If you could dress any 3 celebrities in pieces from your lines, who would those celebrities be, and what would you dress them in?
Michelle Obama – she’s a beautiful woman and her dress style is very classy, but she’s not afraid to be bold, so I’d choose something like the Abrihet or Fana Necklace.
Rihanna – she’s got an adventurous sense of style and can pull of almost any look. I dress her with something edgy, like one of the shoulder pieces I created for Africa Fashion Week London.
Angelina Jolie – she holds a chic and confident poise and I think the emerald green and rich bronze-gold tones of the Fana Necklace would complement her eyes and dark hair beautifully.
If you could sum up your brand in 3 words, they’d be…
Meaningful, Exotic, Captivating.
What is the best feedback you’ve received about your brand and your work?
The stories that I share about each ethnographic element are what makes my jewellery extra special and captivating. This is the biggest compliment for me because it shows that what I set out to create, “jewellery with a story”, is having the desired impact.
What is the toughest feedback you’ve received about your brand and your work?
I often have people telling me that while my one-of-a-kind pieces are striking, they could never wear them because they’re too bold. I realise that my design aesthetic means that my market is limited to a certain type of woman who does feel confident enough to be able to carry off this bold style, but over time that’s actually helped me to focus my energy even more to discovering and learning about my niche market, and reaching the women who do adore wearing my jewellery.
Who has been your biggest supporter along the journey?
I’m blessed to have such a supportive family who have stood by me throughout the last couple of years, but I’m also lucky to have found an incredible business mentor who has been instrumental to my success thus far.
Are there any books you recommend to fellow female entrepreneurs?
Tools of Titans by Tim Ferris – this huge book may look daunting but it’s broken up into easily digestible parts and highlights the tactics, routines and habits of billionaires, icons and world-class performers.
If you could go back and give yourself some advice as you were starting out, what would it be?
Have a solid roadmap that can guide the direction you want your business to go in. However, recognise that things may not always go according to your initial plan, and that’s ok – if things change and you need to pivot, then do so. Life happens, and things change in business – be flexible and work around it.
In sourcing materials for your jewellery, you have travelled extensively. What’s your favourite destination, and why?
I loved Marrakech – everything from spending days trawling the bustling and colourful souks to the fragrant and delicious tagines and of course the drool worthy jewellery from across the region.
If your brand were an animal, which would it be and why?
It would have to be a big cat – I’ve had the privilege of raising various species and they’re my favourite animals. Because of its characteristics, my brand resembles the leopard: they’re astute, brave and beautiful. And I’d like to put a positive spin on the saying “a leopard never changes its spots”, in that I believe the brand has upheld its core values since conceptualisation, and it’s my intention that it continues to stay true to its very essence: emblematic of classic beauty inspired by cultural influences from around the world.