‘Jiamini means believe in yourself. I want every woman to believe in herself and focus on her success,’ says Jennifer Mulli, creative director and founder of Jiamini, in a joy-filled Zoom call. Her ebullience stems from what can only be described as an extraordinary rise for the sustainable luxury jewellery and accessories brand. Selected for the Ethical Fashion Initiative, part of the United Nations Development Programme, and also featured on Beyoncé’s Black Parade music video and directory, it has gained a devoted fan base among collectors who have fallen in love with its modern take on Kenyan artisanal jewellery. For Mulli, this has only reaffirmed her mission to create a luxury brand that is also a social enterprise and an exemplar of sustainable practices for Kenya and beyond. ‘I feel I can compete with the Diors of this world,’ she says. It’s also enabled her to take inspiration from her culture to shift perceptions domestically and internationally.
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