Tokyo James showcases polished gemstones in latest jewelry lineup

In the vibrant city of Tokyo, celebrated British-Nigerian fashion designer Tokyo James has unveiled a new jewellery collection that challenges traditional notions of value and heirloom pieces. Named 'Ewá', which means 'beautiful' in Yoruba, the collection is a testament to the designer's commitment to finding something new and pushing boundaries in the jewellery industry.

The 'Ewá' collection is a celebration of pulchritude in all its guises, as it showcases the innate lustre found in anthracites and the tactility of magnesite and gypsum orbs. These natural stones, all sourced from Nigeria, are combined with Swarovski crystals to create a unique and captivating aesthetic.

James' work often focuses on the plurality of identities and the importance of Africa as a design inspiration point. With 'Ewá', the brand seeks to be a disruptor, initiating wider cultural discussions through design. The collection aims to reflect the wearer's identity, capturing both the playful and quirky, yet serious and mature aspects of their persona.

The 'Ewá' collection is available in a pre-order format to maintain a sustainable model and manageable workload. The brand collaborates with a sixty-year-old Nigerian woman to create pieces that reflect heritage. The campaign for the collection features a ram as the model, symbolizing beauty, symmetry, and sacredness.

Tokyo James' brand is not just about fashion; it's about storytelling. The brand's website provides a daily digest of inspiration, escapism, and design stories from around the world. 'Ewá' is also an Orisha, a part of the traditional Yoruba pantheon of deities, representing purity, passion, and a diviner of the future. This connection to the rich cultural heritage of Nigeria is woven into every piece of the 'Ewá' collection.

In a world where fast fashion is prevalent, Tokyo James stands out as a beacon of sustainability and cultural appreciation. The 'Ewá' collection is a testament to the brand's commitment to documenting beauty in all its guises via a dual Nigerian British lens.