This document discusses the rise of artisanal luxury brands in South Africa. It begins by providing context about how millennials value sustainability, locality, and fair trade practices in their purchasing. This has led to terms like "artisanal", "craft", and "handmade" becoming synonymous with luxury brands. The document then profiles several successful South African leather brands like Research Unit, Freedom of Movement, and Matblac that produce high quality, handmade leather goods in small batches. It discusses how these brands are gaining popularity nationally and internationally by communicating their brand essence through social media. In conclusion, while these local brands are still small compared to international competitors, they are establishing their design identities and finding customers who appreciate their narratives