JOYA designer Victoria Fenner has launched a new and exciting range of high fashion; affordable jewellery for younger consumers.
JOYA Freedom is a trendy new jewellery range focussing on fashion and affordability. With hot music festivals and outdoor parties exploding onto the youth scene, teenage fashionistas need to up their game on bright and colourful accessories. This is where JOYA Freedom steps in.
Carefully assessing their younger market, JOYA realised that its focus was not on quality, but on style and fast trends. Relinquishing their usual sterling silver pieces, JOYA have opted for more accessibly-priced pieces in a varied selection of styles.
The range is made up of an array of colours, semi-precious stones, glass, leather, cotton, gold vermeil beads and African trade beads. All items are handmade in Cape Town and, staying true to its community upliftment values, women from Khayelitsha are hired to sew the JOYA Freedom fabric packaging.