Making a statement
Jovadi combines ethically sourced stones with its founder’s passion for female empowerment to produce fine jewellery with a difference
Jewellery complements and empowers the wearer and, as more women choose to treat themselves to jewellery, this empowerment is stirring a revolution. “Historically, high-end jewellery was bought for women rather than by women,” says Ella Peters, founder and Creative Director of Jovadi fine jewellery. “But times have changed,” she adds. “Women have worked hard to achieve their dreams and now have the highest standard of luxury and sophistication, expressing their individuality and independence through their jewellery. Jewellery can also elevate our style and mood, reflecting a deeper sense of ourselves. The brand conveys my creativity and inner values in the same way.”
Born to Nigerian parents, Ella was educated in the US. Her father, an accomplished luxury leather-goods manufacturer, often took the family on business trips to Europe. Through his business activities, Ella gained valuable insights into the entrepreneurial drive and craftsmanship that underpins success in the luxury sector. So, Jovadi was born out of Ella’s lifelong love of style and design; for her, fine jewellery need not be conservative, rather it should personify elegance and sophistication.
Through Jovadi, Ella showcases African gems and gemology, with the aim to strengthen women’s consciousness about the origins of gems in jewellery. “I’m deeply devoted to promoting the ethical sourcing of precious gems,” she says. “Also, by giving recognition to the source of my gems, I’m honouring my roots.
“I didn’t realise it then, but when I launched my first collection in 2018, I became the first woman of colour to launch a high-end jewellery brand in Paris,” adds Ella. “Many precious gems are sourced from Africa, and fine jewellery is usually worn by women – yet it took until 2018 for a woman of colour to launch a collection in Paris, the home of haute couture. When I discovered this, I was motivated to persevere in an industry that has long been dominated by men. I want my children, whose initials form the brand name, to see that a woman of colour can establish a successful high-end brand.”
The launch in Paris was a resounding success. Despite the pandemic delaying the opening of the Jovadi boutique, online sales surged. Within a few years, the brand had been catapulted into the realm of celebrities, with the likes of American socialites Kathy and Nicky Hilton wearing it at numerous high-profile events, while Donald Trump’s daughter, Tiffany Trump, chose to wear a 61.5-carat pear-shaped diamond necklace from Jovadi’s Black Tie Collection when she attended a state dinner at Buckingham Palace. The fine jewellery has appeared in Vogue and has featured on two covers of Tatler. Jovadi has also collaborated with fashion designer Dennis Basso for his 2019 New York Fashion Week show.
Another brand that Ella is proud to have collaborated with is Rolls-Royce. “We’ve partnered with Rolls-Royce on a couple of occasions,” says Ella, “and I was honoured to be among the women the brand celebrated as its ‘Phantom Phenoms’ in 2020.” The Phantom Phenom is a collective of Rolls-Royce women owners who are recognised and celebrated by the company for their accomplishments in business, leadership and philanthropy. Ella regularly donates proceeds from Jovadi sales to charitable causes.
“Beautiful jewellery should not just be worn on special occasions. Life itself is a special occasion and full of opportunities for women to make a statement,” says Ella. “Jovadi embodies dramatic, glamorous declarations of confidence.”