Yenaé is an online-based high fashion jewelry brand that takes patrons on a journey inside the heritage of Africa through exquisite jewelry designs that blend culture and storytelling with a twist of modern design appeal. Derived from Ethiopia’s native Amharic language and translating to “mine,” Yenaé is at the intersection of fashion, storytelling and culture to create a one-of-a-kind jewelry collection and “[tell] an organically African story to change the perception and narrative of the continent at large [and] showcase Africa in a positive light,” the brand says on its website. These storytelling efforts include the brand’s jewelry design, gift-ready packaging and note cards that are included with each purchase to share the background and inspiration behind the designs, which often comes from working closely with historians and storytellers, the brand said.
Yenaé was born out of the shared experiences of two female Ethiopian-Americans and jewelry lovers, Seble Alemayehu and Felekech (Fei) Biratu, who began their relationship as high school friends in Addis Ababa, Ethiopia. While living in different parts of the United States in their adulthoods, they saw the magnitude of the lack of awareness that existed about Africa, especially in terms of positive representation. Due to their first-hand knowledge about the creativity, craftsmanship and resources that exist in Africa, Alemayehu and Biratu took the opportunity to pursue their passion for jewelry.
“We put a lot of thought, attention and care into the collections we create, while maintaining focus on ensuring consistency and product safety. This extends to how we form collaborations to source and manufacture our products and the stories behind product lines. We aim to grow our brand to expand our manufacturing base to Africa, the source for our brand’s product line inspirations,” said the founders.
With Yenaé, Alenayehu and Biratu created a brand that showcases positive narratives of Africa through jewelry that appeals to a wide range of enthusiasts. Yenaé offers silver and recycled brass pieces, plated with 14K gold or rhodium; responsibly and ethically sourced Ethiopian semi-precious gemstones, hand-crafted by artisans in Ethiopia and hand-polished hypoallergenic jewelry made in California. Ranging from simple, everyday jewelry to one-of-a-kind, contemporary statement pieces, each jewelry has a story behind its design, sourced from historians and storytellers.
Yenaé’s product range includes a women’s line that is made up of bracelets, earrings, rings, necklaces and versatile-wear pieces, and a men’s collection featuring cufflinks and bracelets. The brand also offers a number of specified collections, including the Tsirur collection
of 14K gold-plated ear jackets, cuff bracelets and pendant necklaces; the Semi-precious Gemstone collection of telsom chrysoprase and quartz stackable rings and the Cross Collection, made up of pieces featuring the Axum cross and the Lalibela cross. For men’s jewelry, the Dorze Tibeb collection — inspired by the weaving traditions of the Dorze people of Southern Ethiopia — offers a selection of 14K gold-plated and rhodium-plated hand-painted cufflinks.
What makes Yenaé stand out is its growing creative focus on offering customers multi-wear jewelry, the brand said. Currently, about half of Yenaé’s jewelry collection fits into this category, whereby a single jewelry piece can be worn in a minimum of three different styles so that
wearers can always have a unique accessory on hand. One of the brand’s latest releases, the Sefed earring, is able to be worn as a necklace, stud earring, drop earring and more to easily adapt to a formal, casual or dressy look, said the brand. The Sefed earring is 14K gold-plated on recycled brass, and the earring backings are made from 925 sterling silver plated on 14K gold. Another versatile piece is the Tsiruri ring, which can be worn in over four different configurations, including on multiple fingers and various stacked styles.
The founders say that with Yenaé, they aim to positively influence a consumption pattern that moves towards a more sustainable community — which also moves away from fast fashion.
