House of Lemba: A journey through bespoke African jewellery design

In an age where mass production dominates the consumer landscape, House of Lemba is carving out a niche in the jewellery industry that resonates with authenticity and cultural depth.

Founded by Bernice Pearl Dickson, this bespoke jewellery brand offers a unique blend of creativity and heritage, drawing from her rich cultural background and a deep-seated fascination with natural diamonds and gold.

At 48 years old, Bernice’s journey is both inspiring and indicative of the challenges many entrepreneurs, particularly black female business owners, face in South Africa.

Born on 7 December 1976 in the township of Mabopane, Pretoria, Dickson embodies the spirit of resilience that has come to define the Lemba community, known for their rich traditions and entrepreneurial spirit.

Her childhood was steeped in family tales of business ventures, including stories from her late father, Jack Dickson, who aspired to trade diamonds when she was born.

This familial backdrop laid a sturdy foundation for her aspirations.

“My father's diverse entrepreneurial journey profoundly inspired my own,” she said, noting her determination was also propelled by her late mother, an academic who advocated for education and empowerment, prompting Bernice to incorporate a training department within her business to help uplift marginalised youth.

The path to establishing House of Lemba Designs in 2015, however, was not without obstacles.

Bernice faced significant challenges in a male-dominated industry, including initial failures in her previous ventures.

“I've experienced setbacks, with my previous ventures failing on three occasions,” she said, reflecting on her tenacity.

The disbelief in female leadership within the jewellery sector and a local consumer base often reluctant to support emerging brands posed additional hurdles, yet Dickson remained resolute in her pursuit.

So, what makes House of Lemba stand out amidst larger chains?

“We distinguish ourselves through personalised service and a bespoke approach that allows clients to co-create their pieces,” Dickson said.

This level of craftsmanship transforms jewellery into meaningful narratives—each piece tells a story deeply rooted in African culture.

"For instance, the Morabaraba Collection is intricately designed around the traditional African board game, featured in an elegant set that encapsulates social interactions, sold for R27,000; while the Lemba Collection celebrates the diversity within her community, made of 18ct yellow gold and various beads, fetching R35,000," Dickson said.

The brand's commitment to ethical sourcing and transparency resonates with conscious consumers seeking more than mere luxury—this is a movement towards appreciating the artistry and stories behind African jewellery design.

“By offering bespoke creations and educating our clientele, we transform a purchase into an immersive experience,” Dickson added, embodying a dedication to heritage and quality.

Looking ahead, Bernice encourages aspiring entrepreneurs, particularly young creatives in South Africa, to follow their dreams.

“Establishing local businesses not only creates vital employment opportunities but also ensures our mineral resources are fully utilised within the Republic,” she said, underlining the future potential of an empowered youth ready to reshape the economic landscape.

House of Lemba is not just a business; it is a bold declaration that African craftsmanship can achieve global recognition.

BUSINESS REPORT