Startup Story
Nebü is a transparently priced, pure investment-grade gold jewellery brand inspired by and made in South Africa by entrepreneur Helen Viljoen. She creates legacy pieces for clients that will not only hold their value but grow in capital appreciation Helen believes this value not only enriches her customers but preserves our precious natural heritage.
LoA chatted to founder Helen Viljoen this month to find out more about how sustainability and luxury can work in business today.
What does your company do?
Nebü is a sustainability and conservation-focused luxury jewellery brand - effectively, jewellery with a cause.
“Coupling pure gold jewellery with a cause, I married all that I believed in - heritage, legacy, justice and rarity - with timeless design and pure opulence.”
What inspired you to start your company?
With degrees in Genetics and Law, I have always had a strong sense of heritage, legacy and justice. Throughout my life I have also been involved in nature conservation and volunteer and donate at animal shelters. I have always had an appreciation for experiences that are rare. Being a believer in gold as an investment, I was frustrated that the modern jewellery industry had deviated so drastically from the ancient wisdom behind gold jewellery creation eroding it's value as a result of huge mark-ups, leaving those pieces relatively de-valued. In addition to my gripe with modern jewellery, conservation has always had a stigma of opacity attached to it - does the money ever really reach those that need it most? Donations are a unilateral flow of money and difficult to sustain.
I have always had a deep love of the African bushveld, where many childhood memory was formed, and appreciated the rare creatures that inhabited it. I was always acutely aware of how fragile nature was and the rarity of certain endangered species were as a result of human intervention. So I built Nebü - a transparently priced, pure investment-grade gold jewellery brand inspired by and made in South Africa. In creating legacy pieces for my clients - that will not only hold their value but grow in capital appreciation - I created legacy pieces of true, lasting value. Value that not only enriches my valued customers but preserves our precious natural heritage. Coupling pure gold jewellery with a cause, I married all that I believed in - heritage, legacy, justice and rarity - with timeless design and pure opulence. My dream was to make Nebü an authentic, luxury brand that encapsulated the meaning of sustainable luxury and rarity on every level, connecting ancient gold wisdom with modern natural conservation.
Why should anyone use your service or product?
Our bespoke jewellery is crafted in bullion-grade, 24K gold and 10% of all our profits are donated to conservation initiatives that are transparent and effective in their respective fields. Our commitment to purity ensures the enduring investment value of each item, as pure gold never tarnishes or decays. We also price our items in a radically transparent way by selling by gram weight plus a once off design fee. This combination ensures that each Nebü creation is a mobile piece of investment, and a family heirloom of immortal value, preserving its value for centuries to come.
Nebü encompasses sustainability and a legacy of preservation of wealth as well as nature. All our jewellery is environmentally friendly and made from pure, recycled gold. Each of our collections are dedicated to nature preservation - through endangered species or environmental conservation.
“My dream was to make Nebü an authentic, luxury brand that encapsulated the meaning of sustainable luxury and rarity on every level, connecting ancient gold wisdom with modern natural conservation.”
Tell us a little about your team
Right now, my team consists of me - I do all the designs, marketing etc. I have partnered with a highly reputable manufacturing partner, that is highly credible and respected in the precious metals industry.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
During my University years I tutored accounting and then grew that into a small company. When I graduated though, I worked in a large law firm, but litigation was an aggressive world that lacked creativity. I did not find the justice and search for protecting the weak, that I had expected to find there. So I left to consult for a company and provide them with legal advice. The founder of the company encouraged me to pursue my entrepreneurial path whilst I worked for them and that is how I created Nebü. Reconnecting with my entrepreneurial side and all the challenges that it brings has been hugely rewarding for me.
What are your future plans and aspirations for your company?
Being a start up, I am focused on producing a quality product and an unforgettable experience for my clients. I am currently in discussion with some luxury African lodges who I hope to partner with as distribution partners. Further down the road, I would like to expand my footprint abroad, as my brand already attracts a foreign interest and I would like to make that more accessible to those markets.
“The biggest satisfaction that I get is knowing that I have created something of real value, that will enrich lives both current and future, furry and human. Before Nebü, pure gold jewellery with a cause did not exist.”
What gives you the most satisfaction being an entrepreneur?
The biggest satisfaction that I get is knowing that I have created something of real value, that will enrich lives both current and future, furry and human. Before Nebü, pure gold jewellery with a cause did not exist.
What's the biggest piece of advice you can give to other women looking to start-up?
You can either be your worst enemy or biggest cheerleader. It is all about mindset. Everything that you want is on the other side of fear so keep pushing. With grit and determination, you can achieve anything.
Contact or follow Nebü
WEBSITE | FACEBOOK | INSTAGRAM | EMAIL helen@nebugold.com
Why LoA loves it….
At Lionesses of Africa, we believe in passion driven entrepreneurship and in women entrepreneurs who are building businesses and brands that are committed to making a difference in the world. Helen Viljoen is one of those women, building a luxury jewellery brand that is also committed to preserving our precious natural heritage. When you create an authentic brand with a strong ethos and a truly beautiful range of products, together with a business that believes in also creating impact in the world, you have a winning combination and a formula for success. We love it! — Melanie Hawken, founder & ceo, Lionesses of Africa