Selling Jewellery Isn’t Rocket Science—CEO, Horaios Jewelry

Selling Jewellery Isn’t Rocket Science—CEO, Horaios Jewelry The name Horaios simply means ‘Beautiful’. Simply put, Kehinde Jinadu sells beautiful jewellery designs. Born and raised by dutiful parents—her mum, Princess Duro Osinusi, is a top society matriarch and so is her dad, who cannot be shoved aside in a crowd. To think that a graduate of Business Administration from the University of Greenwich London is the beautiful brain behind one of the most popular Costume Jewellery stores in Nigeria is amazing. She also bagged a Master degree in Business Administration from same university. Having worked with the Bank of New York Mellon, London, she would gladly express that she worked with top makeup/beauty companies such as Estee Lauder, Clinique, Elizabeth Arden, Fashion Fair and a host of others while she was still in school. “It was a temporary job and I was an account officer with Fashion Fair. It was after my graduation that I worked with Bank of New York Mellon for close to three years,” Kehinde reminisced. That was aside the professional courses she did including the Society of Business Practitioners in Chesier, England. Well, wonder how this cerebral mind delved into jewellery? “I relocated from England to Lagos in 2013. I didn’t know I would sell jewellery because I am not into using jewellery so much despite the fact that my mum had a beading store in the heart of Lagos. She tried bringing me into the business but I resisted and helped her out once in a while at the store since she had loads of beaders. But we travelled to Dubai one day and I bought some earrings which I decided to sell in my mum’s shop and I sold everything within a period of time. I was amazed and I started buying and selling jewellery but this time, the gold-plated designs,” she said. Her reasons to stay put with gold-plated jewellery wasn’t far-fetched. She revealed, “I had some gold jewellery but I’ve always believed that all women can still slay without robbing a bank or going bankrupt. “Well, the mission of Horaios Jewelry is simply—every woman can look beautiful in beautiful jewellery without being indebted. Genuine gold jewellery are good but not all women can afford that. Even abroad, there are diffusion lines of many top notch designer labels. I’ve been in business for seven years in Nigeria and I can boldly declare that it’s a lucrative business.” What will be her words on marble to aspiring young women who want to sell jewellery of all designs? Single and pretty Kehinde said, “be focused and have eyes for good jewellery. I have a passion for what I do and I also help women buy for their shops too anytime I travel abroad for my restocking. “Also, be committed to that hobby. You can start from your level because it’s not rocket science to sell jewellery. When I started at my mum’s shop, I would buy brooches and other accessories from New York stores to make my designs different and I was selling all within a twinkling of an eye. There was a time I was in India to buy too. Then, the advent of the Brazilian jewellery stopped me from travelling abroad always when I can get some importers in Nigeria who sell in bulk. Though I have delved into Italian gold-plated designs, the French are also into costume designs. Now, you can get Italian, French and Brazilian designs of some genuine gold jewellery that would make anyone think that they are real gold.” She would also reveal that Nigerian women are very fashionable. “They are second to none all over the world. Nigerian women, no matter where they are, would always look gorgeous for owambe parties. Even most of our manufacturers abroad have Nigeria as their target markets. Remove Nigerians from their clientele and their businesses will run down. I have customers from many countries of the world and we are always mailing goods to Nigerians in Diaspora,” she revealed. Currently set to open another branch in Lekki (she has one in Surulere and another in Ikeja, Lagos) this stunning CEO is also fashionable. “I wear what I am comfortable in. I don’t follow trend and I am not a party person. If you see me at any owambe gig, maybe my mum dragged me there. I am more of an indoor person an apart from one or two outings, I don’t see myself as the typical Lagos girl who hops from one party to the other,” she said. Her dreams? Kehinde, whose twins in Abuja also sells lovely jewellery said, “I want Horaios Jewelry to be the most sought after in costume jewellery due to our gorgeous designs.