Introducing Yenaé

Yenaé is one of the 10 bespoke, sustainable African brands we are representing at the upcoming China-Africa Economic and Trade Expo in Changsha during September 2021. Stay tuned for more information about the other unique African brands from a variety of industries which we will be showcasing

Introducing Yenaé

Yenaé is one of the 10 bespoke, sustainable African brands we are representing at the upcoming China-Africa Economic and Trade Expo in Changsha during September 2021. Stay tuned for more information about the other unique African brands from a variety of industries which we will be showcasing

From necklaces to bracelets and everything in between – Yenaé offers a wide range of unique, bespoke jewellery pieces. All the pieces are sourced locally, using sustainable and ethical practices. Each piece is made from recycled brass or silver and plated with exquisite 14-carat gold or rhodium. The brand has been featured in many high-profile magazines – including VOGUE, Vanity Fair, Bella and many more!

 

The brand is led by two female Ethiopian- Americans and jewellery lovers- Felekech Biratu and Seble Alemayehu, who started as high school friends in Addis Ababa, Ethiopia. The driving force to starting Yenaé is based on the co-founders’ personal experiences, living in different parts of the US, that showed them the lack of awareness that existed about Africa. They knew there was an opportunity to contribute to changing this perception and the narrative.

 

But how can the Chinese market support Yenaé’s success? Well, China’s jewellery market is the largest in the world – accounting for over 30% of the global demand! Furthermore, younger generations are becoming more globalised and are seeking diversity in their fashion choices that reflect their individuality – Yenaé offers a unique, modern style to meet this demand. Overall, entering the Chinese market means that Yenaé can reach a wider range of customers whilst enhancing its positive socio-economic impact.

 

Jinyu Chen

Research Analyst | Paris, France

Jinyu is a dual-degree Master’s student at Sciences Po & Peking University.  At Africa Reimagined, Jinyu produces research to foster better mutual understanding between African clients and Chinese consumers. 

 

Jade Scarfe

Research Analyst | Oxford, UK
Jade supports Africa Reimagined’s market research and brand communications to support brands during the early stages of their entry and enhance understanding of the opportunities of Chinese market.

Yike Fu

Africa Finance and Data Consultant | Hangzhou, PRC
 
Yike Fu is a skilled analyst with two years of qualitative and quantitative research experience in international development. Yike specializes in African Development and China – Africa relations with proven ability to provide diverse support to international organizations, non-profit, and non-governmental actors.

Rosie Wigmore

Project Manager | Beijing, PRC

Rosie is the Project Manager of the Africa Reimagined program. Rosie seeks new opportunities to ensure African businesses thrive in the Chinese market through market and trade research, partnership building and her diverse networks across China and Africa. Rosie operates all of Africa Reimagined’s services and supports Africa Reimagined’s clients with their entry and expansion in the Chinese market. She has over three years of experience working in the Africa-China relations space both in China and in Sierra Leone. She has in-depth knowledge of both the Chinese market and African markets, as well as the Africa-China trade relationship, which she uses to facilitate African value-added exports to China.

 

Leah Lynch

Deputy Director | Beijing, PRC
Leah is the Deputy Director of Africa Reimagined and Development Reimagined. She is also the co-chair of the sustainability forum for the British Chamber of Commerce, working with both British and Chinese businesses. She has in-depth knowledge of the landscape that brands face when entering the Chinese market. 


Leah has vast experience working with African businesses and managed the Beijing leg of our pilot market entry programme.  Previously, Leah worked at UNDP China on  South-South cooperation, and the Belt and Road Initiative. She also lived and worked in Kenya developing sustainable water policies for the government.

Hannah Ryder

Founder and CEO | Beijing, PRC

Africa Reimagined is led by our founder and CEO Hannah Muthoni Ryder, a former diplomat and economist by training. She is the CEO of Development Reimagined.

Her goal for Africa Reimagined as Development Reimagined’s first flagship project is to empower African brands through entering the growing Chinese market. In doing so, value-added products can be created and manufactured in the African continent. This will contribute towards breaking the poverty cycle through providing jobs, reliable incomes, and overall, fostering sustainable development