LIONESS WEEKENDER COVER STORY
PICHULIK, a brand celebrating sacred feminine wisdom through its unique and intentional jewelry designs.
Katherine-Mary Pichulik founded PICHULIK in 2013 and is Joint CEO and Creative Director. Prior to establishing the jewelry and accessories brand, Katherine completed a BA Honours in Fine Arts at Cape Town University. PICHULIK is sold in up to sixteen countries around the world and has collaborated with Copenhagen luxury brand By Malene Birger, and LVMH winner Lukhanyo Mdingi. Katherine has received multiple design accolades including, Accessory Designer of the Year by African Fashion International, TWYG Sustainable Fashion Accessory Award, and Vogue Italia’s top 10 jewelry brands. PICHULIK is regularly featured in global publications, including VOGUE US, VOGUE UK, Conde Nast Traveller, and L” Official Mexico. Katherine is a South African Gazelle top 40 SMME, and United States International Visitor Leadership Program (IVLP) alumni.
Lioness Weekender spoke to the inspirational Katherine-May Pichulik about her own entrepreneurial journey and her brand’s creation of beautiful, handcrafted jewelry and accessories that celebrate empowering feminine narratives.
What does your company do?
Pichulik is an ethical jewelry and accessories atelier based in Cape Town, South Africa. Rooted in Africa, and inspired by ancient traditions, mythology, and cultures around the world, Pichulik seeks to impart sacred feminine wisdom through its unique and intentional designs. Each piece is a talisman, handcrafted from unexpected materials and transformed into distinctive forms that share the stories of brave women and celebrate empowering feminine narratives. Pichulik collections honor the bravery and beauty innate to all women, everywhere, echoed in the words, 'You are Enough'.
What inspired you to start your company?
PICHULIK was born out of an initial hobby, that was led by a curiosity for rope and ornamentation. I come from a single-working mother household and have grown up in a powerful matriarchal family. Women's stories of empowerment and agency have been our family mythology. I wanted to combine the oldest sacred medium of matrilineal wisdom keeping (jewelry) with these empowering narratives.
What makes your business, service or product special?
A PICHULIK jewelry piece is distinguished by its innovative and sculptural use of repurposed rope, combined with cast-brass elements, and embellished with a variety of precious stones and organic materials. PICHULIK pieces mark important transitions and moments in a woman's life. Owning and wearing PICHULIK connects you to the greater community of like-minded women who celebrate each other, celebrate Africa, and celebrate personal and spiritual growth.
Tell us a little about your team
Tracey-Chiappini Young (L), Katherine-Mary Pichulik (R)
Firstly I co-CEO PICHULIK with my business partner and Commercial Director Tracey-Chiappini Young. Tracey joined PICHULIK in 2019, and it has been an absolute gift to lead the brand alongside her. To find someone who is complimentary to you, to share the entrepreneurial journey with is a blessing and I can attribute our recent successes to the synergy of our partnership. The PICHULIK team is a collection of pan-African women and two men. We are a vertical business and our crafting artisan and operations team are all housed in our heritage building in Cape Town above our boutique. Our team is incredibly special, and it takes just strolling around our Atelier to feel the familial energy. Over and above our full-time team we have four retainer partners who are also very involved in the company.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I studied Fine Arts, trained as a Pastry Chef, and then had a few short stints or internships. Essentially I have never been employed! My whole family is entrepreneurs, my brothers, my sister, my mom, my stepdad, my aunts... Coming from that background meant that traditional employment was the anomaly.
What are your future plans and aspirations for your company?
We launch our new collection at Latitudes Art Experience in Johannesburg at the end of May. We are incredibly excited to be opening a new flagship retail store, in a premium shopping destination in August. We are collaborating with fellow female African design brand AAKS on three dreamy bags. We are really focusing on our international growth in the US, and we have a few exciting partnerships in the pipeline.
What gives you the most satisfaction being an entrepreneur?
The amazing thing about this journey is the variety of satisfaction. Yesterday, Jennifer Lopez was spotted in New York wearing our Lua earrings, which was an incredible moment, as she really represents the age-defying power, sexiness, and grit of the brand. It can be moments like that but also very intimate moments, such as sharing in a circle in a Brene Brown-inspired B.R.A.V.I.N.G workshop with our team two weeks ago. Satisfaction is derived from the special PICHULIK community, both our team, the women who wear and make our pieces, and those who share our brand.
What's the biggest piece of advice you can give to other women looking to start-up?
Your business will be your greatest teacher. This entrepreneurial journey is your ministry, if you allow it to open you up, stretch you, and challenge you you will be forever transformed! It is a journey fit for a heroine and when you take the calling- get ready for the valleys and the vistas, arduous uphills, edged ravines, meandering pathways, but oh what an adventure you will have! Remember to stop and take in the view!
To contact Katherine-Mary or to find out more about Pichulik, send an email to: katpichulik@gmail.com or visit the company’s website and social media platforms:
Website: http://www.pichulik.com
Facebook: http://www.facebook.com/PICHULIK
Instagram: http://www.instagram.com/pichulikafrica/
