Veronica Nyakianda Gakio is the founder of Ankole luxury that deals in the designing and manufacturing of bespoke handmade jewellery, accessories which include but not limited to necklaces, earrings, bangles, pendants, cufflinks and candle holders.
Each piece has been handcrafted by a small dedicated team of highly experienced local artisans using repurposed horn, brass and stones.
Ankole Luxury also deals with the design and manufacturing of leather bags. As a brand, Ankole Luxury supports, empowers and works with local artisans for all their production.
We’re happy to share this with you but before you read, check out part one of this interview.
What Marketing Strategies Have You Used to Attract and Retain Customers for Your Brand?
I’ve been more focused on paid posts and ads on social media. So that has already given us so many clients, even not only in Kenya, but even in the US, regionally and in other countries. Just by the fact that we do the paid posts, we try to do as many as possible so that we can reach a wider audience. And it’s been working for us.
Because now whenever I’ve been doing feedback from our clients, whenever someone approaches me, be it a B2C or a B2B, I’ve always been asking them, where did you get to know about us?
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And they’ve been telling us, I’ve been interested in buying things from Africa. And then your page just popped up when I was scrolling my Facebook or my Instagram. And I decided to read more about the brand and I liked what I saw. That’s why I want to buy products from you.
Outside Social Media Is There Any Other Form of Marketing Strategy You Are Using?
Word of mouth, and then even the clients who’ve bought items from us. Through them, carrying our products or wearing our jewelry, we’ve also gotten people who buy our products. Also attending pop-up markets, exhibitions, both in Kenya and outside of Kenya has also helped us.
And now I’m in talks with some marketing companies whereby we want to sit down and see how best they can help us so that we can even get more audience coming towards our pages.
You Worked as a Human Resource Admin in Dubai. How Does That Aspect of Your Life Help You in Running Your Business?
Before being a HR admin, I used to be a personal assistant. And in both being a PA and a human resource administrator, it needs a lot of discipline. It needs a lot of planning. It needs a lot of follow-up.
So it gets you to be very, let’s say, neat in what you do. When you start something, you have to actually finish it. So it’s helped me to actually not just start something when it comes to Ankole but to start and finish it.
That’s why when I was starting the business I didn’t just make two, three pieces and then started selling. That’s why I started the whole line of collection. I did the website, proper photo shoot. And that’s the discipline that I gained from being both a PA and a HR administrator.
How Does Ankole Luxury Stay Ahead of Trends While Maintaining its Commitment to Traditional Craftsmanship and Ethical Production?
I always try to see what other people are doing. Be it my competitors or even brands that do clothes, because they also accessorize. I like being updated on the trend. So I always visit influencers. I always see what celebrities are wearing. But in the process of doing that, cause people have told me, why don’t you do just brass?
And I always tell them, my main product here is the horn. Because I know horn is related to the culture. So I always tell people as much as people would think that brass alone would sell better, but I want to also maintain this horn aspect of the materials.
So I just adjust because before people used to say my pieces are very bold. In the process, I just make earrings with a very tiny piece of horn. And then, yeah, people are actually appreciating it instead of doing away with what I feel is like the main ingredient of my brand, which is the horn.
Because if I drop the horn, the company would lose the meaning of being called Ankole Luxury. It’s a tribe. And then they have those cows with very big horns. So I pick that so that it also will help me be disciplined.
Besides, my company is called Ankole and so I can never drop the horn unless now I drop even the name. Because I cannot call my company Ankole Luxury, and there’s no horn in my business. So why am I calling it Ankole Luxury?
Why Choose a Name From Uganda? Why Not From Your Country, Kenya?
Because I use Ugandan horn. Their horns are very big. They are very strong. Kenyan horn can easily break, especially when you’re doing the bangles, because it’s quite light. I don’t know if it’s what they feed or what. And also use the horns of cows from Sudan. I think South Sudan, their cows have very big horns. So I decided since I’m using horn from Uganda, I might as well adapt that name. And it also gets people curious.
This Means in the Nearest Future, You Have an Office in Uganda
Yes, I’ve been talking to a few Ugandans. Because whenever I meet a Ugandan, they alway if I’m from Uganda. You can’t differentiate a Kenyan so much from a Ugandan. I tell them no. So they’re always like, you should sell to the Nyankole community. They’ll really appreciate your brand because you’re not Ugandan and you’ve embraced their name.
They’ll buy and I’ve actually experienced that. I met someone through my friend and he actually didn’t have the need to buy my products. But he bought it simply because he’s a Ugandan from Nyankole community. And he was just really excited to see a Kenyan using their name to name her brand where they could have just called it any other name.
Looking Ahead, What Are Your Plans for Expanding Ankole Luxury Both in Terms of Product Offering and Social Impact Initiatives?
So for social impact, I plan on working with more women from the rural communities so that we maintain that crocheted technique. Because this is something that our grandmothers used to do.
I started with one group from one community, but I’ve been engaging other women from other different communities. We’ve been training them so that this skill does not die because we Africans in general have been trying to adapt so much of the white man’s behaviour and culture.
While we forget to maintain our own culture. And since making crochet has been our culture for many generations now. I don’t just work with the old women but encourage them to train their young girls so that this culture does not die with them.
How Do You Combine Your Role as a Mom with Your Role as a Founder Effectively?
When I used to work as an employee it used to be a struggle because I have a special needs child. She has autism.Then I could come back with stress from work and then her condition.
Everything was so much for me. So I decided to start working from home by running my own company. Then I’ll be able to give her the attention she needs so that she can strive. And also I’ll avoid the stress from the workplace. And it actually worked very well because I was able to even help her more.
There are so many things she wasn’t doing, but because I gave her a lot of attention when she came home from school, And she thrived and she got better in so many ways that I cannot explain. So I think opening my own company and working from home has helped me to be there for my daughter more. I spend more time with her now.
Do You Encourage African Women to Work More From Home?
Yes, I do. Because when COVID came, it made people realize that we don’t need to be meeting physically. Like you see now, I’m having a meeting with you. You’re in Nigeria. I’m in Kenya. And we’re interacting like we’re seated on a table together.
So I think technology has come to help us so much that you can work from anywhere. I also have an evening job for a company in the US. I’m not only working for Ankole, but I have this other job in the US.
I’ve never met my boss, but she’s related to one of my friends. But you see, now I can even work for a company in the US. I can have a meeting with you in Nigeria. So, I can even be able to do a lot with my daughter when she’s not in school. I can even be able to do a few tasks, house tasks here and there.
We waste so much time moving from point A to B where you can just create some space in your house or build something outside in your own compound. You can build your own small office and work comfortably.
What is Your Advice to Other Entrepreneurs, Especially Women Who Want to Start Their Business or Are Just Starting Out?
I will tell them don’t limit yourself. If you have an idea, go for it. However crazy it might sound, however big it might look, just start small, and grow from there. Don’t be discouraged by anyone.
Maybe those around you might not understand your business. But as long as you’ve set your goal and you’ve already done your market research. You know this is going to be a profitable business at the end of the day.
Don’t be limited by people who don’t understand your business and they’re trying to discourage you, because I had a little bit of that given the materials I was using. But now I have no regrets. I’m quite happy that I didn’t listen to anyone.
Are You Looking to Hire for Certain Positions Right Now in Your Company For Those That Want to Work With You?
No, I’m not hiring for any positions at the moment. The only thing I’m doing is looking for more women who can do my crochet bags.
Where Can We Learn More About You and Your Brand?
Click the links to learn more about Veronica Gakio and her brand Ankole Luxury:
