APiF: Please introduce your business and your design.
Adèle Dejak: Magik Grace Art and Design Ltd under the Adèle Dejak brand is a jewelery and fashion accessories company. I design pieces which are developed by skilled artisans at my workshop in Nairobi, Kenya. All my designs are made from natural materials and recycled materials.
APiF: How does your heritage inspire/influence your designs?
Adèle: I am inspired by different African shapes and textures of materials such as cow horn, cow bone, ebony and also textiles such as Bakuba fabric from Congo, Asoke fabric from Nigeria and Kitenge fabric from East Africa. I incorporate these materials with different materials from Europe to give a feel of both traditional and modern influences.
APiF: If your label would be a person, what kind of person would it be?
Adèle: A woman who works hard but also plays hard. A fun loving woman, daring, strong with sensitivity, flexible to change, sexy, savvy chic lady who is not afraid to get noticed.
APiF: How do you market your designs/accessories and how do you make them accessible to a global audience?
Adèle: I shall be launching my online shop shortly and this will definitely reach a global audience. Recently, I have engaged the services of marketing specialists from different parts of the globe to visit potential stockists and market the Adèle Dejak brand. I have realized that working with people who have a ‘hands on’ advantage can help push your brand further through people who have accurate and proximity of distance is not a problem.
APiF: Any tips for new designers/start-ups in the fashion industry?
Adèle: Passion is the driving engine for anything you want to achieve in life. Even when things do not always turn out exactly as you had planned, never give up.
APiF: What are your plans for 2012?
Adèle: I aspire to gain global recognition and plans are in full gear to make sure that this is achieved. Social media is a big part of the strategy, although I rely on many different methods to try and get results of any kind. The online shop will be going live shortly and my team and I are looking forward to the launch and other plans to do more marketing.