By Nicolas Akasula
In a market long dominated by Western entrepreneurs, two young Ugandan women are redefining how African art is represented abroad, this time, by Africans themselves.
Mzuri Jewellery, a culturally rooted brand offering handcrafted pieces inspired by East African heritage, was established by cousins Elizabeth Kanyamunyu and Francine Gasasira. Based in Canada, the pair have turned a shared vision into a thriving social enterprise that champions African creativity and empowers women artisans. The idea for the brand came to life in the summer of 2023. Then a high school student, Kanyamunyu had a dream, one she knew she did not want to pursue alone.
“I was in Grade 12, and Francine was in her second year of university. From the start, this was about vision, faith, and sisterhood. It became something real because I had someone beside me who believed in it just as much,” Kanyamunyu says.
Together, they built Mzuri into a brand that celebrates culture, identity, and storytelling through jewellery, a blend of tradition and modern entrepreneurship.
Beginning
Starting out was both exciting and uncertain.
“We had a clear vision and deep motivation, but little knowledge about running a business. We designed our first cards on Canva, sourced pieces through trusted family contacts in East Africa, and used social media to promote our launch. Friends and family modelled for us. We poured our hearts into every step.”
Their first collection sold out, an early win that boosted their confidence.
Mission-driven brand
Mzuri operates on a community-centred, collaborative model. The cousins work directly with women artisans across East Africa, sourcing original handcrafted jewellery in bulk, rather than replicating designs.
“Every piece is curated with care, rooted in cultural authenticity, and paired with storytelling that honours the people and traditions behind it,” says Kanyamunyu.
Once sourced, the jewellery is shipped to Canada, where it is branded, packaged, and global distribution. Gasasira, who was born in Uganda and has lived across several African countries including Nigeria, Zimbabwe, and Eswatini, says her upbringing sparked a deep appreciation for African creativity. “I’m passionate about storytelling, entrepreneurship, and celebrating African beauty,” she says adding: “Through Mzuri, we aim to connect people to their roots through wearable art.”
Deeper purpose
While Mzuri is a business, it is also a bridge between cultures—grounded in respect and partnership.
“Growing up in Halifax, my late mother sold East African jewellery as a way of keeping our community connected to home. When I started dreaming of Mzuri, I wanted to honour her legacy and reimagine it in a new context. So I reached out to Francine, and within three months, we had a business plan and launched the brand,” Kanyamunyu says. Since then, the journey has involved balancing studies, work, and entrepreneurship, often under pressure. “There’ve been slow sales, time conflicts, and a steep learning curve—from inventory management to digital marketing. But we’ve stayed committed, learning through every challenge,” Gasasira says. By buying directly from women-led businesses in Africa, they are not only uplifting artisans but providing customers with ethical, meaningful jewellery.
Looking ahead
As the brand grows, so do their ambitions. This summer, Mzuri will appear at several Toronto markets and community events.
“We’re expanding our product line and strengthening our relationships with East African artisans,” says Gasasira.
She adds: “As young people in the diaspora, we often talk about ‘giving back’ to Africa. But real development starts with what we already have, our talents, stories, and networks. Mzuri is an example of what’s possible when we lead with purpose and keep our roots at the centre.”
Voices from the community
The brand’s impact goes beyond its founders. “My experience with Mzuri has been nothing but positive. The quality is outstanding, and you really feel like you’re adding something special to your collection,” says Joanne Ndagire, a loyal customer.
Steven Katanywa, a close friend of the founders, adds: “Mzuri blends traditional East African artistry with modern design. Each piece tells a story and embodies cultural pride. The founders themselves are bold, creative, and deeply rooted in their heritage.”
For long-time customer Koko Sanginga, the appeal is deeply personal. “Jewellery should be expressive—and Mzuri pieces are just that. I always get compliments when I wear them. I even had to hide them from my mum so she wouldn’t take them!”
Legacy in the making
What began as a tribute to family and culture has grown into a thriving brand, one that is not only redefining African artistry in the global marketplace but also inspiring a new generation to embrace their roots with pride.
As Mzuri continues to evolve, one thing remains clear: this is more than just jewellery. It is a movement grounded in heritage, fuelled by purpose, and led by two young women unafraid to dream boldly.
