Turning passion into purpose: The story of Popyeni Jewels
Handcrafted jewellery
Namibia's high unemployment rate saw Amadhila turning her love of crafts into a successful small business.
Namibian businesswoman Frieda Popyeni Amadhila never dreamed that her career path would take her to the jewellery industry. Having completed her studies in applied biochemistry at the University of Namibia (Unam) in 2018, the 27-year-old imagined herself working in a laboratory, examining samples. However, faced with the harsh reality of high unemployment in Namibia, she turned her hobby of creating jewellery into a thriving business.
Popyeni Jewels was established in 2020 as a result of Amadhila's love of crafts and her goal to simplify and elevate gift-giving. She offers a variety of exquisite items, such as necklaces, bracelets and more, and specialises in creating personalised, handcrafted jewellery. What began as a one-man show has developed into a tight-knit group of three committed people, she said.
Amadhila’s entrepreneurial journey has been marked by significant achievements. In 2023, she won the Fabrica Make-a-Thorn Design Challenge Award and had the opportunity to exhibit her creations at the Intra-African Trade Fair in Cairo, Egypt. She also attended the Canton Fair in Guangzhou, China, in April to further expanding her brand’s reach.
Despite these successes, she highlighted the challenges of market access and sourcing materials in Namibia. However, she believes that with careful planning and determination, the small obstacles she faces as a local business owner can be overcome.
Her advice to aspiring entrepreneurs is simple yet profound. “Start with what you have and where you are. Also, you don’t have to have it all figured out from the start because you’ll figure it out along the way," she said.
"Sometimes you will feel stuck and that’s OK - just don’t stay stuck. And most importantly, always see the possibility of winning and let God lead you."