Asmara Coffee is more than just a place to buy your morning brew. It’s a proudly South African coffee brand that brings people together through good coffee and good vibes.
The woman behind the brand is Sibusisiwe Magwentshu, a smart, driven entrepreneur who began her career as a food scientist for major retailers and the oil industry. But her true passion has always been coffee and making it accessible to all people a calling that led her to build a brand rooted in purpose, community, and African excellence.
Sibusisiwe started Asmara Coffee eight years ago with two partners because she wanted to showcase the rich flavour of coffee. “I wanted to create a warm and welcoming experience,” she said, “a space where people could learn, explore, and fall in love with African coffee.”
Like many entrepreneurs, she faced tough challenges in the early days: limited brand awareness and a crowded market. But instead of giving up, she found smart ways to stand out. Through strategic partnerships and tailored coffee solutions, Asmara slowly gained recognition.
Some of her big moments were partnering with large corporates such as Woolworths, City Lodge Hotels and Puma Energy. These milestones helped grow the brand’s footprint and build credibility.
But Sibusisiwe didn’t stop there. She expanded the business from roasting and supplying to running her own cafés with a footprint in Wynberg, Rosebank and Parktown in Johannesburg. “That was a full-circle moment for me,” she said. “Seeing the Asmara brand on a shopfront and serving our own community, was a dream come true.”
As a mother, Sibusisiwe says her children and the legacy she wants to leave for them inspire her to show up every day. “There’s no perfect balance between work and life; you just juggle as you go. I make time for family and remember to be proud of how far I’ve come.”
She believes people are the heart of her business: from the farmers growing the beans to the customers sipping on cappuccinos. Her team has grown from just 3 to 16 people, and she proudly invests in young people through barista training and community education.
But she says one of the hardest things she had to do was buy out her business partners. Even though she lost 80% of her revenue in the process, that decision gave her the freedom to lead the business on her own terms, guided by her vision and values.
Her dream for the future is big: she wants Asmara Coffee to become a leading African coffee brand and has plans for more cafés. With support from programmes like the SAB Foundation’s Tholoana Enterprise Programme, and through strong corporate partnerships, Sibusisiwe is taking African coffee to the world.
Her advice to aspiring entrepreneurs: “Trust your gut – it’s your compass. There are people rooting for you even when you don’t know it. Make them proud – but most importantly, make yourself proud.”
*Asmara Coffee is a participant business on the SAB Foundation’s Tholoana Enterprise Programme.
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About the Author
Terrena Rathanlall is the SME Media Portfolio Manager at Fetola.
