Sometimes all you need is a little push and sometimes that push has to come from yourself. Elequen General learned that lesson in 2020 when an identity crisis and a passion for creativity came to a head. General is the Co-Owner, Founder, Creative Director, Design Lead and Purchasing Manager for NUJUAL, a black-owned jewelry business in Toronto, “focusing on using art to create pieces that empower the African and Caribbean diaspora.”
The pieces are absolutely stunning, and the story of how NUJUAL came to be is a true testament to what can happen when you don’t give up on yourself.
A love letter to Blackness
Officially launched on November 21st, 2021, NUJUAL is owned and operated by General and her co-owner, Jazmine Jeffrey.
According to their website, “each design goes through many stages before becoming jewelry. From sketches, to clay models and digital renders, we pride ourselves in upholding the artistic quality and detail seen in the original vision.”
And while the duo have spent the last three and a half years building something great, NUJUAL had humble beginnings.
“NUJUAL came out of a messy identity crisis,” General shares with me.
“In 2018, at 24, I reunited with my Jamaican father for the first time since before I could remember. That reunion opened something in me and I realized I didn’t really know my roots. This pulled me deep into Black history, far beyond the watered down version from school. And not just out of curiosity, but as someone trying to piece together my own identity.”
While uncovering more about her history and roots, General says sketching was her main source of processing everything she was learning.
“As my new sense of belonging grew stronger, I wanted jewelry that reflected this. But nothing resonated with me. So I thought, ‘I’ll make my own.’ I turned my sketches into jewelry, pieces that honoured our culture beyond trends. A love letter to Blackness,” she continues.
And so, NUJUAL was born. But if you think that creating jewelry designs just came naturally to General, you’d be wrong.
“I had no idea what I was doing. With no formal jewelry background, I had to learn the entire industry from scratch. But it was 2020—nothing but time, haha. Every terrible sample pushed me to work even harder because I knew the deeper purpose.”
More than just jewelry
Today, NUJUAL is thriving more than ever, and when it comes to what they offer, it expands beyond wearing the pieces.
“People can expect unique jewelry designs and timeless classics. Necklaces, bracelets, rings and soon, earrings,” General explains. “But beyond the jewelry, expect to feel seen. From the moment they find NUJUAL to the moment they put their new jewel on, they’ll know this is different.”
NUJUAL also recently hit the milestone of 10 thousand followers on Instagram, but it’s more than just a number.
“It’s about what it represents for us: growth, connection, and impact. More than anything, it reaffirms that we’re creating something that resonates with our community,” General expresses.
You can see and purchase any of NUJUAL’s current collections on their website.
When I asked General what she would like Toronto to know about her business, her answer definitely stuck with me.
“If you’re looking for something pretty, you can go anywhere. But if you’re looking to wear your story, welcome home. NUJUAL started as my own journey of self-discovery, and now, it’s a way for others to connect with theirs.”
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