Adele Dejak
- Company typePrivate
- Founded2008
- HeadquartersNairobi, Kenya
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Adele Dejak firmographics
Firmographics- Name
- Adele Dejak
- Legal name
- Adele Dejak
- Website
- https://adeledejak.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Adele Dejak industry classification
Industry- Product category
- Luxury Handcrafted Jewelry
- NAICS
- Jewelry and Silverware Manufacturing (339910), Jewelry Retailers (458310), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Handbags & Purses (CRAAAJAA), Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK)
Keywords
Where Adele Dejak is headquartered
LocationHeadquarters
- HQ city
- Nairobi
- HQ country
- Kenya
- HQ region
- Africa
Offices2 records
Markets served
Adele Dejak business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Jewelry Sales: Core revenue from handcrafted jewelry including earrings, necklaces, bracelets, rings, and hairpins. Products range from $50-$260+ with one-time purchase model.
- Bags and Accessories: Sale of handcrafted bags including clutches, totes, day bags, and wallets. Price points from $15 canvas bags to $910+ luxury hide bags.
- Lifestyle Products: Sales of organic scented candles, room/linen sprays, and shea butter products. Price range $10-$45.
- Apparel: Sales of KUWA TEES branded t-shirts and hoodies. T-shirts at $30, hoodies $100-$120.
- Gift Vouchers: Digital gift cards sold in denominations of $100, $300, $500, and $1,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Earrings - $50 to $140 |
| Unit Pricing | Pay-as-you-go | Rings - $60 to $120 |
| Unit Pricing | Pay-as-you-go | Bags - $15 to $910 |
| Unit Pricing | Pay-as-you-go | Lifestyle - $10 to $45 |
| Unit Pricing | Pay-as-you-go | Apparel - $30 to $120 |
| Unit Pricing | Pay-as-you-go | Gift Vouchers - $100 to $1,000 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Adele Dejak product offering
Product offeringCore offering
Adele Dejak designs, handcrafts, and sells luxury African-inspired jewelry (earrings, rings, bracelets, necklaces, hairpins) made primarily from recycled brass and aluminum with 24K gold electroplating, sourced from Nairobi metal markets. The brand also produces handcrafted bags and clutches in African wax prints, mudcloth, and leather, plus a lifestyle line (shea butter, organic scented candles, room sprays) and apparel under the KUWA TEES label, sold through a Shopify e-commerce site, a Nairobi studio/showroom, and select global boutiques.
Product overview
Adele Dejak is a luxury African jewelry and accessories brand that creates bold, handmade pieces combining contemporary style with Kenya's traditions. The product portfolio centers on the core jewelry collections (JASIRI IGNITED 02, JASIRI, and ATOTI) featuring handcrafted brass, aluminum, and gold-plated earrings, rings, bracelets, necklaces, and hairpins. The offering extends to leather and African wax print bags and clutches, organic shea butter and scented candles lifestyle products, and apparel under the KUWA TEES line. All jewelry is sustainably made from recycled materials sourced in Nairobi. The brand operates primarily through its Shopify-powered e-commerce platform with worldwide shipping via DHL Express.
Differentiator
Problem solved
Functional benefit
Brands
- JASIRI Collection: Signature jewelry collection featuring bold, statement pieces celebrating African heritage.
- ATOTI
- KUWA TEES
- AD (Adele Dejak)
- Adele Dejak Studio
Products and services
- JASIRI IGNITED 02 Collection
Quantifiable outcome
- Handcrafted pieces with cultural storytelling connecting past, present, and future
- +1 more outcomes
Companies that use Adele Dejak
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Adele Dejak technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Adele Dejak partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, flagship and minor.
- DHL ExpresscoreGlobal shipping partnership ensuring worldwide delivery. DHL Express handles all international shipments with delivery in under 5 days guaranteed. Orders typically processed within 3-8 days.
- Salvatore FerragamoflagshipCollaboration with global luxury fashion house Salvatore Ferragamo, expanding brand reach into high-end international fashion circles.
- Samsung x Mercedes Benz Amaze Africa Fashion WeekcoreWorked with African designers for Samsung x Mercedes Benz Amaze Africa Fashion Week, showcasing at major continental fashion event.
