In the world of fashion, accessories are more than just adornments — they are an extension of identity, culture, and self-expression. This philosophy is at the heart of Inkaturah, a South African jewellery brand founded by Phathi Katurah Hlongwane. With an architectural background and a passion for African artistry, Hlongwane has crafted a brand that seamlessly blends contemporary aesthetics with traditional craftsmanship, offering unique, handcrafted jewellery that speaks to the bold and unapologetic spirit of the modern African woman.

The Essence of Inkaturah

At its core, Inkaturah is a celebration of self-expression. The brand’s name is derived from Hlongwane’s middle name, Katurah, which means "perfume" — a metaphor for essence and individuality. This concept of identity and uniqueness is deeply embedded in each piece, transforming jewellery into a personal statement rather than just an accessory.

Hlongwane’s journey into fashion was unconventional. Originally from Zimbabwe, she moved to South Africa to study architecture at the University of Cape Town, later completing a postgraduate degree at Wits University. However, her passion for fashion led her to pivot from architecture to jewellery design. She briefly worked as a project manager for a fashion brand, gaining valuable insights into the retail and fashion industries. What began as a way to fund her garment designs through handcrafted jewellery soon turned into a full-time endeavour when she fell in love with the intricate artistry of jewellery-making.

Shop INKATURAH Cleopatra Crescent Earring

A Blend of Architecture and Jewellery

Inkaturah’s design ethos is heavily influenced by architecture, making it a standout in the world of African jewellery. Hlongwane describes her pieces as "unique, miniature expressions with a contemporary African aesthetic." The structural, geometric qualities of Inkaturah’s pieces reflect her architectural background, creating bold yet elegant statement pieces that appeal to those who appreciate the harmony of form and function.

The brand’s signature lies in its innovative use of materials. Brass, fabric, and glass beads are intricately woven to produce visually striking designs, deeply rooted in African heritage. By experimenting with shapes and textures, Hlongwane ensures that each piece tells a story of cultural pride and contemporary sophistication.

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Recognition & Cultural Influence

Inkaturah’s impact extends beyond aesthetics — it is a symbol of African identity and craftsmanship. The brand has gained local and international recognition, with celebrities such as Lira, Ayanda Borotho, Didie Makobane, and Buhle Samuels sporting its designs. This organic support from influential figures highlights the brand’s authenticity and appeal to those who value bold, meaningful fashion.

Beyond its celebrity clientele, Inkaturah has been featured in fashion magazines and online platforms, further cementing its reputation as a leader in African artisanal jewellery. The brand is also stocked at The Space, Hse of Bespoke, Ledikana, and Made-in-ZA, with a strong presence at pop-up markets such as Neighbourgoods Market in Braamfontein and Market on Main in Maboneng. These platforms have allowed Inkaturah to reach a diverse audience that appreciates sustainable and handcrafted fashion.

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Sustainability & Ethical Craftsmanship 

Sustainability is not just a value at Inkaturah — it is woven into every design. The brand champions slow fashion by prioritising eco-conscious production methods and locally sourced materials. More than just reducing environmental impact, Inkaturah keeps African craftsmanship alive by working with skilled artisans who employ age-old techniques, ensuring that each piece is not only sustainable but also a true work of art. This commitment to heritage-driven, ethical craftsmanship sets Inkaturah apart in the world of sustainable fashion.

Each creation is a testament to the beauty of slow fashion, where quality and cultural significance take precedence over mass production.

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The Inkaturah Woman

Hlongwane envisions the Inkaturah woman as a reflection of boldness, confidence, and an unapologetic embrace of her unique style. She has a keen eye for artistry and seeks to stand out with pieces that tell a story. Whether paired with workwear, casual outfits, or evening ensembles, Inkaturah’s jewellery seamlessly blends into any wardrobe, making it the perfect choice for those who embrace individuality and sophistication.

Hlongwane’s advice to fashion lovers? Dress according to your taste and personality because the brand is about self-expression. This philosophy resonates deeply with Inkaturah’s clientele, who see fashion as an extension of their identity rather than a mere trend.

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Looking Ahead: The Future of Inkaturah

With an already impressive portfolio, Hlongwane’s vision for Inkaturah is far from complete. She aims to take the brand global, expanding its reach beyond Africa and into international markets. Additionally, she hopes to venture into other areas of design, further exploring the intersection of architecture, fashion, and craftsmanship.

As Inkaturah continues to evolve, one thing remains constant: its commitment to celebrating African heritage through innovative, handcrafted jewellery. Whether you are looking for a statement piece that embodies strength and elegance or a unique addition to your collection, Inkaturah offers more than jewellery — it offers a legacy.

Shop Inkaturah on ADJOAA Today!

Discover the full Inkaturah Collection on ADJOAA, where you’ll find an exquisite range of handcrafted necklaces, earrings, and bracelets. Explore the artistry of African jewellery and embrace a style that is both timeless and deeply rooted in heritage.

About The Author: Crystal Tan is a marketing and communication intern at ADJOAA, pursuing a bachelor’s in Global Management at Thunderbird School of Global Management, ASU