Fashion agency PAFA relishes global recognition

PIC: PAFA CEO Yoweri Kakooza says the award will help improve Brand Uganda. (Courtesy photo)

FASHION INDUSTRY

KAMPALA - Uganda's fashion awards agency Pearl of Africa Fashion Awards (PAFA) is set to receive an International Arch of Europe (IAE) for Quality and Technology Award in the GOLD category.

PAFA was selected on the basis of voting process carried out among the previous award winners of the accolade and research by the Business Initiative Directions (BID) selection committee.

The decision to present this award is the result of the research and analysis carried out by quality hunters, leaders, entrepreneurs and experts in quality directed by BID.

The awards ceremony will take place March 17 and 18 in Frankfurt, Germany.

PAFA is only the second entity from Uganda to get the BID award, after Cafe Pap in 20150. BID is present in 170 countries across the globe.

PAFA chief executive Yoweri Kakooza said the award can improve Brand Uganda internationally, saying the Pearl of Africa has a unique identity.

"It gives us a challenge. We are tasked with doing better and much better every year," he said at a press briefing in Kampala recently.

The IAE selection committee bases its decision on the criteria of the QC 100 model of total quality management, designed by BID to offer a complete answer to the complex world of quality culture.

It includes the best elements, theories and systems, created by quality academics to develop a model which unites, integrates and changes Total Quality Management into a practical exercise.

Eric Ntalo, the marketing manager of PAFA, noted that the "well-deserved" award will play a role in boosting Uganda's tourism industry.