Wild In Africa

What Wild In Africa does

Wild In Africa is a privately held, founder-led direct-to-consumer jewelry brand founded in 2017 by National Geographic wildlife filmmaker Shannon Wild. The company designs and sells handcrafted beaded bracelets made from genuine semi-precious stones and vintage African beads sourced from Namibia, Kenya, Ghana, Ethiopia, Mali, Morocco, Tibet, and recycled glass from Zambia. All production is hand-beaded in limited quantities at the company's air-conditioned workshop in Hoedspruit, South Africa (Limpopo province), with a second retail location at Bosveld Village nearby. The company also retains a registered head office in Robina, Queensland, Australia and a US fulfillment center. The product catalog spans individual bracelets ($50–$185), curated stacks and bundles ($125–$272) with 15–20% bundle discounts, accessories such as phone connectors ($12), and a vintage beads one-of-a-kind collection ($150). A dedicated charity bracelet line ties each SKU to one of 19 named African wildlife conservation partners, including Endangered Wildlife Trust, Wildlife ACT, Zambian Carnivore Programme, Timbavati Foundation, and Rhino Revolution, with 50% of profits allocated to the partner (donation commitment was reduced from 50% of purchase price to 50% of profits effective January 1, 2025).

The business operates as a single-channel Shopify storefront (wildinafrica.store) supporting 30+ country/region currencies (USD, AUD, EUR, GBP, ZAR, CAD, JPY, SGD, etc., with India explicitly excluded), shipping globally via the US fulfillment center for American customers and a South African local courier for domestic orders. Revenue mechanics are entirely transaction-based, one-time-purchase (no subscription), priced at fixed USD tiers with free shipping above US$250 (ZAR 2,000). The company is SEDEX audited and certified for ethical supply-chain standards, offers a 1-year replacement warranty, and operates with ~12 employees. Distribution extends beyond DTC to a wholesale portal (wildinafricasa.co.za) and a corporate gifting program; in-person beading workshops at the Hoedspruit studio provide an additional experiential revenue stream. No institutional capital has been disclosed; the company is bootstrapped with ownership concentrated with the founder. There is no mobile app, no API, no proprietary technology platform, and no disclosed AI/ML components — operations run entirely on off-the-shelf Shopify commerce, Postscript SMS, and email marketing tooling.

Name

Wild In Africa

Legal name

Wild In Africa

Website

https://wildinafrica.store

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Wild In Africa is a bootstrapped, founder-led DTC jewelry brand founded in 2017 by National Geographic filmmaker Shannon Wild, selling handcrafted beaded bracelets made from genuine semi-precious stones and vintage African beads at its Hoedspruit, South Africa workshop, donating 50% of profits to 19 wildlife conservation charities and shipping globally through a Shopify storefront.

Ownership category

akta.pro rank

Product category

Handcrafted Conservation Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

Costume Jewelry & Novelties (3960)

akta.pro primary industry

Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

akta.pro secondary industries

Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)

Keywords

• Handcrafted beaded bracelets
• Wildlife conservation jewelry
• Semi-precious stone jewelry
• Charity bracelet collections
• Vintage African beads

Headquarters

HQ city

Robina, Queensland

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Bracelet and Jewelry Product Sales: Wild In Africa generates revenue through the direct sale of handcrafted beaded bracelets and jewelry. Products are sold at fixed price points ranging from $50 to $272 USD depending on the product type. The company donates 50% of profits to wildlife conservation charities with each corresponding bracelet sale. The business operates on a one-time purchase model rather than subscription.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Wild In Africa designs, handcrafts, and sells beaded bracelets and jewelry made from genuine semi-precious stones and vintage African beads sourced from Namibia, Kenya, Ghana, Ethiopia, Mali, Morocco, and Tibet. All pieces are handmade in limited quantities at the company's air-conditioned studio in Hoedspruit, South Africa, with 50% of profits donated to 19 partner African wildlife conservation charities. Supplementary offerings include in-person beading workshops, corporate gifting, and a wholesale portal for resellers.

