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“OUR JEWERELY LINE IS ONLY FOR THOSE WHO CAN AFFORD IT” – EFREDA EDEWOR

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Stunning looking Elfreda Edewor, runs a PR outfit, ORCHARD. She is known for her high network clients and has also handled a lot of high profile job. She decided to join force with Louise Priddy to launch the Kristos brand. In this interview with City People Fashion Editor, BOLA AKINBOADE, she opens up on her own business story

You run a PR outfit, so why did you decide to join hands with your friend, Louise Priddy to float your accessory line?
I have always love jewelry; I have always loved how jewelry makes a simple dress, more beautiful. And that was why we decided to do it. And we took it to another level by doing something that is very unique and will stand out, any day, any time. Kristos is made of precious stones, black onyx, pearl, clear quartz gem stone, white cut, clear cut, all precious stone, with 18 carat gold diamond. So it is one piece that will attract attention wherever you go. And our plan is to take Kristos world wide, that is what we are looking at. That is our dreams. And making more designs and seeing more celebrities abroad wearing Kristos.

So how do you juggle between your businesses since it’s a total different field from what you were doing before?
Its very tough, but I m a strong woman, I tried to shuffle in between. But the jewelry line, I m not going to lie, it has taken much of my time, especially because of the popular demand. I wont say its tough, but its very interesting, I enjoy what I m doing.

When you say it’s very tough, it’s not like you make the pieces yourself
Well, we design them which is much work. They are all handmade. The facility we will like to use, especially because of the diamond we put in them, we can’t do it here now. But in the future, we hope to bring the factory down here, but for now, we do all of them abroad.

So when you talk about your designing, were do you get your inspiration from. How did you get to come up with those designs?
Louise and I comes up with those designs, and like the saying goes, two heads are better than one. We both meet together and sit for long hours brainstorming; sometimes it might even take a week or more. Especially our latest collection, it’s a ring and bracelet strap together; it took us over a week to come up with that and design it. And sometimes, even after designing and the company send the samples to us, we might not like it. We will send it back to them, oh no, just do this again. Basically that is it, so it’s not very easy.

Going all the way to manufacture the jewelry abroad that means, it’s really expensive.
Yeah, that is why it is a luxury brand, it’s not just a regular, they are all collector items. If you have one Kristos, I will say, keep it because your kids can use it, your grand children can use it. They are all unique pieces, that is the word.

So at the point when you decided to float the accessory line, you already had it in mind that this is for the high end customers and what is the price range like?
Yes, or I would rather say, it’s for everyone who can afford it. The price range varies so far and we are going to come down a little. But for now, the price range is from $1,000 dollars – $10,000 dollars. We like to just do it in dollars especially because we make them from abroad, but that does not mean we don’t sell in naira, you just convert it. But for us, its best to just keep it in that dollar range.

So where do you sell the jewerely
For now most people order, either directly or through our online website. But we are planning to open or shop in January, probably in Mega Plaza. But for now, we just work from our various offices.

You are a pretty young woman, but you didn’t rely on that, but you are out there making things happen for yourself. Does it have to do with your background?
I was also brought up to be a hardworking person. I m a strong business minded woman, had always wanted to work, I hate been idle. I’m an entrepreneur, I didn’t study how to do jewelry, I didn’t go to school for it. I studied information science. Though I started with selling Luxury watches, and over the time my clientele base grew and I was so impressed with how far had gone with that. But apart from selling watches, I have wanted to do different business, something that will bring more money that was why the accessory thing also came into the picture. I never really like to just to rely on my family money, or to rely on my parent. I love been different.

What is growing up like for you
Growing up was fun, I was the first child for 10 years and my sister came along, we are just 2 children, raised by a single mum. But I spend the holidays with my dad. My mum I will say, is my inspiration, I always say that. My mum has always done business, so have always admired that in her, not just sitting at home, from morning to night. She goes out to do different things. She is a nurse based in London, but she has other business she is doing apart from been a nurse.

Talking about your PR outfit, how far did you go with that? Did you really handled high profile job
Yes, we have done a lot of jobs. I did A.Y live, I also work with Primetime Entertainment for the Tuface Idibia concert. We have done charity shows; we have done quite a number of events. I mean we get sponsors from other company for this event, and try to create awareness basically.

So how do you source for your client?
I have a number of clientele I work with, and I tell them which is really related to their company, or what they can do to help the event.

You have a stunning look and you are always out there, so how do you handle men advances.
I’m in a relationship; I meet a lot of men through my job. There are a lot of guys I sell watches to. A lot of guys I sell the jewelries to, but I always like to keep it business and very professional. I have a lot of friends that are guys, and my man understand that

What special qualities does he have that will make you to stick to him and him alone?
He understands me and he has a good heart.

So when is the wedding bell ringing
(Laughs) Soon. I don’t know. I m hoping soon but there is no ring on my hand yet

So what’s your beauty secret, you have a flawless skin?
I always wash my face every morning and night. I try to keep it simple; I didn’t put a lot of make up, no foundation. It’s just mineralized powder. I drink a lot of water, and I work out.

You are also very stylish, so how will you describe your style
I don’t go with the trend; I always like to keep it simple because it always works for me. Because trend all comes and go. I love my shoes and my dresses.

You travel a lot, what takes you out
It’s because of my business, the watches. I sell watches from watch of the Switzerland; they are all, luxury brand, AP, Rolex. So I travel abroad to buy them and I sell on order; my clientele are very private.

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