LEKO DEE brings together style, elegance and femininity in its approach to women’s fashion. The Eswatini fashion brand creates designs that celebrate women’s beauty and individuality, guided by its signature tagline, “Dressing Queens.”
A love for fashion and a desire to make women feel beautiful led Nonkululeko Dlamini to start LEKO DEE in 2019. Today, she leads the Matsapha-based label as its founder and fashion designer, creating clothing for women who enjoy dressing well and expressing themselves through what they wear.
“I always say I’m in the business of making women feel beautiful,” she says.
That idea is at the centre of “Dressing Queens,” the brand’s tagline and the philosophy behind its work. For Dlamini, being a queen has nothing to do with a woman’s background, status or how much she spends on clothes. It is about feeling good in what she wears and carrying herself with confidence.
“It is not necessarily about dressing extravagantly or wearing expensive clothes. It isabout dressing with intention, elegance, and confidence.”
LEKO DEE specialises in elegant and feminine womenswear, with custom-made clothing making up a large part of its work. Its designs have a sophisticated look with modern touches, reflecting Dlamini’s interest in pieces that bring out a woman’s femininity.
“I love designs that bring out a woman’s femininity,” she says.
Attention to detail is another important part of the brand’s approach. Dlamini says the choice of fabric, fit and finishing all contribute to what makes a garment special. The aim is to ensure that every piece is well presented and suited to the woman who will wear it.
The brand also has a name for its ideal customer: the “Leko Dee woman.” Sheunderstands that personal style says something about who she is, appreciates timeless clothing and is comfortable expressing her individuality.
While custom-made fashion is still its main offering, LEKO DEE is looking to introduce ready-to-wear pieces. Dlamini hopes to build a collection of elegant, versatile clothing that women can wear beyond special occasions and easily add to their everyday wardrobes.
Wedding dresses will also remain an important part of the brand’s work.
“It’s always wedding season on our side, so they can expect to see a lot and lot of wedding dresses crafted to perfection for our queens.”
The way LEKO DEE serves its customers has changed since the business began. Without a permanent studio in its early days, Dlamini worked through a “we come to you” arrangement, meeting clients at places that suited them.
The arrangement was well received, as customers enjoyed the convenience. As the business grew, however, having a dedicated space became the next step. LEKO DEE now operates from its own pink studio in Matsapha, where clients can come in for consultations and fittings.
“I’m particularly proud of that because it’s something that represents how far we’ve come.”
The growth has also been reflected in the way customers approach the brand. She remembers when people would enquire about LEKO DEE but first ask to see earlierwork before trusting the business with their dresses. Today, many clients arrive with confidence in what the brand can deliver.
This has helped create a strong base of returning customers, while recommendations have introduced LEKO DEE to new clients.
Making Its Mark in Fashion
Recognition has been another highlight of the brand’s journey. LEKO DEE won Best Fashion Designer at the Social Media Awards in 2021 and 2022, now known as the Eswatini Creators Awards.
The two consecutive wins were important moments for Dlamini, particularly because they came while the brand was still growing.
“Firstly, it was encouraging to know that the work we were putting out there was being recognised and appreciated,” she says.
She adds that the awards helped strengthen the brand’s credibility and gave more people confidence in its work.
However, recognition has not removed the challenges that come with running a fashion business. Dlamini says one of the biggest has been learning to balance the creative side of the work with the demands of managing a business.
“As designers, we are naturally passionate about creating, but running a fashion business involves so much more than just designing and making clothes.”
Managing clients, production, materials, pricing and timelines requires careful planning. There is also the challenge of working in a competitive market where customers have different expectations and budgets.
For LEKO DEE, maintaining quality and building good relationships with clients have been important in dealing with these pressures.
Dlamini believes that customer satisfaction remains one of the strongest ways to grow the business.
“For me, there’s no better advertisement than a satisfied client who is happy enough with your work to recommend you to someone else.”
With its sights set on expanding into ready-to-wear fashion, LEKO DEE is continuing to build on the work it has established through custom-made clothing. Its focus remains on creating pieces that women can enjoy wearing while expressing their own style.
For those looking to experience the brand, Dlamini has a welcoming message:
“Welcome to the house of timeless pieces. Relax and trust the process, QUEEN!”
LEKO DEE is based in Matsapha. Consultations are strictly by appointment and can be arranged through Instagram DM at @lekodee_cl or WhatsApp on +268 78472267.
