In the dynamic landscape of contemporary African fashion, expertise in digital communications has become the pillar of success. Marie-Madeleine Coumakh Diouf, better known by her pseudonym Queen Serere on social networks, embodies this new generation of professionals who are shaping the influence of the continent’s brands.
As head of her own digital marketing agency and regional manager for e-commerce platform Ananse Africa, she offers a unique and pragmatic vision on the importance of branding, content creation and digital strategy to propel “Made in Africa” on the international stage.
A career with luxury brands
Marie-Madeleine Coumakh has forged her expertise in the Western luxury industry. With a Master’s degree in Luxury Brand Management, she has worked for prestigious groups such as the Swatch Group (with brands such as Rado, Certina, Tissot, Breguet) and houses like Hugo Boss and Aigle. Her responsibilities in retail supply and distribution have given her an intimate understanding of the inner workings of the sector, including the crucial importance of communication and digital marketing.
The turning point came in 2020. The Covid-19 crisis prompted her to return to Senegal. What was initially just a vacation turned into a revelation: “It was a combination of circumstances,” she explains. She discovered the immense potential of African brands, but also a lack of digital strategy. On the strength of her experience, she decided to put her skills to work in this booming market.
Committed to serving the continent’s brands
Moving to Senegal, Marie-Madeleine Coumakh Diouf is turning her vision into reality by launching her own digital communications agency, with offices in Dakar, Abidjan and Paris. Her approach is twofold: she acts both as a fashion and lifestyle content creator under the name Queen Serere, and as a digital strategy consultant. “The quality was good, but communication was a bit lacking for some brands,” she observes. Her agency fills this gap, helping local brands define their online strategy, from content creation to managing their presence on platforms.
At the same time, her role as regional manager for French-speaking countries on the Ananse Africa platform strengthens her impact. Ananse Africa is not just an e-commerce platform; it’s also a training hub dedicated to African designers. “We train fashion designers in digital marketing, product development and e-commerce,” she explains. This holistic program includes branding, lookbook creation, brand image consistency, and process professionalization. Marie-Madeleine has already trained between 400 and 450 stylists and couturiers, from young talents to established professionals, helping them to master digital codes and sell their products online, even via TikTok lives for local couturiers. The aim is clear: to give African brands the means to export internationally.
Keys to brand success
For Queen Serere, awareness alone is not enough; conversion into sales is paramount. “We’ve seen how brands with a much stronger digital presence have seen their sales double or even triple,” she points out, citing the example of Asos during Covid. She stresses the importance of several levers for African brands:
- Storytelling: “It’s not just about selling. There are a lot of codes to demystify, such as storytelling, telling a story.” Knowing how to attract, retain and transform a community into brand ambassadors is essential.
- Branding: Building a strong, consistent brand image enables brands to be recognizable. Queen Serere cites the example of Romzy Studio, whose pieces are immediately recognizable, just like those of Louis Vuitton or Chanel.
- Continuous innovation: In the face of plagiarism, which is common in the industry, the answer is not exclusive legal action, but constant innovation. “Plagiarism will always be there. The crux of the matter is how you’re going to stand out. You always have to be one step ahead,” she asserts. Sisters of Africa, her sisters’ brand, is a perfect example, having developed its own unique prints after being copied.
- Customer service quality: an often overlooked but crucial point, especially in Africa where word-of-mouth is powerful. “The quality of customer service… it’s non-existent,” she observes in Senegal. Impeccable customer service builds trust and loyalty.
Sally – Sisters of Afrika
Behind the scenes of Sisters of Afrika’s success
The example of Sisters of Africa, the brand owned by her sisters Hélène and Jeanne, perfectly illustrates this synergy between creativity, business and family. A forerunner in African ready-to-wear and tie-and-dye know-how, the brand has evolved and consolidated thanks to a division of skills: Marie-Madeleine in communications, Jeanne in finance and e-commerce, and another sister in retail management and customer service. Their participation in the “Africa Now” pop-up at Galeries Lafayette is a major recognition, the fruit of over ten years’ hard work and a loyal community.
Ibrahim Fernandez, Maraz, Nadouchka Style, So Fatoo… Marie-Madeleine Coumakh Diouf shares her “favorites”, brands that, each in their own way, innovate and excel. Whether it’s Romzy Studio on international red carpets, Parfait Ikouba for major events, or Nene Yaya daring to position itself in African luxury, these examples demonstrate the vitality and diversity of a fashion scene on the rise.
In short, Marie-Madeleine Coumakh, aka Queen Serere, is an essential voice guiding African fashion into a new era. Through her expertise in digital communications strategy and her commitment to brands, she is actively helping to give “Made in Africa” the visibility and recognition it deserves on the world stage.
Read also
