We had the good fortune of connecting with Joani Groenewald and we’ve shared our conversation below.

Hi Joani, can you walk us through the thought-process of starting your business?
Okusha was established in 2021 when owners Amy Kropman and Joani Groenewald envisioned the development of a unique, bold yet sophisticated jewellery brand that is socially and environmentally conscious. These views align with the current global recognition for a society that is inclusive just and fair, such cultural concerns are starting to infiltrate all aspects of society. As such Okusha recognizes the need for the development of a brand that stands for social inclusivity and empowerment, specifically aimed at promoting ideas that are not based on Eurocentric aesthetics, and instead allows diversity to be recognized for its rich contribution in the design field. Being an African based brand, we aim to promote the beauty that unique African design aesthetic can offer the global design community.
The brand was conceptualized by Amy, who after a long obsession with bracelets that she bought over 12 years ago in a shop in America. The bracelets were fair trade and made from recycled flip flops in a factory that upskill women in Mali. After years of searching for a means to import the bracelets to South Africa, she finally found a contact that could allow her to import the bracelets stacking bracelets in 2020. With bracelets in hand, Amy started looking for a way to make them unique as well as sophisticated, without losing its socially conscious foundation. This was when Amy partnered with Joani (a jewellery designer and creative) to conceptualize a new vision for the bracelets that would allow it to be recognized by a wider South African and global audience.

Joani and Amy are committed to developing a brand with social and environmental integrity that is focused on uplifting women through design. In this regard they wish to promote and embrace African design and vibrant style through their jewellery, made only from environmentally conscious materials.

What should our readers know about your business?
Okusha is a proudly African, female-owned jewellery and accessory collective based in Cape Town, South Africa. Okusha wearable art pieces are handcrafted using socially responsible practices and sustainable, environmentally conscious materials. Modern styles combined with traditional skills embrace African design and celebrate vibrant African glamour. Okusha’s bold, colourful and unique jewellery is made from recycled materials and elevated with brass, silver and gold metals.

Social and environmental consciousness is at our core. We strive to create jewellery that is sustainable, uplifts its makers and empowers women. We choose to work with partners and source materials that are as kind to people and the environment as possible.

Bold and colourful elements are made from recycled flip flops. Luxe additions are done by hand using earth-conscious metals by local craftswomen and jewellers in a way that is sensitive to the origin of the materials and elevates the vibrant African aesthetic of each piece.

Okusha gives women a seat at the table through design, driving the change of desirable fashion from Eurocentric to proudly, boldly, uniquely African.

What we have learnt in our journey is to be patient and work at a sustainable pace.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
My ideal visit in Cape Town would include a trip to the Watershed and the Zeitz MOCCA museum, at the Waterfront, where you can shop and see all the local brands and the best contemporary art in Cape Town. A day trip to Hermanus, to see the whales. A meal at the Shilo hotel, where you can look our over the whole of Cape Town. And a wine tour in the Stellenbosch Winelands, that includes a definite stop at Babylonstoren.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
As a small business, we would like to express our gratitude to the businesses that supported our brand from the start. We would particularly like to thank Tinsel Contemporary Jewellery Gallery, for being the first to stock our products in their gallery and for continuously supporting and promoting us! We would also like to give a shout out to Plain Tiger Online Store, for being the first online store to carry our products and for recognising us as a sustainable brand! Another great supporter of our brand has been the Zeitz MOCCA, who have recently started stocking our brand in their shop. Businesses like these have been a real force in pushing our brand to where it is today.

Website: https://okushajewellery.com

Instagram: https://www.instagram.com/okushajewellery/

Image Credits
Stan Kaplan

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