GoodGirlPR, a public relations and event planning firm, has signed accessories brand Etniciti as a new client. The New York agency announced the deal on March 4, 2018. Its stated aim is to turn the young brand into a household name.
Etniciti is built around African prints. Its best-known products are bold, patterned handbags meant to go with modern outfits, whether that is a night out or plain jeans and a T-shirt. The designs draw on traditional patterns such as Adire, Ankara, Kente and Batik.
Independent African artisans make the pieces by hand, and most of them are women microentrepreneurs. Because orders ship straight from the artisans to customers, there is no middleman. Each purchase, the brand says, helps those artisans keep their businesses going and support their families.
Two Nigerian sisters, Olunwa Ikpeazu and Chioma Ohiaeri, founded the company. Only a few months after launch, Zen Magazine Africa listed Etniciti among five African accessories brands worth watching. The founders also plan a luxury line called Etniciti Luxe, with exotic accessories sourced from across Africa.
Ikpeazu said the brand stands for a bold and confident lifestyle, so it mattered to hire a firm that understood that. GoodGirlPR founder Nickie Robinson said working with the founders inspired her and predicted the label would be a fashion brand to watch.
The account also grows GoodGirlPR’s fashion division. The firm has offices in New York, Washington DC, Atlanta and Los Angeles, and it handles media campaigns, crisis management and brand awareness work.
