Jeweler to Watch: Aflé Bijoux is Gracing the World with Intentional Inspiration

Stories

Feb 20

Not many have said it as best as leading lady Beyoncé: “Who runs the world? Girls!” And now, running the world is woman-owned, need-to-know jewelry line, Aflé Bijoux. Delivering stylish sensibility in an elegant collection of distinctive accessories, jewelry designer, mother and female entrepreneur — Oukassa — is empowering women through exquisite craftsmanship and symbolic adornments. Influenced by Akan culture, her West African heritage is powerful in terms of gender equality and Oukassa is intentional to showcase that sentiment in her collections. Now offering more universal pieces, this culturally rich visionary is creating sentimental pieces that provide the freedom to personalize and explore the individuality of each person in a beautiful way.

Empowering women through exquisite craftsmanship and symbolic adornments

An Ivorian, Akan from her mother’s side, Oukassa is a member of the Royal Court of the Indénié, an Akan kingdom located in the Eastern part of Côte d’Ivoire. Bringing the royal treatment to women around the world, this designer creates fine, handmade pieces with the high-end appeal of gemstones, precious and semi-precious stones, sweet water pearls, and 18k gold plated silver. Presenting its beholders with the opportunity to express their individuality through the label’s culturally rich collections, Aflé Bijoux is the tangible embodiment of an Akan woman. As the heritage goes, women occupy a preponderant role. The society is matrilineal meaning inheritance comes from the mothers, making women the pillars of the family — active, strong and independent. “These women have political and social obligations,” enlightens Oukassa. “They don´t rely on men for their finances and they conduct their own businesses. Akan women are extremely strong and independent. I was raised in this culture, surrounded by phenomenal women, namely my grandmother, my mother and my aunts, and I wanted to share that knowledge through my jewelry collections. Wearing Aflé Bijoux is not only having a beautiful piece, but also learning something new about an African culture that celebrates women.” Since the label’s inception in 2010, the core value continues to reflect just that: to inspire self-determination, strength, independence, self-confidence and self-love through dedicated homage.

While attending University in Montreal, the jewelry maker had a first look into the fashion world through her time working as a model. She then widened her connection to the fashion industry by designing her own jewelry and accessories for designers in Africa and Europe. Thanks to online marketplace and craft hub, Etsy, the designer opened her online shop in 2010, immediately realizing the possibilities that it offered, “namely not being restricted to one area, but having the chance to present the Akan culture worldwide.” “I loved the idea of presenting my products to the WORLD,” beamed the artist. Later joining Flying Solo in 2019 as an independent designer, Oukassa garnered the opportunity to present Aflé Bijoux during New York Fashion Week and Paris Fashion Week.

“She feels beautiful, she feels powerful. This is what I call true luxury.” — Oukassa

Photographer: Mario Epanya | Makeup: Missmakeupholikk | Model: Shainy Darriet

Earring: Sparkle Akan Studs $366 | Necklace: Sparkle Akan Pendant $341

Always in love with the idea of jewelry, this jeweler is very much attracted to the story and the meaning behind a selected piece. “I love to learn and I am constantly reading,” shares Oukassa. “The need to empower women coupled with the pride to come from a strong, rich, ancestral, women-oriented culture sparked my interest in designing jewelry. I was convinced that women would like to identify themselves with a brand that celebrates women and I was convinced that there was a need for something different — not only beautiful, but also meaningful.” Aflé means “beads” in Agni, an Akan language. “I grew up surrounded by beads,” reminisces the designer, “and I have always made beaded jewelry like many young girls in Africa.” What gives Aflé Bijoux their signature uniqueness is the cultural knowledge that each piece has. “The quality of the material that we use is a characteristic of its beauty,” reveals Oukassa. “I design all of the pieces and most of the time there are unique handmade pieces, by me. Some designs are also manufactured by top Italian jeweler artisans thus securing the best quality for our customers.” Then there is the designs. “The mix of traditional elements like the Akan gold weights – which were used to weigh gold dust that was used as money in the old Akan societies – with the finest gemstones or sweet water pearls give a timeless touch to our pieces.” Then there is the meaning. “Wearing a beautiful Akan Sparkle set knowing that the symbol represents ‘leadership and charisma’ puts the customer in a stronger position because she associates her strength to the jewelry. She feels beautiful, she feels powerful. This is what I call true luxury,” admires Oukassa.

