JANINE BINNEMAN JEWELLERY

Owner: Janine Binneman Startup costs: I sold my second-hand car to buy the basics from a friend’s mom who used to make jewellery as a hobby. I think it was about R15 000. Turnover: R2,5 million – R3 million. Websites:: jbjd.co.za and janinebinneman.co.za

After spending a gap year in Italy, Janine submitted a portfolio to the graphic design department at Stellenbosch University – which was when someone advised her that she would be better suited to jewellery design. ‘I was not impressed, but for once I actually listened,’ she remembers. ‘And it’s the best thing I ever did. I found my passion without even knowing it was destined for me.’ She completed her honours in Jewellery Design in 1996.

Janine’s business celebrates its 20th year in operation this year. It is split into a fine jewellery collection – Janine Binneman Fine Jewellery – and a ready-to-wear range, the JBJD Collection, which features personalised and inspirational text.

‘I thrive on working with my clients and telling their stories through jewellery,’ Janine says. ‘My fine jewellery is heavily inspired by vintage design. I love the rich detail that highlights the incredible beauty of the gemstones we use in our pieces – gems I often find myself on my travels. I like to push clients to think outside of the “diamond engagement ring” box. I want to create one-off pieces for each of my clients, and if I can get them to open up to the idea of using precious and semi-precious gemstones that are out there in an incredible array of colour, I am a happy blue-haired creative!’

Because she believes so strongly in personalising her pieces, Janine builds a strong relationship with her clients, so she spends a lot of time ensuring that she reads them correctly. ‘We have fabulous women and sometimes panic-stricken men who desperately need something,’ she says. ‘We did a detailed survey of our clients and found that there are generally four personalities: Boho Chic, Loyalist, Sentimentalist and the A-Type Achiever. We are a combination of all these.’

Constantly designing individual pieces takes a lot of creativity. Travel is her biggest source of inspiration, says Janine. ‘Just to be taken out of my normal surroundings makes me see things I am normally too busy to notice,’ she explains. ‘The flowers I saw, smelled and touched when I was abroad recently have inspired a new range.’

She is also obsessed with the sea, which she claims is the reason for her blue hair (she also thinks she’s a mermaid). ‘I love the reflections and colours of the sea. I often start off my day at a local tidal pool, filling up my creative buckets and calming my busy mind.’

Janine’s design studio offers a variety of special services. ‘Each client can literally wear the name of their child, husband or pet on their hands,’ she says. ‘We have made rings with inspirational words to give

our clients their daily affirmations. I have also made bracelets in the handwriting of someone a client loved who has passed on, engraved the heartbeat of a baby on a pendant and made a special piece with a beloved pet’s footprint. The children’s drawings are a total winner!’

The JBJD team, which produces the more whimsical pieces, consists of five women who do everything from production to social media and managing the office. ‘We work like elves from the North Pole,’ says Janine. ‘We all ‘get’ each other.’

She finds creating job opportunities for creative women very satisfying. ‘My studio’s been the launch pad for five independent goldsmiths who all run their own businesses now,’ she says.

Along with running her two studios, Janine currently also conducts very popular ring-carving workshops, where clients make a wax ring that is then cast in silver.

‘It started as a media and influencer promo; I wanted to do something really interactive where there would be a synergy between me, the act of creating and the individual personalities.’

That idea of authentic communication is a critical part of what she does: ‘I plan to maintain steady growth in our business by constantly staying one step ahead of the rest,’ she says. ‘My brand stands for excellence – and the belief that we are telling our clients’ stories with our pieces.’

‘I thrive on working with my clients and telling their stories through jewellery.’