Omo-Ikirodah: Relying On Passion To Succeed In Jewelry Market

Lela Omo-Ikirodah is the founder and creative director of Èté John Jewelry. The company takes pleasure in being a master of minimalist and contemporary jewelry for the Nigerian and global markets. It sells both 925 sterling silver and 18-karat gold jewelry for men and women, as well as items that match class and style.

Lela said her journey into the business began during a few-year gap between secondary school and university when she stumbled onto bead making. “I also discovered I was obsessed and wanted to learn more, not with the initial intent to make a business out of it but just because I was intrigued. During those periods, I made several jewelries and one hat (my mom’s Ph.D. graduation hat), and that was the journey that sparked my interest in jewelry,” she said.

Motivations

On what motivates her, she said: “Honestly, it was a passion. As cliche as it sounds, I find myself learning more about it every day. I had training programmes planned every year until 2020 when COVID happened. I found joy in it. There are parts of the business I do not particularly love, but the joys outweigh the cons, so it kept pushing.

“The second part is the people that it has afforded me to meet. Some have become friends, mentors, mentees, and even family, and I am incredibly grateful for that.

Thirdly, I do love the joy in people’s hearts when they get exactly what they want. I always tell people that I am not in the business of just selling. The most important thing to me is that our clients are genuinely happy about their entire engagement with us. From the first “hello” to receiving the item, it shows in the level of referrals we get.”

Lucrativity 

“You remember our parents’ days when things were tight. Our mothers would sell some gold jewelry to raise money. Exactly! That is not going anywhere; that is because gold holds value. It has always been a currency. So precious metals is not just a piece of art or fashion; it is an investment piece.

“The price or value of gold is one thing that will always increase. Gold is one of the most liquid assets you could ever own. So beyond just beautification, there is the part of value—currency, and investment—being able to quickly raise cash for an emergency.

“So there is always growth, especially as inflation rises. It is one of the easiest and sweetest ways to hedge. Again, jejewelry has a way of glamming even the dullest outfit. The right set of pieces does the magic every time, and people want to look good regardless.

“So, precious metals—gold and silver—last as long as forever. These are items you can pass down for generations. There is always value for money; all you have to do is clean them, and the sparkle remains forever. As such, it is one fashion item that never goes out of style,” she disclosed.

Challenges

“The challenge in this business is economic instability. You have to deal with these three prices: the exchange rate, inflation, and interest rates. Having to reflect on price changes as often is almost a nightmare. It also reduces the purchasing power of buyers. And of course, the dollar scarcity issue is also one that makes doing business hard,” she remarked.

Advice

“Just start! You will not have all of the answers, and some will be unlocked as you progress through the quest. However, before you begin, consult with a specialist. The answers to those questions will usually lead you. Pay attention to the economy. Put yourself out there; do not be afraid to talk about yourself, your work, and prospects.

Most importantly, please sell for a fair price. Your products or services should be valuable. Concentrate on value, and growth will follow,” he stressed. 

Biography

Lela Omo-Ikirodah is the founder of Èté John Jewelry and a senior executive in a startup. She received her computer science degree with honours from the University of Benin (UNIBEN). Additionally, she had earned other qualifications from Institutions like Harvard University, the most recent of which was the LEAD from the Stanford Graduate School of Business.

In the year 2017, Lela decided to cross goldsmithing off her bucket list, the decision which she described during the goldsmithing class as bizarre.

She later enrolled in the Gemological Institute of America (GIA), one of the top-ranked and most prestigious jewelry-related institutes, to hone her craft, “jewelry design,” and to learn new techniques. She established  Èté John Jewelry in 2019 after being encouraged to do so.