The name Kiira means ‘Dawn’ in the Kenyan language, Kikuyu. For Taz Watson, the brand’s owner and designer, this symbol of fresh hope and positivity guides every aspect of her company. An outspoken advocate for ethical business, her goal is to be a catalyst for change in the industry by producing jewellery “that is not only beautiful in its detailing, but feel-good and responsible in its creation.”
Kiira was founded as recently as 2018, and the brand’s accelerated success can be attributed the founder’s strong vision and of course, very hard work. Taz was immersed in the world of fine jewellery from birth. “Gemmology is in my blood and I was raised in the industry…I could name my coloured gemstones before I could tell the time”. In addition to the organic mentorship she received from her gemmologist grandfather, parents and older brother, Taz holds a handful of qualifications from the Gemological Institute of America. Another key piece of the Kiira puzzle is the deeply empathetic orientation of its founder. Says Taz: “Most people don’t know that I qualified as a counselling psychologist before I qualified as a jewellery designer.”
As a native South African, Taz is as passionate about her homeland and its people as she is about gemstones and jewellery. She envisions her brand as a celebration of Africa’s natural beauty, diversity and the potential that exists within the land and its inhabitants. This deep respect is logically extended to Kiira’s operating principles, where every effort is made to support local businesses (and, by extension their employees and their families) and to help grow the local economy, often from a grassroots level. They work with South African manufacturers with fair employment practices, as well as contracting to independents who have the skillsets but not necessarily the means to establish their own businesses.
Instead of opting for cheap packaging from China, Kiira uses sustainably sourced South African wood, hand crafted into boxes by female woodworkers in Cape Town. “As our business grows, so does theirs and its such a wonderfully symbiotic relationship.” This solution also eliminates the heavy carbon footprint that imported items produce, and the associated impact on the environment from the processes involved in manufacturing synthetics.
Raw materials and components are carefully sourced – often from Responsible Jewellery Council members – and Taz counts herself fortunate to have long-standing family connections with well-respected and established suppliers. “The truth is that it’s very difficult to always know with certainty that each component is ethical, but we only work with suppliers that we trust and are credible in the industry. By supporting RJC-accredited organisations, you know that the business is ethical from a human rights, environmental and social perspective.”
In addition to bringing about positive change throughout the value chain, Kiira pieces are exquisitely crafted and fair-value. Taz believes that there is a lot more pressure to be sustainable these days, and many of her clients are drawn to the ethos of her brand. However she finds that the jewellery buying public seems largely unaware of the supply chain issues in the industry – something that they’re looking to change. “I don’t think ethical consciousness is far-reaching enough within consumers. I think a lot of people are price-driven and don’t always question the ethics behind the piece of jewellery they are purchasing, just the value for money they are getting. This, of course, might be good for our pockets, but not necessarily for our environment and community which harms us all in the long run.” While they do target consumers who appreciate ethical and sustainable business practices, the inherent worth and beauty of each Kiira piece has rocketed the brand’s success, organically spreading awareness of its philosophy and educating the market as its reach expands.
The young brand was given a platform to do just this at the Design Indaba Conference 2019, which concluded on 1st March in Cape Town. Taz was one of only 2 jewellery designers accepted to exhibit as part of the Emerging Creatives programme at this internationally renowned event. Successful entrants are selected based on the quality and originality of their work as well as the work’s ability to stand alongside world-class designs, and showcased to an audience that includes buyers and media from around the world. Taz describes it as “an incredible experience and one that I would really encourage other young local designers to apply for. It gives you a lot of exposure to the creative world both locally and internationally and can lead to very exciting opportunities in your industry or in the form of collaboration.”
In complete alignment with her values, Taz will be leveraging this publicity not only for her own business, but to raise awareness for the NGOs that she’s currently establishing hands-on relationships with.
CPM wishes the Kiira brand success in leaps and bounds in the future, and salutes Taz Watson for taking a stand around these critical issues!
Taz Watson’s advice for emerging jewellers:
“My advice is to have fun with your designs and stay true to your aesthetic. There is a lot of repetition amongst designers, but the ones who stand out are always the ones who bring something unique and striking to their audience and keep doing so year after year.”
Discover Kiira:
info@kiira.co.za
www.kiira.co.za
www.facebook.com/KiiraJewellery/
www.instagram.com/kiira_jewellery/
