While working at the UN headquarters in New York City, Njuhi Chege found herself developing a programme for African youth. She was researching blogs, mobile phone apps, world-class art, music, and fashion events. These were elements changing the face of Africa. Her path seemed destined; a Kenyan jeweller on the brink of carving her way into the international scene. Indeed, she was carving a niche in the global markets.
“I wanted to be a part of this wave of creativity. So when my contract came to an end, I got on a flight and headed back home. I embarked on my entrepreneurial journey then. Riri Jewellery was my first baby, and I have continued to learn as much as I can about the business,” she says.
Ms Chege says her passion is jewellery. She cannot think of anyone in her circles who does not own at least one piece of jewellery with sentimental value. This makes her truly a Kenyan jeweller carving her way.
“Jewellery is a part of people’s lives and the events significant to them; engagements, baptisms, birthdays, and so on. Kenya has a rich mix of cultures and colors. Being a jeweller helps me celebrate and showcase that diversity,” she says.
Ms Chege says her inspiration comes from what she learned while studying political science and peace building. She holds a Bachelor of Arts in Political Science and Sociology from the University of Nairobi. Additionally, she has a Masters in International Peace Studies from the University of Notre Dame, US.
“Riri Jewellery is about economic empowerment, agency, independence, proactivity and beauty. It’s about the Kenya they do not always show on television,” she says, clearly carving her way into a unique narrative.
Started in 2012, Riri Jewellery has grown from just being a favourite brand among friends and family. It is now sold in the UK through Sapelle.com, an online store for African Fashion, in Ireland and the USA. It is also in Tanzanian boutiques.
“We are edgier than ever before, and setting trends for brands all over the world. Indeed, this Kenyan jeweller is carving her way into global markets with bold creations,” says Ms Chege.
She says she is proud of Riri Jewellery as it has created jobs for local artisans. It promotes interaction of different people in different levels of society. Her customers are called Riri ambassadors.
“Riri is not for everyone. Those who choose Riri jewellery understand that we are much more than a fashion brand. We place high priority on supporting and developing our communities. As such, our ambassadors are also representatives. They make important contributions wherever they are in the world,” she says.
Some include Hon Martha Karua, who wore Riri jewellery at last year’s presidential debates. Donisha Prendergast (Bob Marley’s granddaughter) bought the pieces during her trip to Kenya last year.
Ms Chege is looking to diversify her product range. She plans to introduce modern handcrafted African bridal jewellery for the elegant bride who wants to stand out. This ambition exemplifies how she is carving her way into new markets.
“Jewellery is all about feeling; a piece can evoke emotions depending on how you feel. If you want to stand out, this Kenyan jeweller knows just how to cater to your needs,” she says.
Ms Chege says she owes her eye for good design and quality to watching and learning from those in the Kenyan fashion industry.
She has interacted with fashion icons like Ann McCreath, Hebret Lakew, Gladys Sakaja, Ajuma.
At the Festival for African Fashion and Arts (Fafa), she offers her expertise as a member of the board.
She has also worked with leading fashion brands. These include KikoRomeo, Kipusa, Kidosho, Katungulu Mwendwa, Naledi Fashions (Tanzania) and the Soko, a Kenyan clothing production workshop.
So what has made her succeed?
“At Riri Jewellery, we define challenges as opportunities to do things differently. As with any start-up business, the finances to purchase materials, put up a website, print marketing materials, or travel to fashion shows and trade exhibitions have been tricky. But we have not let that stop us,” says the Kenyan jeweller as she continues to carve her way into success.
Another challenge she faces is the rising cost of primary materials such as metals and semi-precious stones. The fluctuating prices sometimes dictate the materials she uses. Although she has used silver in her latest collection, she works more with brass.- Business Daily