- UNHCR AustraliaminorCSR partnership involving refugees in Kakuma camp producing keyrings for UNHCR donors. Trained refugees to make bags from donated food sacks, providing income and skills.
- Lutheran World FoundationminorCollaboration with residents at Kakuma refugee camp (part of Dadaab, home to approx. 85,000 refugees) to train and equip them with bag-making skills from donated food sacks.
- ShopifycoreE-commerce platform powering the online store at adeledejak.com, enabling global direct-to-consumer sales.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Adele Dejak competitors and assessment
Company assessmentDirect peers
- Studio 189: African artisan-produced luxury fashion and accessories brand with a similar handmade, socially-responsible production model and a focus on cultural storytelling.
- Lisa Folawiyo: Nigerian-born luxury fashion designer with an African-heritage-driven, handcraft-forward brand that overlaps with Adele Dejak on cultural-luxury positioning and international press placement.
- Mawi: Handcrafted luxury jewelry brand with comparable price points, design-led collections, and global DTC distribution — a like-for-like independent designer-jewelry competitor.
- Maki Oh: African luxury fashion and accessories brand rooted in cultural storytelling and artisanal production, with a comparable global editorial footprint.
- Pamela Love: Independent artisan-designer jewelry brand producing handcrafted, bold statement pieces in a similar price band and DTC-first retail model.
- Azature: Independent luxury jewelry brand famous for celebrity placement and bold design — mirrors Adele Dejak's celebrity-driven, high-impact visual identity in the luxury segment.
- Lelet NY: Independent, handcrafted luxury jewelry brand with a similar African-and-culturally-inspired design language and direct-to-consumer positioning; competes for the same statement-jewelry customer seeking bold, artisanal pieces.
- Omi Wood: African luxury jewelry and accessories brand built on cultural heritage and craft, serving a directly overlapping customer base that values African provenance and statement design.
Broad incumbents
- Kenneth Jay Lane: Iconic fashion/costume jewelry house selling bold statement pieces at accessible luxury price points — a broad incumbent showing the commercial ceiling of design-led fashion jewelry.
- Azzedine Alaïa: Established luxury house producing jewelry and accessories as part of a broader portfolio — sets the aspirational benchmark for what African-rooted or artisanal luxury can achieve at scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Adele Dejak social profiles
Digital presenceAdele Dejak financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adele Dejak leadership team
Management profileNumber of profiles
Profiles1 record
Adele Dejak funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adele Dejak M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adele Dejak
What does Adele Dejak do?
Adele Dejak designs, handcrafts, and sells luxury African-inspired jewelry (earrings, rings, bracelets, necklaces, hairpins) made primarily from recycled brass and aluminum with 24K gold electroplating, sourced from Nairobi metal markets. The brand also produces handcrafted bags and clutches in African wax prints, mudcloth, and leather, plus a lifestyle line (shea butter, organic scented candles, room sprays) and apparel under the KUWA TEES label, sold through a Shopify e-commerce site, a Nairobi studio/showroom, and select global boutiques.
Is Adele Dejak a public or private company?
Adele Dejak is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adele Dejak founded?
Adele Dejak was founded in 2008. It employs 11 to 50 people.
Where is Adele Dejak based?
Adele Dejak is headquartered in Nairobi, Kenya, in the Africa region.
How does Adele Dejak make money?
Five revenue lines are on record. Jewelry Sales are the primary driver. The others are bags and Accessories, lifestyle Products, apparel and gift Vouchers.
Who are Adele Dejak's main competitors?
Direct peers on record are Studio 189, Lisa Folawiyo, Mawi, Maki Oh, Pamela Love, Azature, Lelet NY and Omi Wood. Broad incumbents are Kenneth Jay Lane and Azzedine Alaïa.
Does Adele Dejak have an API?
No public API is recorded for Adele Dejak.
What industry is Adele Dejak in?
Adele Dejak's product category is Luxury Handcrafted Jewelry. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAAAJAA, Handbags & Purses. Its NAICS code is 339910 and its SIC code is 3960.