House On Fire, in partnership with the European Union (EU) and the International Trade Centre (ITC), is proud to announce the successful completion of the second EU-ITC Future Icons Launchpad. This is 10-month training, mentorship and trade programme has been instrumental in transforming Eswatini’s artisanal MSME sector for the second consecutive year.

Implemented through House On Fire’s flagship events, MTN Bushfire and the Standard Bank Luju Food & Lifestyle Festival, the Future Icons Launchpad once again equipped the cohort of participating SMEs with core competencies in business, brand and creative development. These festival trading opportunities further strengthened the entrepreneurs’ market readiness, giving them real customer engagement and sales experience.

The programme entails monthly full-day trainings in Brand Identity & Strategy, Sales & Pricing, Marketing & Digital Communications, Sustainable Production, Financial Management and Business Plan Development.

“This year’s programme underscored the critical role of the private sector in driving economic growth with some of Eswatini’s leading brands opening their production floors and mentoring emerging entrepreneurs, in turn demonstrating the powerful model of collaboration over competition” says Philippa Thorne, the program lead for House on Fire. “Through shared knowledge, technical support and practical exposure, established companies help to cultivate a stronger, more resilient creative economy.”

A Holistic, Year-Round Program Designed to Build Strong, Market-Ready Artisans

 

In addition to access to trading at MTN Bushfire and the Standard Bank Luju Food & Lifestyle Festival, a major highlight of the 2025 edition was the industry site visits. This exercise offered artisanal MSMEs first-hand exposure to real production environments. Visits included leading food, apparel and handcraft companies Black Mamba, Beef Boys, Ngwenya Glass, Baobab Batik, Gone Rural, Far East Textiles, and Khokho Collection.

This experience allowed MSMEs the opportunity to observe production systems, workflow design, sustainable practices and export-ready operations to help them better envision their respective enterprise growths.

Expanding Support Through Business Support Organisations (BSOs)

A laudable complement to private-sector collaboration was the programme’s strengthened national support network achieved through strategic partnerships with Business Support Organisations (BSOs). Together, these organisations contribute to building a supportive ecosystem that empowers MSMEs long beyond their year in the programme.

BSOs engaged in 2025:

1. SEDCO – Small Enterprises Development Company
2. EIPA – Eswatini Investment and Promotion Authority
3. COMFWB – COMESA Federation of Women in Business
4. RSTP – Royal Science and Technology Park

Future Icons Pitch Competition 2025

 

The year’s edition concluded with the Future Icons Pitch Competition, where MSMEs showcased their growth through:

• a formal 5-minute pitch and Q&A, and
• a Market Simulation where participants showcased their brand identity, product quality and customer interaction.

Judges & Advisors included representatives from ITC, MTN Bushfire, COMFWB Eswatini chapter, SEDCO and The Décor Emporium.

Judging criteria included Business Viability, Financial Readiness, Market Understanding, Innovation, Pitch Delivery and Social Impact.

Pitch Competition Prize Winners

• Wels Craft – E5,000 equipment sponsorship (MTN Bushfire)
• SKYE M – Brand identity and logo refresh (valued at E8,000) with designer Holly Greaves Brown
• Heritage Hut – Three mentoring sessions MSME coach & entrepreneur Tiwongwe Gondwe
• Inye-tea Brews – Free MTN Bushfire stall for 2026

All participating SMSE’s exhibited exceptional talent, innovation and growth over the years program with 90% branching into local retail over the course of the year.

 

Program Impact: Private Sector Support Driving Real Growth

Key programme outcomes made more impactful by active support from Eswatini’s established brands include:
• Strengthened brand identities and refined product offerings
• Improved pricing strategies and marketing plans
• Development of business plans, bookkeeping systems, and content calendars
• Increased retail readiness and festival sales
• New partnerships, supplier connections and retail access

 

Meet the 8 2025 Future Icons Cohort

 

1. Inye-tea Brews (Food) – Artisanal Tea Blends
   Generated E18,885 at MTN Bushfire. Their Bobba Mocktail and Golden Turmeric Tea became festival favourites, introducing artisanal tea culture to new audiences.
2. Wels Craft (Craft) – Crocheted Bags & Accessories
   Refined craftsmanship and expanded into major retail outlets including Pick n Pay Clothing (Gables) and Dala Spaces.
3. SKYE M (Craft) – Carrot-Derived Beauty Products
   Secured investment, expanded staff, and confirmed distribution in South Africa. Currently undergoing a full brand repositioning.
4. Heritage Hut (Craft) – Upcycled Footwear
   Focused on Tincabule Sandals, upgraded design and packaging, and secured festival invitations in Mpumalanga and Lesotho.
5. Craft Avenue (Craft) – Beaded Jewellery
   Launched a new seed-bead collection and expanded design capability.
6. Mastercandy (Food) – Confectionery
   Introduced sugar-free candy for health-conscious consumers.
7. Let’s Eat Eswatini (Food) – Jams, Chilli, Granola & Spice Mixes
   Upgraded to eco-conscious packaging and refined product lines.
8. Sunkissed (Food) – Tomato-Based Products
   Created a recipe book featuring diverse ways to use tomato jam.