#doDifferent and Sparkle with a Greener Conscience
In a world where luxury often feels distant and mass-produced, there’s a quiet revolution happening in a small town in the Free State. It’s a story of "Shining Stars", handcrafted excellence, and a business model that puts people—truly—at the very heart of everything they do.
At aDifferent Life, we believe that the most beautiful things we own should carry a story of hope. This week, we are celebrating Naledi Jewellery, a proudly South African brand that is proving that "Looking Good" and "Doing Good" are two sides of the same exquisite coin.
The word Naledi means "Morning Star" in Sotho and Tswana. It’s a fitting name for a brand born in the rural town of Botshabelo, where opportunities were once as scarce as a diamond in the rough.
Naledi wasn’t just started to make jewelry; it was started to create a "shining new future" for its community. By establishing their factory as a Not-for-Profit Organisation (NPO), the founders ensured that the business serves one primary purpose: the empowerment of its people.
What makes Naledi truly "different" is their ownership structure. The factory is wholly staff-owned through a trust. This means that 100% of the factory’s profits are distributed directly among the craftswomen and men who meticulously create each piece.
Sustaining Families: In a country where unemployment is a harsh reality, a Naledi income often supports an entire extended household.
Skill & Mastery: The team consists of roughly 50 permanent artisans who have turned years of dedication into master-level craftsmanship.
Ownership: Every purchase doesn't just pay a wage; it builds wealth and equity for the South African creators behind the bench.
Naledi operates on the philosophy of Ubuntu—the belief that "I am because we are". This isn't just a marketing slogan; it’s a daily practice. When you wear a Naledi piece, you are wearing the collective effort of a community that looks out for one another.
Their "treasures" are created in limited production runs to reduce waste and ensure that every item receives the attention it deserves. From nickel-safe metals to hand-selected natural stones, the quality reflects the dignity of the people who made them.
Beyond social upliftment, Naledi is deeply committed to the planet. They understand that true beauty shouldn't leave a heavy footprint.
Reforestation: For every Naledi purchase made, a tree is planted through their partnership with Tree Nation. This helps offset carbon emissions while restoring biodiversity in deforested areas.
Thoughtful Packaging: Say goodbye to plastic waste. Every "treasure" arrives in 100% recyclable packaging, including acid-free tissue paper and reusable hessian pouches.
Ethical Sourcing: As members of the Responsible Jewelry Council (RJC), they ensure all materials—including their conflict-free diamonds—are sourced with transparency and integrity.
Ready to add a little more meaning to your jewellery collection? You can start by browsing their online store to find a handcrafted piece that speaks to you, knowing that every purchase directly benefits the artisans of Botshabelo. The next time you need a gift, choose a brand that plants a tree and empowers a community, then share the sparkle by following Naledi on social media to tell your friends about the "Botshabelo Star". In a world of fast fashion, simply sharing the story of slow, ethical craftsmanship makes a massive difference.
Let’s choose to wear our values. Let’s #doDifferent.
