Tell us about your company and what inspired you to start it
My company is called Omi Woods and we’re an ethical, locally produced jewellery brand that celebrates African and Island culture. I started it because I didn’t see that much fine jewellery that reflected these cultures in the market, and I wanted to make classic pieces that I could wear everyday.
How specifically does it relate to sustainable design, production and/or consumption?
I transitioned from making apparel to making jewellery 5 years ago. I was researching sustainability in fashion and found jewellery to be inherently more sustainable because the metal is constantly recycled and not wasted. Also people are more intentional about purchasing fine jewellery. I wanted to create jewellery that reflected my culture with silver and gold that would last forever.
What community or customer behaviours are you hoping to create or reinforce?
I hope to encourage people to purchase jewellery in fine metals, rather than costume jewellery which isn’t really good for you or the environment. We also use fully traceable Single Mine Origin gold from Africa in our designs. Less than 1% of the world’s gold is traceable. It’s important to use gold that has provenance because you’re able to trace the impact that the source is having on the community socially, economically and environmentally.
What is one of the most helpful or enlightening lessons you’ve learned along the way?
Take your time, and learn about business day by day. That was how it was done back in the day. Let yourself grow, and focus on quality and customer service.
What’s the biggest problem you’re currently trying to solve?
How to adjust our prices on our website along with the constantly rising gold prices. We have a lot of product so doing it manually takes a lot of work. People are able to find items that are really well priced and get great value a lot.
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