In a historic ceremony at London’s iconic Drapers’ Hall, South African entrepreneur and diplomat Avi Lasarow became the first South African to be formally robed as a Liveryman Entrepreneur within the City of London, as part of a landmark event recognising the elevation of both the Company of Entrepreneurs and its members to full Worshipful Company status.
Lasarow Joins Historic Livery Ceremony at the Worshipful Company of Entrepreneurs
Lasarow, who had previously held the status of Freeman of the Company, was among 41 founding members formally clothed in ceremonial robes in the Company’s first official Clothing ceremony since being granted full Livery status. A prestigious milestone in the City of London’s civic tradition.
“This isn’t just about ceremony,” Lasarow said.
“It’s about tradition, civic duty, and building a legacy that values both innovation and impact. To represent South Africa in this way is a true honour.”
The Worshipful Company of Entrepreneurs, originally established as the Guild of Entrepreneurs in 2014, has spent over a decade building its reputation, service, and contribution to the City of London.
In 2024, it was granted the honour of Worshipful Company status, formally making it one of the City’s Livery Companies.
The elevation to full status marked an important recognition: that entrepreneurship, much like traditional trades, is a professional discipline with civic and social value. Some of its members who were already Freemen of the Company, were now formally clothed as Liverymen.
Held in the majestic surroundings of Drapers’ Hall, the ceremonial home of one of the City’s oldest Livery Companies, the inaugural Clothing ceremony included speeches by senior officials, including the Rt Hon. the Lord Mayor of London and the Lady Mayoress.
Each entrepreneur, including Lasarow, was robed in the Company’s colours and welcomed into this next chapter of service.
“The Lord Mayor’s speech really struck a chord,” said Lasarow.
“He reminded us that entrepreneurship is not just about building businesses – it’s about building better societies.”
A South African in London’s Civic Heart
Lasarow’s inclusion in this founding group of Liverymen is significant not only because of his professional success, but also because of his broader role as a cross-border leader.
Born in Johannesburg, he built his career in the UK and Africa through a string of biotech and health-tech ventures.
He is best known for founding DNAFit, a pioneering company that delivered genetics-based wellness solutions.
DNAFit was later acquired by Prenetics, a global diagnostics leader, where Lasarow led the EMEA region and played a pivotal role during the COVID-19 pandemic by launching large-scale testing and travel clearance systems across Europe.
In addition to his commercial work, Lasarow was appointed Honorary Consul for South Africa in the United Kingdom in 2011.
Lasarow’s civic commitments go beyond diplomacy. He is a passionate advocate for mentorship, access to innovation, and equitable health outcomes.
In early 2025, he was appointed as a Special Advisor to the B20 Digital Transformation Task Force, the business arm of the G20, where he plays a part in work focused on Africa’s digital inclusion, cybersecurity, and tech-driven development.
What is a Liveryman and why does it matter?
To understand the importance of this moment, one must understand the role of Livery Companies in London life.
Dating back to the 12th century, Livery Companies originated as guilds. Associations of professionals who set standards, trained apprentices, and contributed to public works.
Over time, they evolved into powerful civic and charitable institutions.
Today, there are 111 active Livery Companies in London, each representing a trade or professional discipline, from Drapers and Goldsmiths to Information Technologists and now, Entrepreneurs.
To be “robed” as a Liveryman means full membership in one of these Companies.
It carries civic responsibility and ceremonial rights, including the privilege of voting in elections for the Lord Mayor and Sheriffs of London.
More importantly, Liverymen commit to upholding the values of public service, charity, mentorship, and excellence in their field.
What do you think Avi Lasarow’s achievement means for South African entrepreneurs on the global stage?
Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1.
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