Epica is best known for helping women build their confidence as they stand out while wearing their bold and edgy jewellery pieces. In February 2021, Sharon Wendo, the founder and creative director of Epica Jewellery, debuted her collection at London Fashion Week under Fashion Scout’s platform and also took part in a runway show in Western Australia organised by the Indian Ocean Craft Triennial. In November 2022, Epica took part in Addis Ababa Fashion Week in Ethiopia, where they got to exhibit their pieces at Hub of Africa Addis and showcase their jewellery on the runway on African Celebrates for the African Union.
Sharon Wendo, the founder and creative director of Epica Jewellery, takes us on a voyage through the kaleidoscopic scene of African contemporary pieces in this exclusive conversation. She shares the narrative behind her brand, reflecting on her transformative journey from beading basics to the vibrant, culture-infused designs that define Epica.
FAB: Tell us a little about yourself and the story behind Epica Jewellery
Sharon Wendo: Hi, I’m Sharon Wendo, the founder of Wendi and the creative behind Epica Jewelry. We specialise in creating African contemporary pieces, drawing inspiration from diverse African cultures. Our aim is simple: to tell the African story through our designs. The journey of Epica began in 2018, when I delved into the basics of Masai belt beading and the general art of beading in Kenya. Initially crafting pieces inspired by market trends, I soon realised the need to find my unique niche. This led me to the art of body jewellery, a reflection of my identity as a designer. Since then, the journey has been nothing short of extraordinary.
FAB: Can you share your experience as a participant? What were the highlights for you?
Sharon Wendo: My London experience was truly remarkable; it was my first time in the city, and it offered profound insights into how fashion brands operate in the UK. One highlight was Bethany William’s workshop, emphasising that you don’t need to be a giant brand to make it big. If you are ready, have the fundamentals in place, and your systems are working, success is attainable. The workshop treated “collaborations and sourcing”, insights I’m incorporating into my business.
The exposure during the exhibition was invaluable. We connected with people unfamiliar with African brands, breaking stereotypes and showcasing the diversity of our creations. It was a learning experience for both sides, bridging gaps and making meaningful connections. I’m eager to explore the UK market further, building on the impact it had on my brand.
Impact of Creative DNA Africa on Epica
FAB: How do you feel the exposure from Creative DNA Africa has impacted your brand and creative journey?
Sharon Wendo: In terms of brand positioning, the impact of Creative DNA Africa was immense. Being a Kenyan brand based in Kenya, the credibility gained from participating in London Fashion Week was substantial. People resonated more with the brand story, making them more inclined to invest in Epica. The exposure and experiences at the event elevated the brand’s status, leaving a lasting impression on potential clients.
FAB: Were there any particularly memorable interactions or moments during the event that left a lasting impression on you?
Sharon Wendo: One particularly memorable interaction occurred with a Kenyan client. She not only attended the event but also brought along her Kenyan friends, showcasing tremendous support from Kenyans in the UK who were unfamiliar with Epica. This left a profound impression, illustrating the power of genuine support. Another lasting connection was made with stylist Joe, who introduced me to various individuals in the UK fashion scene. Beyond the glamour, sales were made, making the London experience a holistic success for Epica.
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FAB: What do you consider your unique signature or style, and how does it reflect the essence of Epica Jewellery?
Sharon Wendo: Our unique signature at Epica revolves around body jewellery. It’s a celebration of the diverse beauty of women, accentuating various shapes. I like to think of myself as a storyteller through my designs. It’s not just about jewellery; it’s a form of art. With each piece, we tell the story of our culture. You wear pieces that represent bits and pieces of different cultures, creating a beautiful experience. It’s about standing out, being bold and beautiful, and appreciating oneself as a woman.
FAB: What projects or designs are you currently working on, and how do you envision the future of Epica Jewellery?
Sharon Wendo: Currently, I’m engrossed in creating a new collection set to launch this November. This collection is a deep dive into Maasai culture, one of the tribes in Kenya. We’re extracting elements to craft a unique collection. Looking ahead, the vision for Epica is expansive. We aim to participate in more fashion weeks, including those in Paris. The goal is to position Epica as the benchmark for African jewellery, telling compelling African stories on a global stage. Stay up to date on the newest in the world of Fashion, Arts, Beauty and Lifestyle; Follow FAB on socials.
Insights for Future Creatives: A 360° Shift in Mentality
FAB: For designers looking to participate in future creative DNA Africa programmes, what advice or insights would you offer based on your experiences?
Sharon Wendo: To future Creative DNA Africa participants, my recommendation is to apply for the festival. It initiated a 360° shift in my mentality about business. Having applied in 2020, the impact on our brand has been substantial. It goes beyond fashion shows and pop-ups; the festival equips you with essential business skills crucial for building a sustainable creative brand. In Kenya, where there’s a notable gap in business education for fashion talent, the British Council and Creative DNA are bridging that gap. It’s crucial for young, talented individuals aspiring to start a brand to engage in programmes like these for future success.
FAB: Are there any upcoming events or collaborations that we can look forward to from Epica Jewellery?
Sharon Wendo: Exciting events are on the horizon for Epica. In November, we are heading to Egypt—an opportunity provided by the British Council and Creative DNA. I anticipate more exposure and growth for Epica, setting the stage for further success as an African jewellery brand. The journey continues, and we can’t wait to share our story with the world.
