Conversations with our Founder of Crafted Africa

Building Crafted Africa: A life shaped by curiosity,

adventure and a love for Africa. 

For Mike Varndell, the idea for Crafted Africa came from wanting something different from the life he had built in finance. He wanted to spend more time outdoors, meet people and build a life around the Africa he knew and loved. Born in Zimbabwe and raised in Malawi, Mike began his career in finance before realising that the boardroom was not where he wanted to spend his life. He left his job in London and travelled through South America before returning to Malawi, where he saw an opportunity to share the beauty, culture and wilderness of the Warm Heart of Africa with travellers from around the world.

The Beginning of Crafted Africa

In 2010, Mike founded Malawian Style with a simple idea: to share the very best of Malawi with travellers looking for authentic experiences in the Warm Heart of Africa.

What started as a small passion project soon began to grow. Travellers wanted to explore more of the region and the team began combining Malawi with Zambia, creating multi-country itineraries that showcased the incredible diversity of these neighbouring destinations. It was during this time that many people began to know Mike as “Malawi Mike”, a name that still follows him today. As the business evolved, so did the vision. The company expanded into Mozambique and Zimbabwe, while continuing to explore opportunities across Southern Africa, including Botswana and South Africa.

A Rebrand, a Pandemic & Quite a Lot of Wine

This growth eventually led to the rebrand from Malawian Style to Crafted Africa, reflecting the wider destinations, deeper knowledge and thoughtful travel experiences the team had built over the years. Like many travel businesses around the world, COVID brought the industry to a sudden standstill. For Mike, the biggest priority during this uncertain time was protecting the people who had helped build the company. This was the beginning of Wines & Wings, a wine distribution business created in Malawi. The idea was never simply about selling quality wine. It was about creating an opportunity that could support the Crafted Africa team while the travel industry recovered. 

With a shared appreciation for quality wines, hospitality and bringing people together, the business grew into something incredibly successful. Today, Wines & Wings continues to flourish and has become another way for Mike and the team to invest back into Crafted Africa, creating opportunities for local staff to grow, travel and gain the first-hand destination knowledge that remains at the heart of everything they do.

In Conversation With Mike

We caught up with Mike for a chat about the places he loves, the people he has met along the way and what keeps him coming back to Africa. He shares some of his favourite camps, the destinations he never gets tired of and a few of the stories behind Crafted Africa.

Question 1: What made you leave finance and start a career in travel?

If I look back almost two decades ago, I never imagined I would be running my own DMC because, honestly, I didn’t even know what a DMC was. I knew I wanted a life that combined comfort and adventure. Financial security is important, but I also believe that a fulfilling life is about more than just a salary. Having the freedom and flexibility to spend time outdoors, meet incredible people and experience the places I love was equally important to me. Africa gave me that opportunity.

Question 2: What has Africa taught you that you could never have learnt in a boardroom?

That there is more to life than meetings. Africa has a way of reminding you to slow down, appreciate the moment and focus on the things that really matter.

Question 3: Which destinations and camps have a special place in your heart?

Two camps that stand out for me are Kavinga Safari Camp and Old Mondoro. Kavinga is special because of the incredible wildlife experience. It has that feeling of being completely connected to the wilderness. Old Mondoro is equally special for its location and authenticity. The leopard population, elephants, hippos, sunsets and winterthorn trees all create a unique safari experience.

For a favourite destination, I would have to say Tofo in Mozambique. It is not just about one lodge. It is the entire feeling of the place. The whales coming close to shore, the restaurants, the beach, the community and the relaxed atmosphere make it somewhere I always love returning to.

Question 4: What wildlife sighting could you watch 100 times?

Leopards with cubs. Actually, anything with a cub. Cubs. It’s so special watching young cubs learning, exploring and interacting with their surroundings.

Question 5: What place in Africa do you think more people should know about?

Malawi. It’s truly authentic and away from the crowds. Diverse and honestly, still one of Africa’s best-kept secrets. The different landscapes, the warmth of the people, the wildlife and Lake Malawi make it an incredibly special destination.

Question 6: What is the biggest lesson you have learnt from your team or in life?

Age, qualifications and experience are all valuable, but they’re only part of the equation. The qualities that really matter are attitude, humility, a willingness to learn, the desire to go above and beyond, and the commitment to be a genuine team player. Loyalty, integrity and a strong work ethic can’t be taught. Those are the qualities that build exceptional people, exceptional teams and, ultimately, exceptional businesses.

Question 7: What makes you most proud about Crafted Africa?

The journey we went through to get where we are today. There have been plenty of bumps, bruises and difficult moments along the way. Building a business comes with challenges, but seeing what the team has achieved despite those challenges makes me incredibly proud. Most importantly, I am proud of the people behind Crafted Africa. Creating a team where people feel valued and looked after has always been one of the most important things to me.

Question 8: What is the best piece of advice you have ever received?

If you follow your passion in life and genuinely enjoy what you do, it will never feel like work. Of course, financial security is important, but I have learnt that a fulfilling life is not built on salary alone. The freedom to enjoy what you do, work with people you value and spend your time doing something that gives you purpose is equally important.

Question 9: What cause, person you have met or project has touched your heart most deeply throughout growing your business as a DMC?

There are simply too many incredible organisations to single out just one. The amazing work being done by African Parks, Mulberry Mongoose, Project Luangwa, TREEZ, Root to Fruit, Imvelo, Conservation South Luangwa, Conservation Lower Zambezi, Musekese Conservation and so many others has been a huge inspiration to us as we establish our own Foundation.

Our ambition is simple: to give back as much as we can to the communities and conservation initiatives that make this part of Africa so special, while supporting our team and looking after them as best we can. We firmly believe that tourism has a responsibility not only to protect these remarkable places, but also to create lasting, positive impacts for the people who call them home.

Question 10: What do you hope Crafted Africa will be known for over the next 20 years?

I hope we continue to be known for exceptional service and genuine destination knowledge. But more than that, I want Crafted Africa to be a place where our team feels so supported and valued that they never want to leave. Looking after our people is just as important as looking after our guests.

Sharing The Africa We Know

After nearly two decades, the reason behind Crafted Africa remains the same. It is about knowing Africa properly and sharing the Africa we know. The places beyond the obvious. The guides who bring a landscape to life with amazing stories of the wild. The seasons that change the way a destination feels. The small details that you only understand after spending time there. At the end of the day, the best recommendations do not come from a brochure, they come from honest and personal experience. That is what has always been at the heart of Crafted Africa: sharing the Africa we know.