Entrepreneurship often begins in unexpected moments. For Koi Kadara, founder of the jewelry brand Asanti by Koi, the journey began during one of the most reflective periods in recent history the global COVID-19 lockdown.
Originally from Nairobi, Kenya, and now based in Los Angeles, Koi is not only a business owner but also a creative storyteller and actress featured on the YouTube series Elhadj Tv Entertainment. Yet, it was her personal journey of healing, spirituality, and self-discovery that ultimately inspired her to build a brand rooted in meaning and empowerment.
A Brand Born from Reflection and Healing
Like many people during the pandemic, Koi found herself forced to slow down and reflect on life. With the world paused, she began searching for inspiration and purpose.
Growing up, jewelry and fashion were a part of her life through her mother, who loved both deeply. After her mother’s passing in 2013, Koi began a spiritual journey of self-empowerment and personal growth.
During the quiet moments of lockdown, she felt the urge to create something meaningful.
That inspiration led to the birth of Asanti by Koi.
The first piece she designed was a bracelet engraved with the word “Breathe.” It served as a daily reminder to pause, stay present, and keep moving forward despite life’s challenges.
What started as a personal reminder soon evolved into a full jewelry collection focused on intentional, meaningful designs that promote emotional and spiritual well-being.
Jewelry Inspired by African Heritage
Koi’s designs reflect her deep connection to African heritage and spiritual symbolism. Several pieces in her collections draw inspiration from African culture and ancient traditions.
One prominent design features the African continent, symbolizing pride, identity, and connection to home.
She also incorporates elements inspired by Adinkra symbols, traditional West African symbols that represent powerful philosophical concepts.
Two symbols that resonate strongly with her include:
- Gye Nyame – representing the supremacy and presence of God.
- Sankofa – symbolizing the importance of returning to the past to retrieve wisdom and knowledge from ancestors.
Koi also includes symbols from ancient Egyptian culture, such as the Ankh, widely known as the symbol of life.
Through these elements, her jewelry becomes more than decorationit becomes storytelling through design.
Quality and Craftsmanship at the Core
For Koi, quality is non-negotiable.
Her pieces are made with 18-karat gold plating over stainless steel, ensuring durability and longevity. Unlike many low-quality fashion jewelry items, her products are designed to withstand everyday life.
They are:
- Nickel-free and lead-free, preventing skin irritation
- Hypoallergenic, suitable for sensitive skin
- Water-resistant, meaning they can be worn while swimming, exercising, or even in saltwater
Five years after launching the brand, many of her earliest customers still wear their original pieces — a testament to the quality she prioritizes.
Early Challenges and Lessons Learned
Starting a jewelry business wasn’t without challenges.
One of Koi’s biggest hurdles was finding reliable manufacturers who could deliver the quality she envisioned. The process required significant research, testing, and persistence to ensure the materials and craftsmanship matched her standards.
Another lesson she learned early on was the importance of patience and pacing.
As a creative entrepreneur, Koi initially wanted to launch many designs at once. However, she realized that trying to do everything at the same time can lead to mistakes.
Today, she emphasizes the importance of taking your time, focusing on one thing, and building steadily.
Building a Brand Through Community
In addition to selling online, Koi actively participates in pop-up markets and vendor events, sometimes interacting with crowds of up to 3,000 people in a single event.
These face-to-face interactions have played a huge role in growing her brand.
Meeting customers personally allows them to see the quality of the jewelry, hear the stories behind the pieces, and build trust with the brand. Many of those interactions later translate into followers and customers on social media.
Her brand’s Instagram page has grown to nearly 9,000 followers, many of whom first discovered her products through these live events.
The Power of Presentation
Koi strongly believes that presentation can make or break a brand.
Her website, asanti by koi, plays a key role in how customers experience the brand online. Every product includes detailed descriptions, clear measurements, and high-quality imagery to ensure buyers understand exactly what they are purchasing.
For her, a well-presented website communicates professionalism and builds customer confidence.
A Future That Includes the Next Generation
One of the most special aspects of the brand is its name.
Asanti is the name of Koi’s daughter and is inspired by the Swahili word for “thank you.”
As her daughter approaches her teenage years, Koi is already introducing her to the business. She hopes that in the coming years, Asanti will become actively involved in designing jewelry and representing the brand.
The long-term vision also includes expanding the business back to Kenya, reconnecting the brand to its African roots.
Advice for Aspiring Women Entrepreneurs
For women considering starting their own business, Koi’s advice is simple but powerful:
Just start.
She believes many aspiring entrepreneurs delay their dreams by waiting for everything to be perfect.
Instead, she encourages women to trust themselves, take the first step, remain prayerful, and allow the journey to unfold.
Turning Jewelry into a Message
Through Asanti by Koi, Koi Kadara has built more than a jewelry brand.
She has created a platform where culture, spirituality, personal healing, and entrepreneurship meet.
Every bracelet, necklace, or pendant carries a deeper message reminding the wearer to breathe, to remember their roots, and to embrace the wisdom of the past while stepping confidently into the future.
For Koi, jewelry is not just about beauty.
It is about meaning, identity, and empowerment.
