Startup Story

Umutoni Thuku-Benzinge is the founder and creative director of Umutoni, a luxury jewelry brand where every piece is handmade with love by the best artisans from the heart of Kenya. She is on a mission to empower the disenfranchised through her ethically driven jewellery. With a degree in Economics and background in the IT industry, Umutoni is utilizing skills developed in her professional background to share the narrative that jewellery can be an agent for social change. Having spoken at Cambridge University, being featured in Forbes and BBC, she's keen to share the brand story and continue to make an impact as she continues to amalgamate her worlds together.

LoA learned more about this luxury jewellery brand that is making a positive impact in the community from its founder, Umutoni Thuku-Benzinge

What does your company do?

Umutoni is a luxury jewelry brand where every piece is handmade with love by the best artisans from the heart of Kenya. Celebrating empowerment, we champion intrinsic worth by committing to add value within the community. With a 360 ethical and sustainable promise, we’re elevating the narrative that jewelry is an agent for social change when we celebrate home craftsmanship. Looking at luxury through the lens of culture, skill, and community.

“With a 360 ethical and sustainable promise, we’re elevating the narrative that jewelry is an agent for social change when we celebrate home craftsmanship.”

“My inspiration comes from the vast array of creative talent I see in Kenya every year coupled with my desire for societal change amongst communities that are often overlooked.”

What inspired you to start your company?

Being British born and of both Kenyan and Rwandan heritage, I’ve always had a very strong affinity with my East African roots and had a desire to amalgamate all my worlds while giving back in a sustainable way. In addition, I used to sell jewellery when I was 15 years old to friends, family members, and at various events after some of my most memorable summer holidays in Kenya. I remember making £100 profit from sales in one day which was very exciting. At the time, however, my teen priorities had me put my social life ahead of any business development.

My observation of creative industries taking their inspiration from the African continent. Examples spanning from high fashion runways, such as Ozwald Boateng’s Africanism line, to Hollywood costume designs in films such as Black Panther, I realized there is a global demand for African design and I am well equipped to be a part of the movement. These realizations coupled with the social impact potential gave me the confidence to take the leap of faith and venture out into a world I dabbled with briefly as a teenager. Ultimately, my inspiration comes from the vast array of creative talent I see in Kenya every year coupled with my desire for societal change amongst communities that are often overlooked.

Why should anyone use your service or product?

Our mission is and always will be:

To empower the disenfranchised.
Promote a spirit of reciprocity.
Cultivate a culture of equitable exchange.

Our handmade, gold plated jewelry are forged with love by the very best artisans from the heart of Kenya.

The artisans making our pieces are youth from disadvantaged backgrounds, hoping to turn their lives around, developing new skills that will keep them away from the biggest threats to young men and women in slum areas - the prospects of a life of crime. Currently, we work with artisans in two slums; Kibera, the largest urban slum on the African continent and forth largest in the world as well as Baba Dogo, located on the fringes of Nairobi. Through their skill and care we are able to ensure quality and also meet the personal desires and requirements of our customers.

By purchasing our jewelry, you are not just buying an aesthetically pleasing piece, you are supporting the dreams of those artisans that dare to change the cards life has dealt them and in turn their family's future.

“By purchasing our jewelry, you are not just buying an aesthetically pleasing piece, you are supporting the dreams of those artisans that dare to change the cards life has dealt them and in turn their family's future.”

Tell us a little about your team

I work with a team of 12 super talented artisans based in Kibera Kenya, the largest urban slum on the African continent. Some of the artisans are super experienced in the jewelry industry and others are learning as we go. Training and growth opportunities are important to me as a brand owner because I know that learning skills can be useful not just for me but for my artisans even as they go on to work for others or even themselves in the future. I recently bought a gold plating machine in Italy, imported it into Kenya, was trained personally and shared these skills with my team too. I believe attitude is important because although we may not currently have all the answers, I am willing to learn and my team shares the same sentiments.
In addition to my artisans I work with a few freelancers for social media, photographers, videographers, MUA's and models when needed.

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

The first entrepreneur I ever knew was my Cucu (grandma). She had a shop in Thika where I would spend time with her at a very young age after nursery enjoying sodas and playing with kids in the local community. When I think about it now, there are a lot of amazing female entrepreneurs in my family who I'm learning from as I go, asking questions of advice etc.

Part of the reason for launching then Kaleidoscope Beauty in December 2018, was due to the realization that not much has changed since then and a majority of the market is still fairly untapped, especially within the UK. Research has shown me that there is more competition within the US which ironically has been the market to show the highest demand since launching. Having said that, I have noticed a shift within popular culture that have resulted in a more global appreciation for African inspired art, and in turn a higher demand which opens up the market that Umutoni aims to cater to.

What are your future plans and aspirations for your company?

To build upon our brand mission through storytelling, increase distribution channels and to diversify into the luxury, fine jewelry space.

What gives you the most satisfaction being an entrepreneur?

Impact. Knowing the work, we're doing is having a positive effect on our team worldwide is very satisfying and gives me the motivation to keep going because entrepreneurship isn't a walk in the park. Knowing the work, we are doing is providing jobs, especially as we were in the middle of the pandemic is very encouraging.

In addition, knowing we are very clear with our messaging and celebrating the African continent is key for me. I've always seen African inspired art, fashion, and creations but unfortunately the credit isn't always given. With Umutoni, we aim to showcase not just our artisans but the talented creatives we work with too; stylists, photographers, videographers, MUA's to produce world class products.

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

Start where you are, use what you have, do what you can” by Arthur Ashe is one of my favourite quotes.

Don't obsess over initial perfection, improvements will come with iterations and experience as you go so don't be scared to start. Focus on learning as you go.

In addition, don't be scared to ask for help. No man or woman is an island. It took me a while to get comfortable asking for help, I didn't want to look like I didn't know what I was doing but the truth is everyone is figuring it out. Once I started, I was pleasantly surprised by how many people were open to giving advice, sharing their experiences, making connections etc. and it makes all the difference. Not everyone will say yes and that's ok too, the right people will help where they can.

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Why LoA loves it…

At Lionesses of Africa, we are firm believers in the power of women entrepreneurs to drive real and lasting change in the lives of others. Umutoni Thuku-Benzinge is doing just that with her luxury jewellery brand, providing opportunities for Kenya’s artisans to harness their skills and create products that the world wants to buy. By getting access to such opportunities and being able to earn a good living, they are not only supporting themselves, but also their families, communities and the country’s economy. Umutoni is a great example of how entrepreneurship with impact can make a real difference. — Melanie Hawken, founder & ceo, Lionesses of Africa