Enterprise Nation

Tapiwa Matsinde started her business in October 2006. She makes fine jewellery from her front room and sells 90% of her wares through markets, fairs and trade shows. She’s got exciting plans in the pipeline that include selling more online and working with a coach to grow the business. Explore the world of Nakai.  

When did you start the business?

Nakai was officially launched in October 2006.

What were you doing before?

I was and still work part time as a graphic designer which is a huge bonus as I’ve saved a fortune in doing all my own marketing material and website.

How did you learn how to make jewellery?

I’m self-taught and learnt the hard way through trial and error, however it’s really just another outlet for my creativity as I have done some fine art in the past and have always made things. The Internet has helped in terms of researching techniques, trends and understanding the materials I work with.

Do you make all the pieces yourself? If so, from which room in the house?

Yes, I hand make all the jewellery pieces myself working from my front room, where I’ve set up a dedicated area. Luckily the type of jewellery I make doesn’t require lots of space or bulky equipment, so I can easily pack it away out of sight when I’m not working on it.

What percentage of your sales are online versus these retail outlets?

The ability to buy online is a relatively new addition to my website. So at the moment the majority of my sales are offline, I’d say about 90%.

How are you promoting yourself?

I have a website, send out a monthly newsletter and sell at a London market on alternate Saturdays. Collaborating with fashion designers and taking part in seasonal fairs, exhibitions and trade shows has proved beneficial, as has word-of-mouth. I have also started sending out press releases to announce new collections, which has resulted in some magazine coverage.

What are your plans for the next 6 months?

I’ve spent the past few months working with a business coach to help me grow the business. The next 6 months will see me continuing to focus on growth through sales and marketing to build on recent successes and introduce more people to the brand.

Tapiwa Matsinde talks to Emma Jones 

• Nakai