam reflect on the possibilities that lie ahead. With Stoned Cherrie at the forefront of African fashion, Nkhensani’s legacy is sure to continue inspiring and empowering women for years to come.

In conversation:

On Taking a Step Back from Fashion

Zam: So, before we actually get into the brass tacks of the interview, let’s address the elephant in the room—the burning question that many of your fans, followers, customers, and supporters have been asking: Where have you been for the last few years? Because it seemed, for a time, that you had disappeared off the fashion radar.

Nkhensani: Well, as a business, we went through a metamorphosis. A lot has changed—locally, globally. We’ve had economic shifts, an influx of international brands, and a flood of cheap imports that made it difficult for local brands to compete.

Back in the early days, we had a retail store, which was a huge learning curve. We were stocked by national distributors like Woolworths, and that was our “university”—learning firsthand how retail works. But over time, things changed. Retailers, even when they give you space, are ultimately focused on their own positioning and marketing. It became clear that some of the things we naively thought we could do in the beginning weren’t as simple as we imagined. At the same time, I was juggling everything—building the business while raising a family.

I have three children—one is now a CA, another in university, and the youngest in matric. There were times when I had my kids in the store with me, breastfeeding while dealing with customers. It was a lot.

On Pivotal Moments & Breakthroughs

Zam: Let’s talk about pivotal moments. A time when there was a tectonic or seismic shift in your career—when you went from just “bobbing along” to suddenly gaining momentum. What was that moment for you?

Nkhensani: Oh, that’s a tough one—because there were so many. One of the biggest moments was going to see Lucilla Booyzen at Fashion Week in the early days. I had no credentials, no proof of past success—just passion. And she gave me a platform. That started everything. Suddenly, we were in the press, we had a fantastic show, and the brand took off. Another huge moment—New York Fashion Week. Grace Jones opened our show. Alek Wek closed it. That was surreal.

Signing a lease for The Zone in Rosebank—that was a defining business decision. Being stocked in Woolworths and Foschini, which had never worked with designers before, was another. Representing South Africa at a Gala Dinner in New York, speaking alongside Jerry Yang (Yahoo) and Ralph Lauren—knowing they were in the audience listening to me. Opening the World Cup ceremony in South Africa. So many moments.

Zam: So, 25 years—yeah, a quarter-century. That’s a long time. That’s a long time to do anything, let alone build, establish, and grow a business. Especially when you consider that many businesses don’t make it past the first three years. How challenging was that? How difficult or hard was it, really, to do?

Nkhensani: Yeah, I think any entrepreneurial journey is hard. Even when you have a lot of successes and wins, there’s still hardship along the way. When I reflect, I often say that if I knew back then what I know now, I may never have done it— It was something I knew nothing about. I just had a burning passion to create something that would express what it means to be African in the 21st century. I was always passionate about issues around identity.

South Africa was at such an interesting stage—post our first democratic elections—there was this sense of renewed energy, a yearning for a new South African identity. So the environment was perfect for a brand that could reflect all of that. But I knew nothing about fashion—I did it anyway and just figured things out along the way.

Zam: We’ve been talking about fashion as a form of expression—an extension of identity. And earlier, we spoke about a collective national identity. The philosopher and psychoanalyst René Girard once said, “We all learn by mimesis—by mimicry.”

This is true when we observe how children learn language, and even how we train computers to learn. But it seems that imitation extends beyond just childhood. Even on social media, there’s this growing sameness. Everyone is mimicking everyone else. There’s no contrarianism, no maverick thinking, no originality.

People dress the same, not out of personal preference, but for group affiliation. It’s about archetypes and belonging. So my question is—do you think social media is, by design, suppressing individual thought and expression? Or is this just an organic evolution of culture?

Nkhensani: Today, the world is structured to diminish the soul—period. And that’s a big problem. A problem that young people aren’t even thinking about, because they’re too distracted—and that’s by design. To keep them occupied with the latest trend, the latest dance, assuming identities that aren’t even theirs. And social media has made that global and fashionable. It’s very attractive. It keeps us in the same place—as consumers, not inventors. We don’t even realize that so much of what the world thrives on—technology, art, innovation—comes from us. But we don’t celebrate that.

Zam: You know, I’ve often said this to you—there’s a measure of naivety necessary for entrepreneurs. If you could travel back in time to a younger, wide-eyed and impressionable version of yourself—what advice would you give her? What would you change, if anything?

Nkhensani: Interesting question. Today, what I know is that faith should be the foundation for anything you do. Back then, I suppose there was a lot of spiritual naivety, and I didn’t have that foundation to the extent that I do now.

There’s so much I would have handled better if I had been more spiritually grounded. Right now, my faith is the basis of everything I do, and I’m so grateful to have found that place. Because some people go their entire lives without finding that sacred space. And now, everything I do flows from there.

Zam: I’m often surprised by the caliber of people who say they’ve experienced imposter syndrome. High-flying, high-achieving individuals. And I go—No, not you! But then they say, “Yeah, I was in rooms where I thought I didn’t belong. I felt like any moment now, someone was going to find me out.” It’s hard to imagine people like that feeling this way. Have you ever experienced imposter syndrome?

Nkhensani: Absolutely. There have been times when I’ve been about to go on stage, and I’ve called someone to talk me off the ledge. I think it’s an affliction that most people carry. Of course, some will say, “Not me!” But for me? Definitely. I’ve experienced it—but I will say it’s gotten better as I’ve grown older.

I’m 52 now. At this stage, I can confidently say, “I’ve been doing this for years, I have something to contribute.” But those moments still come.I think a little bit of self-doubt is human nature—and there’s some humility in questioning yourself. But you shouldn’t take it too far—because that’s when it becomes debilitating.

On Superpowers & Leadership

Zam: Leadership often follows the T-shaped model—you have a deep specialisation in one area and a broad skill set in others. No one leader can master everything, but we all have one core ability—our superpower. What’s yours?

Nkhensani: My superpower? I would say—my ability to bring out the best in people.That’s my passion. I like to see people win. I love being part of their process—helping them unlock their potential. And I’d love to dedicate more time to that. When I was building Stone Cherry, I knew it would always be about a team. And I want to do even more of that—mentorship, empowerment, creating opportunities.

On the Future of Stoned Cherrie

Zam: So, what’s next for Stoned Cherrie?

Nkhensani: This is a period of renewal and rebirth. We’re coming back stronger, with a renewed energy and sense of purpose. I’m really excited about brand collaborations with companies that care about South Africa’s future. We’re also launching our homeware range—textiles, lampshades, ceramics, rugs, cushions, wall art. We’ve opened a new showroom in Cape Town and are launching a stronger online presence.

CREDITS:

Cover story: @kokiikay

Photographer: @king_henryiiv

Editor-in-Chief & Producer: @bonniemeslane

Creative Direction: @kgosiLesego @bonniemeslane

Styling & Wardrobe: @tshego.creates

Wardrobe assistant: @_iseng

Makeup: @CarolineGreeff

Hair: Bomzi Lekgoro @iambomzi

Graphic Design: @herbet_brian

Photography team – RTC Studios @_rtcstudios

Video: Michael Dlamini @know.tpad

Lighting director: @davidblaqrsa

Digitech: @motsocaptures

Digitech assistant: @tshepozithaRetoucher: @king_henry_iv

Designer bow top &skirt: @stonedcherrie

Shoes : @europaart

Accessories: @preview_accessories