Product overview

Wild In Africa is a wildlife conservation jewelry brand founded in 2017 by National Geographic filmmaker Shannon Wild, offering handcrafted beaded bracelets made from genuine semi-precious stones and vintage African beads. The product portfolio centers on charity bracelets (with 50% of profits donated to wildlife conservation organizations), bracelet stacks and bundles, the Big 5 Complete Collection representing Africa's iconic safari animals, and a vintage beads collection featuring antique beads sourced from across Africa. Additional offerings include beading workshops, corporate gifting services, and wholesale access for retailers. All products are handmade in limited quantities at the company's air-conditioned studio in Hoedspruit, South Africa, with a 1-year replacement warranty and worldwide shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Wild In Africa Bracelets Handcrafted beaded bracelets made from genuine semi-precious stones and vintage African beads, designed by founder Shannon Wild and handmade in limited quantities in Hoedspruit, South Africa. Sold to individual consumers worldwide via the Wild In Africa online store.
• Charity Bracelets Bracelets tied to individual African wildlife conservation organizations (e.g., Endangered Wildlife Trust, Rhino Revolution, Zambian Carnivore Programme, Wildlife ACT, Timbavati Foundation, AFEWIS, Table Mountain Ghost Frog). Each charity bracelet directs 50% of profits to its named partner charity; available as individual purchase or via dedicated collection pages.
• Bracelet Stacks and Bundles Curated collections of multiple bracelets sold together at a bundled discount (15% off for most stacks), including themed sets such as the Wildlife Conservation Stack (Pangolin, Cheetah & Zebra), the Shannon Wild Stack, Down To Earth Stack, Starter Stack Bundle, and Charity Champion Bundle. Designed for individual consumers seeking coordinated looks.
• Big 5 Complete Collection - Ultimate Safari Stack Premium collection featuring individual bracelets for each of Africa's Big 5 iconic safari animals and the complete stack sold as the ultimate safari set at a 20% discount. Targeted at safari enthusiasts and conservation supporters seeking a comprehensive themed set.
• One-of-a-Kind Vintage Beads Collection One-of-a-kind bracelets handcrafted by Shannon Wild using vintage metal beads sourced from Namibia, Kenya, Ghana, Ethiopia, Mali, Morocco, and Tibet, combined with recycled glass beads from Zambia. Each piece is unique and priced at $150.
• Beading Workshops In-person beading workshops hosted at Wild In Africa's workshop locations in Hoedspruit, South Africa, where participants learn to create handcrafted beaded bracelets. Available to individuals and small groups visiting the studio.
• Corporate Gifting Custom gifting service for businesses and organizations that want to purchase Wild In Africa bracelets in bulk for corporate events, employee incentives, or client gifts, leveraging the brand's conservation story.
• Wholesale Access Wholesale ordering platform accessible at wildinafricasa.co.za for retailers, stockists, and resellers interested in carrying Wild In Africa bracelets in their stores.

Quantifiable outcome

• Donates 50% of profits to wildlife conservation
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature1 record

Partnerships

19 partnerships are on record, tiered core and minor.