“One of the beautiful things about jewelry — ring, bracelet, earrings, does not matter — is that each piece stands alone, everlasting and sustainable. ”

_DSC0480 copyD.jpg — Designing for all women, irrespective of their culture, Aflé Bijoux presents African jewelry, but Oukassa is specific to note that that does not mean “jewelry by Africans for Africans.” “Our jewelry collections are deeply rooted in Akan culture, yes, but they are aimed at EVERY woman in the world,” shares the designer. “What’s important here is the message that the jewelry sends. Most messages coming from Akan culture are universal, such as respect, love and self-confidence. This enables us to present a product that is universal (and unisex) – that being the ‘AfléOne Adinkra’ Bracelet.” The ‘AfléOne Adinkra’ Bracelet is completely customizable with each bead representing an Adinkra symbol and signifying a distinct meaning. More than just a captivatingly delicate arm adornment, it evokes a feeling when meeting the eye. “For me, it is very important to know where I come from in order to shape my future,” reveals Oukassa. “We have an Adinkra symbol for that, it’s called ‘Sankofa’ — meaning ‘go back and take it’ or learn from the past. A powerful symbol.”

Earrings: Aflé Bijoux Akan Chain in Baby Blue $143

Based in Germany, Oukassa has the unique opportunity to witness the jeweled preferences from a worldly perspective. For instance, “in Germany, small and discrete pieces like the ‘Ananse Ntontan’ set (meaning ‘intelligence’) are a best seller. In New York, big pieces are preferred, like the ‘Kete Pa’ Necklace (meaning ‘successful marriage’) which was featured on BODE Magazine’s October 2020 cover shoot with the beautiful Dani Evans. So, I keep these differences in mind when I design and when we produce,” reveals the designer, often producing two sizes (large and small) of specific designs. At the moment, Oukassa herself is favoring the customizable ‘AfléOne Adrinka’ bangle, featuring the ‘Adinkrahene dua' bead (meaning “royalty and leadership”), the ‘Asaawa’ bead (meaning “life’s pleasures”) and the ‘Tabono' bead (meaning “hard work”). “My message to myself when I created my bracelet was: Don’t give up, you are a child of Gold (Adinkrahene dua). Work very hard (Tabono) in order to enjoy life’s pleasures (Asaawa). I wear it all the time and it reminds me of this mantra each time I look at it,” heartens the designer.

One of the beautiful things about jewelry — ring, bracelet, earrings, does not matter — is that each piece stands alone, everlasting and sustainable through every trial and tribulation of the evolving fashion circuit. In agreement, “I keep an eye on what is presented as ‘trendy’ [in the fashion world],” begins the designer, “it’s always interesting to discover, but honestly, I design following my inspiration.”

“Believe in your dreams. Don´t wait to have the money or the team to start.”

Always drawn to the creative world, this jewelry maker loves to travel, read and paint in her rare, but spare time. “My favorite place to travel remains Europe,” shares Oukassa. “So many different countries, different cultures, food, and landscapes. One day I took my breakfast in Istanbul, lunched in Paris and got back to Amsterdam. I love that flexibility that Europe offers. When ‘off-duty’, you will definitely find me lounging in Assinie, Côte d’Ivoire, one of the most beautiful beaches in west Africa, playing in the sand with my three boys and swimming in the warm ocean.” Much like her exquisite pieces, Oukassa is in it for the long haul and remains on track to present Aflé Bijoux to the women of the world. “What’s next for Aflé Bijoux is a selling point in Paris,” reveals the designer. “We are present in New York, US (via Flying Solo, Wolf and Badger), London, UK (via Wolf and Badger) and Abidjan, Côte d’Ivoire (via Alpha Parfums and Kente Sky Spa). I also plan to open the first Aflé Bijoux flag ship store in Côte d’Ivoire as of next year by God’s grace.”

As genuine and inspiring as her delicate pieces, Oukassa closes our conversation with these words: “Believe in your dreams. Don’t wait to have the money or the team to start. The progression or the journey IS the main point of entrepreneurship. What we commonly refer to as success – meaning a final stage where we land after striving for, where everything is fine, where we have the money, where everything rolls by itself – doesn’t exist. The difficulties remain except that they are different at different levels of the journey. Moving forward with your project IS the success.

For Aflé Bijoux, success means reaching more customers, telling more women about Akan culture, empowering more women through our jewelry. This is something that cannot find a final stage. So to me, when I look at the path that has been accomplished since 2010, Aflé Bijoux is successful. Stick to your dreams and don’t give up!”