Lama Walaula, co-founder of Meme-Weedelela, a business based in Windhoek and well known for selling and renting Oshiwambo traditional attire, caters to weddings (eemhoko), iitala pepata ceremonies, and other cultural events. Their colourful outfits are popular not only among the Aawambo people but also among anyone who wishes to celebrate Namibian heritage.

Walaula shared that the business grew overnight after being introduced on social media.

She said that traditional skills can thrive in the digital age if they are marketed properly and advertised through the right platforms and people.

What began as a home-based family business, inspired by one woman’s love for Oshiwambo culture, has today become a fast-growing online brand.

“Our aim is to make traditional wear accessible to everyone. Some people want to own their outfits, while others just need them for an event, so we offer both sales and rentals,” she said.

The business has deep roots. Her mother started it many years ago, guided by her strong respect for tradition and culture. Over the years, she became a go-to person in the community, even helping school learners with their Oshiwambo homework and cultural research.

When Lama took over, she introduced Meme-Weedelela to social media a move that changed everything.

“It grew massively after we went online. Every day, more people discover our work. I’m very grateful,” she said.

She added that the business was her mother’s primary source of income. Through it, her mother paid for her younger sister’s tertiary education from the first year until graduation. Her sister is now an employed teacher. “This business means everything to her,” she said.

The whole family relies on the business, including the extended family. “As for finances to expand the business the profit usually goes toward family needs and emergencies, such as tertiary and school fees. Instead of expanding, there’s always something that requires the funds,” she explained.

She added that it is unfortunate they have never received any government funding, but out of love for traditional attire, they have continued to invest everything back into growing the business.

“Through Meme-Weedelela, we are not just selling clothes we are sharing our heritage,” she said.

Like any business they face challenges as there’s lack of knowledge about the culture and traditions. 

“Most women don’t understand that they just can’t wear everything for instance if you are a kwanyama woman with a child and you are not married there are certain things you can’t wear, or a mbadja woman that did not go through olufuko there’s an outfit you can’t wear unless you are getting married or finally going for olufuko,” she said. 

People won’t understand that as much as this is business, we so very much respect the values and restrictions of our tradition.

-pmukokobi@nepc.com.na