The Roundup: Éluwa Studio, Anitabel and More New Arrivals in May

The Roundup: Éluwa Studio, Anitabel and More New Arrivals in May

The Roundup is where to discover just-landed products and key pieces across ready-to-wear apparel, accessories, shoes and more, and be the first to source them for your wholesale assortment as soon as they arrive.

In May, we welcomed more new brands onto The Folklore Connect’s wholesale platform, including ready-to-wear brand Anitabel, knitwear specialist INKE and a number of cosmetic and skincare brands. Each of them brings their idiosyncratic approach to design to the forefront, ranging from sustainably sourced materials to organic ingredients and mood-boosting designs. Discover them below.


Address Oasis

Address Oasis four-part set

Entrepreneur Loran Wilson started her skincare brand Address Oasis to create spa-like products that can be used in the comfort of one’s home. She has devised a four-part treatment system that is formulated to hydrate and moisturise dry skin. Comprised of a body wash, scrub, body butter and serum, each Address Oasis product is handmade from organic, natural ingredients that improve the overall health of skin, such as aloe vera, organ oil and shea butter. 


Anitabel dress

Taking a refined approach to modern occasionwear, UK-based Anitabel is a contemporary womenswear brand offering fashion-forward pieces that make a statement. The brand employs structural shapes and clean lines for its line of ready-to-wear cocktail dresses stylist separates, bringing a tailored touch to special occasions. Each piece is cut and fitted at Anitabel’s atelier, with the end results displaying fine craftsmanship and the artistic vision of the founder and designer Anita Ebeledike.

Chee Lee Designs

Chee Lee Designs Nugget ring

Founded in New York by self-taught designer Cheena Mitchell, Chee Lee is a jewelry brand specialising in demi-fine pieces that are inspired by North African tribal designs and works of art. Geometric shapes with sculptural elements are hallmarks of Chee Lee’s designs, featured in rings, bracelets and necklaces created from gold vermeil, and sterling silver. Ranging from chunky rings studded with colorful stones to smooth, plain versions with no adornments, each piece is made-to-order by hand.

Éluwa Studio

Éluwa Studio candles

, which means “market” in the Bakweri language of an ethnic group from the southwest of Cameroon, was founded by entrepreneur Lee Litumbe in 2022. Inspired by unique craftsmanship and one-of-a-kind goods that can only be found at artisanal markets, the brand handcrafts luxury scented candles rendered in artistic shapes and forms inspired by the human body. All of Éluwa’s candles are made from a blend of natural soy and beeswax, which is mixed and poured by hand in the brand’s studio in Dakar, Senegal.

Honey Beauty

Honey Beauty set

Founded in Lagos, Nigeria in 2021, cosmetics brand Honey Beauty specializes in high-quality make-up that compliments and celebrates natural beauty. The brand has spent three years developing premium products that are accessible, easy to use and cruelty-free. A direct response to the pressures of so-called “Instagram face”, Honey Beauty products are designed to enhance, not alter, the natural looks of the women that use its range of eyeshadow palettes, mascara, lipglosses and brow pencils.


INKE Clara open-knit sweater

Cape Town-based INKE is a knitwear brand that celebrates creativity and sustainability. From chunky sweaters to soft, delicate knitted vests, the brand employs a broad palette of bright colors and soothing shades to evoke both femininity and calm in its designs. From mohair wool to high-quality yarns, all materials used by INKE are chosen carefully, with a focus on locally sourced natural fibres from the Karoo and Eastern Cape regions of South Africa.



High-quality, easy-to-use makeup products made with skincare-style ingredients are the speciality of beauty brand M2U NYC. From colorful eyeshadow palettes to cream blushes and liquid lipsticks, M2U NYC’s products are safely formulated to be vegan, paraben-free and cruelty-free. They are inclusively designed to suit all shades and tones, and are versatile and long-lasting.

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