Increasingly, businesses are putting social impact at their heart. Vitae London’s Will Adoasi rounds up five brands supporting people in African countries.

As a consumer, it’s great to know that when you make a purchase, you are tangibly making a difference to people in Africa, as well as supporting UK entrepreneurs. For the businesses themselves, the reward and satisfaction that comes from knowing that you are helping to change lives for the better, particularly the longer you continue to put social impact at the heart of what you do, is unquantifiable.

Will Adoasi is a social entrepreneur and founder of Vitae London, an ethical watch brand that offers fashionable, quality watches at affordable prices. The desire to advance social justice is built into the company’s DNA.

Vitae London works within several Sub-Saharan African provinces to help give children access to education. For example, for every watch sold from the new Elmington collection, a child is gifted a Solar Lamp from local charity Pen to Paper Ghana.

Here, Will presents his choice crop of brand actively supporting a charitable cause and making a significant difference in the lives of people around the world.

Kaleidoscope Beauty

A jewellery brand with philanthropy at its heart, Kaleidoscope beauty’s unique pieces are hand-made by Kenyan artisans determined to turn their lives around. From young mothers, to reformed criminals and street boys, Kaleidescope gives them the right tools, training and an opportunity for a career, and a sustainable source of income.

Sunmo Snacks
Having recently landed a contract with Selfridges, this start-up creates plantain-based hand-cooked snacks that are absolutely delicious, 100 per cent natural, and suitable for all; whether you’re vegan, living gluten free, or just ravenous. Every pack of Sunmo you buy provides a meal for an orphaned child in Nigeria, the country that inspired their plantain obsession.

Vitae London

Established in 2016 and endorsed by Richard Branson, Vitae is Latin for life and, sure enough, this watch brand makes changing lives its business. With every watch, Vitae London donates a solar lamp to a child in Sub-Saharan Africa, meaning they don’t have to travel for hours or burn harmful fuels to study in the evening. Vitae has recently launched its new Elmington Range, enabling you to simultaneously help an African child and own a beautiful watch.

Dapaah Chocolates

Keeping up with family traditions, this sibling trio noticed that despite producing as much as 20 per cent of the world’s global supply of cocoa, Ghana does not have a single chocolate brand that is internationally recognised. With profits from its sales, it aims to build a sustainable chocolate factory in rural Ghana. This will help add value to Ghana’s cocoa economy, create new jobs, opportunities, and better wages for local cocoa farming communities.


This brand makes reusable water bottles with a difference. Every bottle sold provides clean drinking water, for five years, to someone living in Africa. For every bottle sold, GiveMeTap donates directly to its NGO partners in Africa to install pumps in rural communities.


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By Will Adoasi, Vitae London
January 2020