The Heritage Preservation Fund

Jufuré’s commitment to preserving African heritage extends far beyond fashion. As part of our mission to honour and uplift the rich cultural traditions of the continent, we created the Heritage Preservation Fund — a long-term initiative dedicated to safeguarding the cultural memory and creative legacy of The Gambia. While inspired by our deep connection to the historic village of Jufureh, the Fund now embraces a broader vision: to support local communities across The Gambia in sustaining the traditions, skills, and stories that define their identity, we also open pathways to economic empowerment, enabling individuals and families to build resilient, dignified futures rooted in culture.

A Commitment to Community

At the core of the Heritage Preservation Fund is a belief that culture lives within people — not just in objects, but in the hands that shape them, the voices that tell their stories, and the rituals that hold meaning. This initiative provides direct support to local communities, whether through funding for tools and materials, training for young artisans, or preserving oral traditions and cultural practices that risk being lost. It is designed not only to sustain craft but to restore pride, agency, and continuity in the face of economic and generational change.

Celebrating The Gambia’s Cultural Ecosystem

From the woodcarvers of Brikama to the textile dyers of Basse Santa Su, better known as Basse, from traditional storytellers to community historians, The Gambia is home to a vibrant ecosystem of cultural custodians. The Fund seeks to offer both visibility and tangible support. Our goal is to empower communities to keep their traditions alive — on their terms — while creating new opportunities for cultural exchange, economic sustainability, and youth engagement.

Bridging Heritage and Global Fashion

Through the Heritage Preservation Fund, Jufuré integrates local craft and cultural depth into a modern fashion language. But this is not extraction — it’s collaboration. By incorporating community symbols and narratives into our collections, we ensure that every piece carries the weight of history and the energy of now. Fashion becomes not just a product, but a medium for cultural continuity.

Empowerment Through Preservation

Preservation is empowerment. By supporting local communities, the Fund provides more than financial assistance — it reinforces identity, self-reliance, and community cohesion. We believe that when people are empowered to preserve their heritage, they are also empowered to shape their future.

The Journey Forward

As the Heritage Preservation Fund grows, our ambition is to deepen our partnerships and expand our reach — connecting with more communities, supporting more cultural projects, and building an enduring network of Gambian heritage champions and shapers. From school-based heritage education to intergenerational storytelling programs, the path forward is to be filled with possibilities.

This is more than fashion. This is cultural stewardship.