Background and Achievements
Miss world Pageant.
The Miss World Beauty pageant is the oldest and the most widely recognized pageant in the world in its 63rd years of history.
The pageant that was started by the late Erick Morley in 1951 initially focused on the festival of Britain after the Second World war with the simple objective of bringing Nations together.
Over its sixty years history, the beauty showcase has become the world’s most loved and popular event, franchised in over 140 countries.
The event enjoys a massive television audience with more than 2.3 billion viewers in over 140 countries being second to the Fifa World Cup and the Olympics in International participation.
Through the pageants international theme of “Beauty With A purpose”, the event has become one of the biggest generators of funds for Children‘s charities raising over US $ 1.5 Billion.
Miss World Kenya.
Similarly as Eric Morley approached the first Miss World pageant, the franchise aims to capture the fresh mood of optimism within the pageant and to reinvigorate the continent of Africa and its pride in the beauty of African Woman.
In 2002, Miss World Kenya:–the oldest and most widely recognized pageant in the country took on a positive turn under the management of Ashleys Kenya Limited starting a journey of status restoration and reinvigoration.
Ashleys has over the years been recognized as a key player within the beauty industry. Its concerns regarding management, low publicity and general public interest and perceived lack of commitment during previous years prompted the company to acquire the franchise for the pageant.
The pageant in the last ten years has attracted well over 500 contestants to the pageant showcasing before live audiences of over 500 people and on televised to an audience of over five million viewers. “Ashleys Kenya will adhere strictly to the pageant theme “Beauty with a purpose” by emphasizing strongly morals and hospitality aspects.”
Miss world brings nations of the world together, promoting unity and togetherness among 140 countries who participate every year.
In additional to unity, it also plays a role in raising awareness about challenges facing the world such as poverty, disease and conflict while promoting tourism of individual countries.
Cecilia Mwangi (Miss World Kenya 2005) who is The Anti-Jigger ambassador has played big role in helping children infested with jiggers.
In October 2010 during Miss World Competition held in Sanya – China. “Beauty with Purpose Crown” was won by Natasha Metto (Miss World Kenya 2010)
This was due to her collaboration with Cecilia Mwangi in eradication of jiggers.
This prompted the visit to Kenya by Miss World 2010 Alexandria Mills, the president of Miss World Julia Morley and other dignitaries to present the award. During this Historic visit of a reigning Miss World they visited those affected by jiggers in Mathira in Nyeri County
In 2012 Ashleys partnered with Eabl through their Snapp Brand to select Kenya’s representative to Miss World 2012. Having been well equipped for stardom, Miss World Kenya 2012 Shamim Ali defied all odds to make it to the top-15 semi finalists out of 115 across the world during Miss World Competition held at the Dongsheng Stadium in Ordos China.
Among the 15 finalists only two African countries were represented, Kenya and South Sudan. Shamim managed to bag the Miss Africa position of first runners up and South Sudan’s clinched the ‘Continental Beauty Queen’ title. (Miss Africa).
Miss World Kenya 2012 also raised $16,000 (Sh1, 345,000) during a charity dinner and was among top 5 in the category ‘Beauty with a Purpose’.
Kenya was last crowned ‘Continental Beauty Queen’ in 2000, with the title belonging to Yolanda Masinde. Before that, the country boasted the title thrice before; (in 1990) Aisha Lieberg, (in 1988) Diana Neilor and (in 1984) Khadija Adam Ismail, earning us a joint 12th place overall continental clinch with West African neighbours Nigeria.