How women are driving the fashion retail space

…An International Women’s Month spotlight on the women shaping the country’s retail culture

By Faith Senam OCLOO

Ghana’s fashion industry is often celebrated through its designers, runways, and red carpets. Yet, behind the scenes and often behind the racks are women who are redefining the retail experience. These women are not just shop owners; they are curators, culture builders, and gatekeepers of taste and style. Through their boutiques and concept stores, they are shaping how Ghanaian and African fashion is discovered, consumed, and valued.

Across the city of Accra, a new generation of women-led retail spaces is blending commerce with culture, storytelling, and community. From building boutiques to contemporary concept stores, these women are transforming retail into an ecosystem that supports designers, empowers consumers, and elevates Ghanaian fashion and for that matter African fashion.

Stefania Manfreda – Elle Lokko

Often described as one of Accra’s pioneering concept stores, Elle Lokko represents a shift from traditional boutique retail to a curated cultural space. Founded by Stefania Manfreda, the store blends fashion, art, beauty, and lifestyle into a single retail experience. Since its establishment in 2015, Elle Lokko has become known for championing contemporary African designers and presenting their work in a global, design-forward environment.

More than a shop, Elle Lokko and Lokko House both function as a creative hub hosting exhibitions, pop-ups, and collaborations that bring together creatives, designers, stylists, and fashion enthusiasts. Under Stefania’s direction, the store has helped shape the idea of the African concept store in Ghana, where retail is as much about storytelling as it is about sales.

Joyce Ababio – Black White and Accents

A pioneer in Ghana’s modern fashion industry, Joyce Ababio has long been known for her contributions as a designer and educator. Through Black White and Accents, she extended that influence into retail.

Her boutique reflected her signature aesthetic: refined, elegant, and timeless. It served as a destination for women seeking sophisticated, ready-to-wear pieces that blend classic tailoring with African culture. The space also reflected her decades of experience, acting as both a retail outlet and a reflection of her enduring design philosophy. Her presence in retail demonstrates how established designers can build spaces that embody their brand values while nurturing a loyal clientele.

Sacha Okoh – Viva Accra

With Viva Accra, Sacha Okoh has created a retail space that speaks to the cosmopolitan, modern Ghanaian woman. The boutique is known for its vibrant mix of African and international brands, offering a carefully edited selection that reflects contemporary style. Viva Accra caters to a global-minded clientele; professionals, creatives, and travellers who seek fashion that is both stylish and versatile. Through her retail vision, Sacha has positioned the boutique as a lifestyle destination rather than just a clothing store.

Sefa Gohoho Boatin – Untamed Empire

Untamed Empire, founded by Sefa Gohoho Boatin, represents the bold, youthful energy of a new generation of fashion retailers. Her space is known for its edgy, expressive aesthetic and its focus on emerging designers and creatives. Sefa’s approach to retail is rooted in individuality and self-expression. The space attracts a fashion-forward audience looking for pieces that challenge conventional style norms. Through Untamed Empire, she has created a platform for experimental fashion and a space where young designers and the whole creative system can connect.

Eyetsa Ocloo – The Shop Accra

The Shop Accra, founded by Eyetsa Ocloo, is a modern concept store that reflects the evolving tastes of Ghana’s style-conscious consumers. Known for its upcycle aesthetic and curated product mix, the store offers a blend of fashion, accessories, design, beauty and lifestyle items. Eyesta’s retail philosophy centers on simplicity, quality, and intentional curation. By focusing on a tight edit of brands and products, The Shop Accra creates a more intimate and arty shopping experience. The store appeals to customers who value minimalism, design, and understated craftsmanship.

Adeline Akuffo-Addo Kuffuor – The Lotte Accra

The Lotte Accra, founded by Adeline Akuffo, has become one of the city’s key destinations for premium fashion and beauty. The boutique is known for stocking a mix of high-end African and international brands, creating a luxury retail experience in the heart of Accra. The store plays an important role in connecting local consumers with premium African beauty and fashion labels, reflecting the growing demand for quality, culturally rooted products. Through The Lotte, Adeline has helped shape a more sophisticated retail landscape, one that positions African brands within a global luxury context.

More than retailers – Cultural curators

What unites these women is not just ownership of retail spaces, but their role as cultural curators. Each boutique reflects a distinct vision whether it is timeless elegance, experimental fashion, luxury beauty, or contemporary African design.

Through their choices, what they stock, how they style their spaces, and the communities they build, these women influence consumer tastes and create opportunities for designers. For many emerging brands, these boutiques serve as their first physical retail presence, offering visibility, credibility, and access to new audiences. Together, they form a powerful network shaping the retail backbone of Ghana’s fashion industry.

The future of women-led fashion retail

As Ghana’s fashion ecosystem continues to grow, women-led retail spaces will remain central to its evolution. These boutiques are not only points of sale; they are platforms for storytelling, brand discovery, and community building. This International Women’s Month, celebrating women in fashion must go beyond the runway. It should also honour the women behind the shop doors and digital storefronts who curate, champion, and sustain the industry every day. Because in Ghana’s fashion story, the women leading retail are not just selling clothes. They are shaping culture, building markets, and defining the future of African fashion.

>>>the writer is a seasoned Fashion PR and Communications Consultant with over 14 years of experience shaping narratives within Ghana’s fashion, beauty, and lifestyle industries. Her work is deeply rooted in championing African talent and using PR as a tool for influence, growth, and legacy building.She can be reached via email at info@nuevacomms.com

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