Startup Stories: Enyo Jewelry

Tell us about your entrepreneurial product or service.
Enyo Jewelry was born in July 2013. I create jewelry that is unique and inspired by African jewelry designs. I use unique beads and pendants collected in several African countries and put together in my own style, yet inspired by styles of traditional West and East African jewelry. The story of every bead matters, and serves the individuality of each creation. I love large beads and pendants, extravagant pieces and I use a variety of colors that all together form the beauty of uniqueness. My products reflect diversity of heritage and modernity, as well as confidence and elegance.

What inspired you to launch your business idea?
I am passionate about designing jewelry that is unique and inspired by African jewelry. My jewelry making has been stamped by my family’s connections to West Africa and the jewelry and materials that were brought back from the African continent. Enyo Jewelry is mostly influenced by styles, beads and pendants from Ghana, Senegal, Guinea as well as Ivory Coast and Mali. My designs are also inspired by the precious Kenyan and Ethiopian heritage.

I grew up in Germany with two German parents, though my mother was married to a Ghanaian in her first marriage. The family of my oldest brother hence has always been her own family too, and I therefore grew up between many more cultures than a regular German family. It is also because of my Ghanaian heritage that I carry the name Enyonam, which means “it is good for me”.

I am always on the lookout for new challenges – it is an addiction! – , and having moved to the US this spring and starting a job in international development apparently was not enough to make me rest. I finally had time to indulge after work in something I have always loved – beautiful African jewelry. This is when Enyo Jewelry was born. I am eager to work on my products, and create a long-lasting impact of designing African inspired jewelry that people want to wear!

What problem does your business or organization solve?
In the longrun I want to create pieces that have gone through a sustainable product and value chain. I am producing African inspired jewelry with beads and pendants that originate from the African continent. My aim is to find reliable local traders and producers of beautiful products, and to be an ethical, sustainable producer of pieces for customers who value the origin of the products they buy as much as I do. There is a demand for socially and environmentally conscious shopping, and if I can contribute to this market and be one of the main actors of producing high quality and high value products originating from different places throughout Africa, helping local producers and traders of beads and pendants, I will fully stand behind it.

What has been your biggest challenge as an entrepreneur and how are you working to overcome it?
Since I am fairly new to both creating and marketing my jewelry, there are main obstacles to overcome in the beginning (though this is all part of creating a business and I must admit, I am learning so much while working on it!): how to portray yourself, how to build an audience, how to find a voice, how to define yourself and your products, and finally how to market yourself appropriately.

I am working towards creating an own website soon, which shall also serve as a platform to share information about origins of African jewelry, current trends in African jewelry and fashion, and it will contain a shop of mine where people can purchase my products.

I am also in the progress of building my visual diary – currently looking for a model, as well as a place and design ideas to create my first professional photoshoot with my necklaces!

Give us one word that people might use to describe you.

How has Project Eve helped you and/or your business?
I greatly appreciate the support and the constant tips and updates that Project Eve passes through the whole world of Social Media. It was a gift finding Project Eve through Twitter, and I have been following the page, as well as all these wonderful people who talk about their own stories since! I am grateful that there is a page like this, promoting female entrepreneurs and supporting their ambitious endeavors in any way possible!

Give us an insider tip that relates to your industry or startup story.
Quality pictures of your products! I bought a great camera with which you can take amazing photos – no amateur camera comes anywhere close to it. I am looking forward to my first professional photoshoot for my collections!

Company: Enyo Jewelry


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