From Oslo to The Gambia: The Story Behind Jarga - Luxury handbags from Africa

How a childhood rooted in culture sparked a global luxury brand made in Africa

I was born on a Monday morning—something that, in hindsight, makes perfect sense. Mondays have always felt like a fresh start, and so has my journey: from a joyful childhood in Norway shaped by Gambian traditions, to building Jarga—a global luxury handbag brand made in The Gambia.

Growing up, my life was full of culture, music, and deep family bonds. Every Friday, my mother, sister, and I danced to Youssou Ndour while preparing for guests. My father would return from the mosque with uncles in tow, bearing sweets and stories. That blend of celebration, curiosity, and cultural pride laid the foundation for who I’ve become.

In 2002, I traveled to The Gambia for the first time as a young girl. That trip was transformative—it helped me understand where I came from and sparked a deep love for my roots. Over the years, Gambia became my thrive city—a place where I could truly breathe. Returning home felt inevitable.

After high school, I took a bold step: I convinced my parents to let me take a gap year and pursue my creative dreams. That summer, I launched the very first version of Jarga—a fashion concept born out of love for identity, culture, and expression. The name? Jarga. A word I had unknowingly carried with me for years.

From production trials in Poland and Italy to heartbreaks and hard lessons, the journey was far from linear. But my dream was always clear: to bring luxury fashion production home to The Gambia. In 2019, while pregnant and full of conviction, I took the leap.

Today, Jarga is not just a brand. It’s a mission to translate Gambian culture into timeless luxury design. Every handbag tells a story of heritage, craftsmanship, and identity—made in Africa, designed for the world.

This blog is your window into our journey—our wins, our lessons, and the soul of our storytelling. If you want deeper insight into how and why we create, and be the first to hear our behind-the-scenes stories, sign up for our newsletter.

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