Lawyer translates passion into jewellery-making business

Adjoa Acquah, founder, Joansu Jewelleries, is a Ghanaian who studied law in the United Kingdom but chose to translate her passion for fashion and beauty into a jewellery-making business. She earns income as a lawyer, even as she grows her jewellery-making business. She speaks on the business in this interview with OLUYINKA ALAWODE.

Background

I live between Ghana and the UK, and I sell the jewelleries online. I am seeking places to stock the jewelleries in Lagos, Nigeria. I launched Joansu jewelleries over a year ago. I make mostly women’s jewelleries such as necklaces, bangles, ear rings, but I also have some men’s collections. I established the business 2011. It is an expression of my passion and interest. I studied law in the UK, that has helped me. I work as a lawyer while I develop my business.

My conception of beauty is evident in the classic, yet daring Joansu design style. It is shaped by a childhood spent between the elegance and conservatism of Austria and the loud, bold colours of Ghana. Rather than favouring one over the other, I adopt both contrasting experiences into limited edition pieces that have already received extensive press coverage from the likes of British Vogue, Arise Magazine and The Afropolitan magazine.

Joansu jewelleries is a love affair between my two passions: jewellery and travel – each collection is infused with stories, memories and magical encounters. The Spring/Summer 2012 collection, with its pale white, sunny yellow and sharp blue hues, takes you on a journey to the intoxicating colours of Accra (“Africanista Conversations”), the sophistication of Paris (“La Lune”), the serene beauty of Cape Town (“Cape Town”), the playful beach collection (“Boju Beach”) and the elegant charm of Vienna (“Musik”).

Joansu jewelleries is hand-crafted in London from the finest materials including precious gem-stones and metals. I use resin and wax print material to create the stand-out Africanista Conversations of modern glamorous collection.

Challenges

The cost of the materials is quite high since I use precious metals and stones such as diamond, topaz, gold and silver in making the jewelleries. I buy from certified dealers in the United Kingdom. I would have loved to source locally but I am not sure exactly where to source them.

Future prospects

I want to make the brand recognisable globally. It is a luxury brand, but I produce what can be used widely. But of course there would still be limited editions. I am working on making bespoke collections for weddings, especially for the West African markets, that way I can even get paid upfront and this reduces the financial burden. I already make bespoke jewelleries for individuals across the globe whenever demanded.

Target

Women in particular who love to express themselves, who love jewelleries and wear them. A jewellery is not a mere accessory to a dress, but has an expression of its own, bespoke collection.

Staff

I have two people in the United Kingdom who assists in making the jewelleries, and one personal assistant.