Jewellery by a fierce love for all things gold

NiHOVA - A unique style brand

19 November 2021 | Business

PULL QUOTE: “We haven’t engaged in giving back to the community, but it would be a dream come true to be able to do so in the future.”

Wetumwene Shikage

After being unemployed for two years, being home during the pandemic gave the founder of NiHOVA, Frieda Hamukuaja, ample time to reflect on running a small business from home. This is where the idea of selling fashion jewellery was birthed. Growing up, Hamukuaja says she always wanted to own a business. At the beginning of 2021, she began researching and putting ideas together.

Nihova is a name that her late grandmother called her and she decided to give the name to her business. The founder says she wanted to sell something unique to a market that has not been tapped into by many and something she loves and enjoys doing. “I decided to sell fashion jewellery, to deliver simple and chic jewellery pieces that give the wearer a sense of style that is eternal,” she said.

NiHOVA was established in July 2021 with the purpose of selling simple, yet classy everyday jewellery inspired by a minimalistic approach with a touch of chic and in line with current trends.

Hamukuaja describes NiHOVA as a young brand in its infant stage which will eventually grow into a bigger business to create employment and improve the living standards of people in the community.

“We haven’t engaged in giving back to the community, but it would be a dream come true to be able to do so in the future,” she said.

NiHOVA is planning on tapping into new sales and delivery channels, adding more products and services. Hamukuaja said expanding to new territories and adding new products and services are on the to-do list.

“Being an entrepreneur is easy but sustaining that has always proven to be challenging. Thus, one needs to have a very deep understanding of human nature, be open to change. NiHOVA wants its customers to feel unique and connected to the brand so our mission is to deliver the most unique of experiences,” she said.


Hamukuaja believes that being proactive rather than reactive to demands is the key to long-term success. She explains that running any business on an e-commerce platform is a big challenge as digital space is full of competitors and ideas. Jewellery and accessories are the most searchable products on e-commerce platforms and starting such a business is not an easy way to the top.


Gaining people’s trust is a challenge, as it takes time and effort. Trust is not easily gained via social media or photographs, as this is an e-commerce selling platform. Timely delivery is another challenge faced by NiHOVA.

“We are promised five-day delivery by suppliers but the package reaches us on day ten. By the time either the event for which the jewellery was ordered is over, or the excitement about receiving the new jewellery reduces, resulting in returns or cancellations of orders,” she said.

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