In South Africa, as youth unemployment rates remain stubbornly high, many young people are forced to think creatively to earn a living. One entrepreneur has founded his own jewelry business and capitalises on social media to market his designs across the country.
Nathi Jewelers was established to supply reasonably priced, but quality, jewelers and accessories to the jewelry market, and the young owner Nathi Hadebe is well aware of the stiff competition he faces from established jewelry entities.
But he believes in his craft. Nathi Jewellers specialises in jewelry, accessories manufacturing, and distribution.
“We specialise in wedding rings, engagement rings and accessories for the youth. We also have services like the ring repaired, sizing and polishing, also if you’ve lost the diamond in your ring, we can make it for you,” Hadebe told CGTN Africa.
To gain much needed experience – Hadebe worked for one of the well known jewelry establishments.
“That’s where I got the exposure of working with different metals, diamonds, how the industry works. From the production side.”
Hadebe uses social media to advertise his products. He not only manufactures the jewelry – his service extends to door to door delivery, and he is now also a jewelry supplier of some well-known South Africans.
“We have lots of celebrities in Ekurhuleni so in that way I realise I need to take advantage of that situations and approach these guys and say hey guys I’m manufacturing jewelry, here are the samples. Please support, I’m a small emerging jewelry company.”
The jewellery industry is difficult to penetrate especially for young emerging players.
As South Africa moves towards industrialisation – the government encourages entities such as Nathi Jewellers.
“I want to share the skill because around in my area there’s lot of jewelers who’re sitting at home. They [have] got the skill, [and] they [have] got certificates,” Hadebe adds.
He is now determined to open an online store so he can access other markets.