Afrykanna: Preserving African Heritage Through Handcrafted Jewelry

This story is part of the Immigrant Entrepreneur Canada Retail Incubator Program, presented by RBC and supported by Meridian.

The program provides hands-on retail experience and business training to help immigrant entrepreneurs launch and grow their ventures in the heart of Ottawa.

As you explore the ByWard Market Vendor Village, you will discover more than beautiful jewelry. Behind each piece at Afrykanna is a story of heritage, craftsmanship, and a deep connection to African culture.

Founded in Cameroon and now brought to Canada, Afrykanna was created from a lifelong appreciation for entrepreneurship, tradition, and the artisans who preserve cultural craftsmanship through their work.

For founder Estelle Ndjawa, entrepreneurship has always been part of her story.

“My grandfather was an entrepreneur, and I grew up seeing him running his business. My mom was also trying to run her small business beside her job,” she shares.

From an early age, Estelle knew that entrepreneurship would become part of her future. However, her passion for Afrykanna came from something even deeper: her connection to African culture and craftsmanship.

Born and raised in Cameroon, Estelle later studied in Senegal and travelled across West Africa, where she experienced the beauty of traditional arts and handmade creations.

“I have always tried to carry that with me,” she explains.

In 2022, Estelle decided to fully embrace her passion. She travelled to East Africa to meet artisans, discover their work, and build relationships with craftsmen. These connections became the foundation of Afrykanna.

When she moved to Canada in September 2025, she brought her business and her mission with her.

For Estelle, Afrykanna is not only about selling jewelry. It is about celebrating the people, skills, and stories behind each handcrafted piece.

One of the challenges she has faced is helping customers understand the difference between handmade heritage jewelry and mass-produced products inspired by African designs.

“Our work is fully handcrafted, and it is important to us because we are not just selling a product. We are also promoting the craftsmanship that we have inherited.”

Every piece reflects time, patience, and the dedication of skilled artisans. While this handcrafted approach creates unique and meaningful jewelry, it can also bring challenges when working with artisans and scaling a business.

Despite these obstacles, Estelle believes the value of preserving traditional craftsmanship makes it worthwhile.

“It is worth it,” she says.

One of Afrykanna’s proudest moments came in January 2023, when the brand participated in a fashion show in Cameroon. Seeing professional models wear Afrykanna’s designs was a powerful milestone.

“It was so powerful to see professionals work with our designs,” Estelle shares.

The moment was even more meaningful because her mother was there to witness the achievement.

“It was like showing my mom that I quit professional work to follow my passion, and this is the fruit.”

After arriving in Canada, Estelle found valuable support through the Immigrant Entrepreneur Canada Retail Incubator Program. As a newcomer learning about the Canadian business environment, the program helped her build confidence and gain important knowledge.

“I believe IEC gave me at least 90% of what I needed to get started.”

Through the program, Estelle was able to continue developing Afrykanna while gaining experience and connecting with a wider audience.

Looking ahead, her vision is to continue growing Afrykanna and sharing African heritage with more people around the world.

For other immigrant entrepreneurs, Estelle’s advice is to build a business around something meaningful.

“Entrepreneurship is tough. It has good days, but also very low days. If you are only motivated by financial gain, you might give up.”

She encourages entrepreneurs to stay connected to their stories, remain authentic, and not be afraid to share their culture with others.

“Do not sell yourself out and be true to yourself. Do not be afraid of telling your story.”

She also highlights the importance of finding the right people and partners who believe in your vision.

“When you have people who really stand by you and understand your vision, it is a game changer.”

At Afrykanna, every handcrafted piece represents more than jewelry. It represents history, creativity, and the voices of artisans who continue to keep cultural traditions alive.

Visit Afrykanna at the ByWard Market Vendor Village to discover unique handcrafted jewelry and experience the stories woven into every creation.

Explore Afrykanna or stay updated on their latest projects. Visit their website or follow them on Instagram @afrykanna_237 to follow their journey as they continue bringing African heritage, craftsmanship, and culture to communities across Canada and beyond.

This story is part of the Immigrant Entrepreneur Canada Retail Incubator Program, presented by RBC and supported by Meridian.