Swaady martin leke biography

Promised to a great career in the renowned American multinational General Electrics, Swaady Martin dropped her high profile position to start Yswara, a leading African tea luxury brand, with its products being fully sourced in the continent, crafted by local craftsmen through a combination of traditional techniques with unique modern designs.

All our products are sourced from Africa and crafted by local craftsmen and artisans, combining traditional techniques with modern designs. She chose to focus on the luxury industry because it essentially conveys a continent’s culture and identity. YSWARA supports some of Africa’s top creative talents and believe in an authentic African luxury marrying both economics and social values.

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.

However, her passion for showcasing Africa’s richness beyond raw materials led her to entrepreneurship. As a former General Electric (GE) executive, she held leadership positions across multiple African markets, gaining invaluable business acumen.

At GE, she held leadership positions in several divisions across the world with her most recent posting as GE Transportation’s Director for Sub-Saharan Africa and acting-CEO for GE South Africa Technologies.

Swaady is part of a generation of Africans who has succeeded in Fortune 500 companies and who has decided to use all their valuable knowledge and expertise to help develop African companies.

She was raised in Abidjan, Dakar and Monrovia, as a result was instilled with a deep passion for Africa and a strong sense pan Africanism. Yswara also puts a great emphasis on empowering women, indeed, the Yswara team is composed exclusively of African women, and 75% of our suppliers are companies owned or run by women.

– Swaady Martin leke

Yswara has overcome the issue of poor quality infrastructure and lack of integration between economies by building strong local supplier relationships and looking at innovative ways to sell their products.

To date, more than 800 people have attended the Shift Within programs.

One last thing to remember about Swaady, is that she is incredibly passionate about African leadership.

But I also love chocolate and we have created a beautiful range of organic artisan chocolates made with the finest African cocoa beans."

"The global luxury industry is estimated at $295 billion, growing at 6% per year ….

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.

Her journey is a testament to Africa’s potential, proving that true success is about creating beauty, purpose, and impact.