Managing Director of New Havenn Garments, Afua Gyekyewaa Prempeh, has shared her journey of building a fashion manufacturing brand while calling for stronger support for local production in Ghana.
She spoke on Brekete, during the SME’s Corner segment on AsaasePa, which highlights the achievements of local businesses.
Building New Havenn Garments
The company was incorporated in 2020 as a Limited Liability Company with a focus on garment production and job creation.
Afua said her background in International Business, combined with 20 years of living and working in Amsterdam, influenced her decision to return to Ghana with her family to contribute to national development.
She also worked with a youth employment agency in Ghana, where she became more exposed to unemployment challenges and the need for sustainable job creation.
Perception Around Local Clothing
She explained that one of the early concerns in the business was how Made-in-Ghana products are perceived.
“In the beginning, we didn’t want to add the Made in Ghana inscription to our clothes because of the discrimination that Made in Ghana clothes are not quality,” she said.
Importation of Second-Hand Clothing
Afua also spoke about research showing that Ghana imports about 15 million pieces of second-hand clothing annually, with about 40 percent ending up being discarded due to poor condition.
She said this reality raises questions about local capacity and production.
“If we can import lots of second-hand goods and throw more away, and we have factories that are not being used, then why don’t we make the clothing ourselves to create employment among the youth?” she asked.
Local Manufacturing Capacity
She believes Ghana already has factories capable of producing for both local and international markets and meeting global standards.
According to her, this shows that the country has the potential to grow its garment manufacturing sector if properly supported.
Growth of the Brand
New Havenn Garments has grown into a Free Zones licensed manufacturing company producing for both local and international markets.
The company also developed an in-house brand called Cinnamon, which is actively being promoted in the Ghanaian market.
Afua said it has taken more than three years of consistent work to move from concept to where the company is today.
Public Reaction
After launching her clothing brand on TikTok, she said public response was encouraging.
Many users commented, “finally we have our own Shein.”
She said this reaction reflects growing acceptance and excitement around locally made fashion.
Outlook
Afua says her focus remains on expanding her brand, strengthening production capacity, and positioning New Havenn Garments as a competitive player in Ghana’s fashion industry.
Watch full interview here
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