In the highly competitive world of international jewellery design, it can be hard to stand out from the crowd. But this is certainly not the case for Kenyan jewellery and accessory design entrepreneur, Adele Dejak, founder of the striking global luxury brand that carries her name.

LoA chatted to the visionary Adele Dejak this month to find out more about this unique luxury brand that is getting the world talking.

What does your company do?

Adele Dejak the brand is an authentic jewellery and fashion accessories brand that offers a direct access to the true premium African experience. My brand consists of a wide variety of handcrafted pieces including bracelets, earrings, necklaces and handbags inspired by African textiles, cultures and traditions directly made in our studio or through collaboration with our established network of partners.

"My designs give women the opportunity to be daring, sophisticated and confident with our bold and delicate pieces."

What inspired you to start your company?

Passion made me do it. I am passionate about what I do, about what I create. I have always loved jewellery since I was young, it is my passion and life. Originally, I was designing and creating pieces for myself because I could not find designs that I connected with. Eventually, due to popular demand, I founded my Adele Dejak brand.

Why should anyone use your service or product?

My designs give women the opportunity to be daring, sophisticated and confident with our bold and delicate pieces. We are able to give our customers an authentic affordable luxury brand to connect with Africa through contemporary designs. Our pieces can be passed from generation to generation as they are uniquely handcrafted pieces made from a blend of traditional and modern materials. I am constantly evolving and drawing on the dynamic rich African heritage to create products which celebrate beauty and design on the continent, showcasing the African luxury movement.

Tell us a little about your team

I have a team of 11 full time employees, besides engaging the services of several independent artisans.

[Watch] AFI Fashion Film in association with Adele Dejak

"I am constantly evolving and drawing on the dynamic rich African heritage to create products which celebrate beauty and design on the continent, showcasing the African luxury movement."

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

I didn’t have much of an entrepreneurial background and, as a result, I originally didn't have confidence in my vision and work. I started making pieces for myself and people really loved them and that gave me the courage to finally kick-start the brand. The experience I have acquired and my background in design have been the backbone of my work, they have taught me work ethic and trained my eye. Running any business in Africa is challenging. Even when things do not always turn out exactly as I had planned, I never, ever give up. I always keep pressing forward.

What are your future plans and aspirations for your company?

My big dream would be to become the Coco Chanel of Africa. It doesn’t get bigger than that. Recently I was also on CNN Africa who liked me so much that they want to do a special Inside Africa segment on my vision of interpreting African tribes for the future. I’ve also started doing my own photography, which is great because I can control how the brand aesthetic evolves. I'm also in partnership with the United Nations and work with Kakuma Refugee Camp training refugees how to make bags and jewellery.

"My big dream would be to become the Coco Chanel of Africa. It doesn’t get bigger than that."

What gives you the most satisfaction being an entrepreneur?

Seeing people rock my jewellery both locally and internationally.

What's the biggest piece of advice you can give to other women looking to start-up?

Don't start a business without doing proper market research, having clear strategic plans and adequate capital. Also, have passion and dedication. Lastly, be willing to sacrifice by putting in extra time.

Contact or follow Adele Dejak

Why LoA loves it….

Every entrepreneur aspires to launch their work out to the world and to build a reputation where that work is instantly recognizable with a unique brand and design aesthetic and a strong back story. Adele Dejak is one such entrepreneur. Her work and her brand reflect her passion for Africa, its stories, its people, and its cultures, and her passion and engaging storytelling connect her brand and work to audiences and customers around the world. The Adele Dejak brand is exciting the world of fashion and accessories and helping to put Africa’s design innovators on the global map. --- Melanie Hawken, founder and ceo of Lionesses of Africa