• Endangered Wildlife TrustcoreStrategic or Co-development PartnerWild In Africa supports the Endangered Wildlife Trust through dedicated charity bracelets. The Endangered Wildlife Trust protects pangolins, vultures, cranes, cheetahs, and African wild dogs while conserving critical habitats across Southern Africa.
• Wildlife ACTcoreStrategic or Co-development PartnerWildlife ACT protects endangered species through strategic monitoring and research in South Africa's wilderness areas. They track painted dogs, cheetahs, rhinos, lions, and elephants.
• Zambian Carnivore ProgrammecoreStrategic or Co-development PartnerZCP works to secure a future for Africa's great predators including lions, leopards, cheetahs, hyenas, and wild dogs in Zambia's Luangwa Valley through science and community collaboration.
• Wild Tomorrow FundcoreStrategic or Co-development PartnerWild Tomorrow Fund leads conservation efforts to support wildlife in Ukuwela, South Africa, through habitat protection and wildlife support programs.
• Nkombe RhinocoreStrategic or Co-development PartnerNkombe Rhino focuses on rhino conservation efforts in Africa, fighting poaching and supporting rhino population recovery.
• Rhino RevolutioncoreStrategic or Co-development PartnerRhino Revolution fights poaching and secures rhino populations through dedicated conservation initiatives.
• Invictus K9coreStrategic or Co-development PartnerInvictus K9 protects Africa's wildlife through specialist anti-poaching dog and handler teams, supporting rangers with tracking, detection, and conservation response.
• Saving the SurvivorsminorStrategic or Co-development PartnerSaving the Survivors provides medical care and support for injured and traumatized wildlife in South Africa.
• Timbavati FoundationcoreStrategic or Co-development PartnerTimbavati Foundation preserves critical wildlife corridors and communities in the Timbavati region of South Africa.
• Over & Above AfricaminorStrategic or Co-development PartnerOver & Above Africa supports various conservation initiatives across the African continent.
• Leo AfricaminorStrategic or Co-development PartnerLeo Africa focuses on lion conservation and protection of African big cats.
• Ground Hornbill ConservationminorStrategic or Co-development PartnerGround Hornbill Conservation works to protect and conserve the Southern Ground-Hornbill species in Africa.
• AFEWIS Elephant ConservationcoreStrategic or Co-development PartnerAFEWIS focuses on elephant conservation efforts in Africa, protecting these majestic animals from poaching and habitat loss.
• Botswana Elephant CentreminorStrategic or Co-development PartnerBotswana Elephant Centre provides education and conservation programs centered on elephants in Botswana.
• Adventures of PiliminorStrategic or Co-development PartnerAdventures of Pili is a children's educational program about African wildlife and conservation.
• Sungazer Working GroupminorStrategic or Co-development PartnerSungazer Working Group focuses on conservation of the Sungazer lizard species endemic to South Africa.
• Table Mountain Ghost Frog (Endangered Wildlife Trust)minorStrategic or Co-development PartnerSupports Endangered Wildlife Trust efforts to safeguard the freshwater habitat of the Critically Endangered Table Mountain Ghost Frog, restricted to seven streams on Table Mountain in Cape Town.
• Backwater SanctuaryminorStrategic or Co-development PartnerBackwater Sanctuary provides wildlife rescue and rehabilitation services, particularly for horses.
• Vatuvara FoundationminorStrategic or Co-development PartnerVatuvara Foundation supports conservation and community initiatives, with operations extending to Fiji.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Sevenly: Sevenly sells apparel and accessories with a portion of proceeds donated to rotating charities, similar to Wild In Africa's charity-bracket model. It overlaps in the cause-driven giftable consumer segment while operating a broader product mix.
• Brilliant Earth: Brilliant Earth is an online jewelry retailer positioned around ethical sourcing and traceability. It competes for the same ethically-minded jewelry consumer but operates in fine jewelry rather than the beaded/handmade niche where Wild In Africa sits.
• BeadforLife: BeadforLife sells fair-trade beaded jewelry made by women artisans in Uganda, directly comparable to Wild In Africa's handmade South African production and impact-driven positioning.
• Made Trade: Made Trade curates ethically sourced jewelry and accessories from small makers worldwide. It overlaps with Wild In Africa as a distribution channel for handmade, fair-trade jewelry and competes for the same ethically-minded consumer.

Broad incumbents

• Alex and Ani: Alex and Ani is a much larger established jewelry brand built around symbolic, cause-tied charm bracelets. It overlaps with Wild In Africa in the giftable, meaningful-jewelry category but at meaningfully higher scale and brand recognition.
• Etsy (handmade jewelry category): Etsy is a broad marketplace hosting thousands of handmade jewelry makers, including beaded and vintage-bead bracelets comparable to Wild In Africa's vintage African bead designs. It represents the structural competitive backdrop for the handmade jewelry category.

Direct peers

• Pura Vida Bracelets: Pura Vida Bracelets is the closest direct peer: it sells handmade beaded bracelets online with a charitable component and multi-country shipping. The two brands compete for the same cause-driven consumer and operate similar stack-and-bundle DTC mechanics.
• Lokai: Lokai is a direct peer in the cause-driven bracelet category, selling silicone-and-bead bracelets with charitable tie-ins. It targets a similar giftable, mission-driven consumer and competes in the same price band as Wild In Africa's lower-end SKUs.
• 4ocean: 4ocean is a direct peer selling bracelets whose sales fund ocean cleanup, using a similar one-for-one conservation impact model. It demonstrates the same cause-based DTC bracelet playbook and competes for the same impact-driven buyer.
• The Giving Keys: The Giving Keys sells cause-driven jewelry that funds employment for people transitioning out of homelessness, with a similar handmade, story-led positioning. It overlaps with Wild In Africa in the mission-driven giftable jewelry category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wild-in-africa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wild In Africa