Kenyan JIAMINI celebrates women with African Queen Collection
Sports Illustrated is featuring this month the Kenyan brand JIAMINI in its renowned swimsuit issue. The African Queen collection, shot in Nairobi at the Hemingways Watamu luxury resort, showcases the unmistakable Kenyan beading in the signature chokers and brass cuffs that have made the brand’s name. Interview with Jennifer Mulli, JIAMINI’s CEO.
Congratulations on being selected and featured in Sports Illustrated Magazine! It is quite the achievement. How are you feeling?
It is all so surreal! We still can’t believe that our first international cover was on Sports Illustrated Swim 2019 issue. We set out to build a global fashion accessories brand inspired by the past, for the present yet still relevant in the future for today’s global woman. We couldn’t have asked for a more perfect platform like Sports Illustrated to show the versatility and diversity of our Jewelry pieces from the African Queen Collection.
How did this collaboration come about? What was the process to get there? How was your collection selected?
We were contacted via a Kenyan production company ‘On Screen Africa’ ; One of its founders, Sonia Wanzilu Maingi, had seen some of our pieces at a local fair about 2 years ago and thought they would be the prefect fit for the project she was working on which turned out to be Sports Illustration 2019 issue.
Tell me the story of your brand? How did everything get started?
JIAMINI is a Kenyan based Fashion Accessories Brand meaning believe in yourself in 'Swahili, founded in 2006 with the sole goal of preserving our traditional African craftsmanship and Heritage. Our mission is to design an international wardrobe for today's global woman while at the same time helping women rise above poverty through economic empowerment and employment, one stitch at a time through fashion.
Where do you draw your inspiration and which materials do you use?
We are inspired by traditional craftsmanship and techniques used among the different tribes in Kenya and Africa. The most interesting part is finding ways to manipulate those techniques and apply them to create delicate designs and durable hand-beaded embroidery. Glass beads are the major ingredient used in our products paired with leather in creating our one of a kind timeless staple pieces.
“Our jewelry is a symbol and reminder of the beauty that exists in being resilient, hardworking and unstoppable. ”
Jennifer Mulli - CEO JIAMINI
What type of woman wears your jewelry? How do you want women to feel when they wear your pieces?
We want women to feel like queens. These are women who have fought and are still fighting through adversity to get to where they are today. Whether she’s the top of her class, the single parent making it work every day, the political leader standing her ground for the good of the nation, the brilliant mind climbing the cooperate ladder or the doctor saving lives, she has earned her crown. That’s the woman that wears our jewelry.
What is the guiding thought or principle that accompanies you in the design process?
The Woman has always been our guiding thought when creating our collections. It’s our duty to create pieces that empower and compliment today’s global woman’s wardrobe. Functionality, comfort and durability are key.
What are your next goals for your brand? Who you think could help you achieve those goals?
Having just launched the African Queen Collection, our goal right now is to get the ‘SHE’S A QUEEN’ campaign out there. We are most interested in connecting with other people and brands equally passionate about fashion and who are looking for unique pieces and craftsmanship to introduce to their clients like stylists, art galleries, magazine editors, and retail houses. We are looking at collaborative pop up shows, distribution with online stores and boutiques, and partnerships with influencers and brands.
