As Women's Month draws to a close, Binneman shares the design inspiration behind her ready-to-wear and fine jewellery creations, and her journey to success from humble beginnings as a one-woman show.
My journey was quite unusual. I was working in Italy when I did my portfolio to study graphic design; I was adamant that I wanted to be a graphic designer. The head of the art dept in Stellenbosch, a friend of my mom’s, suggested I would be better suited as a jewellery designer. I was not impressed but was told I could cross over if I was not happy after six months.
I am forever grateful for this shove in the right direction. I have loved making jewellery ever since and honestly could not imagine being this passionate about graphic design. Lesson: listen to those in the know!
My biggest inspiration is travel – just to be taken out of my normal surroundings makes me see things I am normally too busy to notice. I have just been abroad and a whole new range has been inspired by flowers that I saw, smelt and felt. My ready-to-wear aesthetic is playful and often includes personalised and inspirational text. I really thrive on working with my clients and telling their story in jewellery.
My fine jewellery is heavily inspired by vintage design. I love rich detail that highlights the incredible beauty of the unique gemstones we use in our pieces – often these gems have been found on my travels!
The business has grown tremendously. Originally I was a one-woman show, now my team comprises five rock star women. I have trained and mentored four female goldsmiths who have gone on to open their unique businesses since the inception of JBJD. I believe 'empowered women empower women'.
Never quit, never complain and never stop hustling. Hard work and passion can only be successful.
I love the interaction with my clients, the energy exchange is exhilarating! If that is not enough, I then have the total joy of designing – playing with ideas, metals and gemstones. I don’t think there is a better job out there for me.
Consumers need to understand that SMEs are people who create job opportunities, sending money back into our communities and keeping commerce local. We have incredible talent in SA and the support of our consumers is priceless. Every time a piece of jewellery is bought from us, you help us pay school fees, dance classes for our kids and you help us pay salaries.
We are living in very exciting times. The creative scene in SA is booming, there is so much diversity, individual voices and perspectives. We have a can do attitude in SA, creatives believe that the impossible is very possible. We had Madiba who showed us how it was possible to create change beyond belief.
You have infinite possibilities! Work with other women, ask, challenge, inform, exchange and collaborate. You are not alone. Empowered women empower women.
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