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Patrick Mavros is the kind of luxury house people tend to discover the way you discover a hidden gallery: through a friend’s cuff bracelet at dinner, a sculpted silver elephant on a coffee table, or a quiet boutique visit that turns into an hour of storytelling.
The brand began in Zimbabwe in 1980 with a small, personal gesture that snowballed into a signature style. Patrick Mavros, a sculptor and silversmith, made a pair of earrings for his wife, Catja. The design caught attention, requests followed, and a family atelier was born, one that would grow up in the Umwimsi Valley north of Harare, surrounded by wildlife, big skies and the daily textures that still define the work.
Four decades later, the house is known for meticulously handcrafted jewellery and objets d’art that feel unmistakably African without leaning on cliché: sculptural animals rendered in precious metals, bold forms drawn from landscapes, and pieces built to last long enough to become heirlooms. It is also a family business in the truest sense, with the next generation raised in the studio and the craft passed down through hands, not slogans.
What has helped set Patrick Mavros apart in the global luxury conversation is that it has expanded without losing its nerve. The brand has carried its story from Southern Africa to an international footprint, with boutiques and client touchpoints in places such as London, Cape Town, Nairobi and Mauritius, while keeping the work anchored in its original point of view.
There is also a thread of purpose that is more than a marketing add on. Conservation and community support are stitched into certain collections, reinforcing the idea that luxury can be both beautiful and accountable.
In this conversation, Alexander Mavros, son of the founder and a key figure in the brand’s evolution, talks about what African luxury really means, how a family atelier earns pricing power from Southern Africa, and why narrative, craftsmanship and relationships remain the brand’s most valuable currency.
For someone who has never heard of Patrick Mavros, how would you describe the brand in under 30 seconds – what do you make, for whom, and what do you stand for?
Patrick Mavros is a family atelier rooted in Africa, creating handcrafted jewellery and objets d’art inspired by the wildlife, landscapes and stories that shaped us. Over the years, we’ve quietly grown into Africa’s definitive luxury brand through consistency and craft. We create pieces for people who value meaning as much as beauty – collectors, travellers, royal families, heads of state, and families who feel a lasting connection to this continent. At its core, the brand stands for integrity – in materials, in storytelling, and in how we build relationships. And just as America has Tiffany and France has Hermès, we believe Africa deserves a house that reflects its own depth, elegance and permanence, which is what we’ve always aimed for.
Where did you grow up, and what parts of your upbringing still shape how you design, lead, and build the brand today?
I grew up on our family farm in Zimbabwe. It was a childhood filled with wildlife, big skies and parents who believed that creativity was a way of life. Watching my father sculpt taught me that ideas deserve patience – and that nothing beats making something with your own hands. Those early lessons still guide how I design and how we run the family business today.
When you hear “African luxury,” what do you think most people get wrong – and what do you want the brand to prove instead?
Many assume African luxury must be raw or rustic. It’s a narrow lens. What we aim to show is that African luxury is refined, modern, elegant – and absolutely on par with the great maisons of the world. Our continent has always inspired design that is powerful and sophisticated. We simply bring that to the global stage.
Your pieces often carry strong narrative and symbolism. How do you ensure the brand remains instantly recognisable as you expand collections and categories?
Narrative is our North Star. Every piece starts with a story… a creature, a landscape, a moment on our continent. That narrative gives the design its sculptural heartbeat. It’s the reason our work feels instantly Mavros, whether it’s a silver cuff or a candelabra. And our initiatives - like the Pangolin Collection supporting the Tikki Hywood Foundation, or the Kolisi Cuff supporting the Kolisi Foundation – deepen those stories and keep them anchored in purpose.
Luxury is as much about perception as product. What have you learned about building pricing power – especially coming from Southern Africa?
Consistency builds belief. When clients see that your craftsmanship never wavers and your materials are uncompromising, the perception shifts from “African luxury is surprising” to “African luxury is undeniable.”
What were the biggest hurdles to being taken seriously in global luxury from Southern Africa, and what specifically shifted perception for you?
The biggest challenge was convincing the world that a family atelier from Zimbabwe belonged in the same conversation as the great global luxury houses. The shift happened when people experienced our pieces firsthand – in our London flagship store, at international shows, through collectors who championed us. Once you feel the weight and detail of a Patrick Mavros piece, any doubt evaporates.
Who is the “core” Patrick Mavros client today, and how has that profile changed over time?
Our earliest clients were travellers and adventurers who had fallen in love with Africa. Today, our client base is broader. They all love story-driven luxury and the idea that what they wear supports real conservation and community impact. They’re discerning, but they want heart, not hype.
What has been the most effective growth channel for you – flagship retail, wholesale partnerships, private clienteling, online, or international trunk shows – and why?
Our private buyers remain incredibly strong because relationships are our superpower. Our boutiques – from London and Cape Town to Kenya and Mauritius – are equally important as anchors for the brand. And online has grown steadily because our clients trust what arrives will meet their expectations. Each channel plays a role, but the magic usually happens person to person.
Without sharing confidentials: what are the biggest cost centres in your business, and where do you see the greatest leverage for margin expansion as you grow?
Raw materials and master craftsmanship. Silver, gold, and the extraordinary artisans who bring our vision to life. The leverage lies in scale: as our international footprint grows, we gain efficiencies without sacrificing the handwork that defines us. We’ll never cut corners, but we can create smarter systems.
In 10 to 20 years, what do you want Patrick Mavros to represent in the global luxury landscape – and how are you thinking about succession, governance and protecting the brand’s DNA?
It has always been our aim to build an unassailable luxury maison… I want us to continue to be seen as Africa’s great luxury house – a brand with legacy, imagination and purpose. The world should recognize us not just for our creations, but for the conservation and community impact woven into them. Succession is the easy part – we’re four brothers raised in the studio, each carrying part of the brand’s story. Governance and long-term protection of our DNA come down to one thing: staying true to our home. As long as we honor Africa and the natural kingdom, we’ll stay authentic.
