I’ve known Faith Baloyi since our days as students at WITS University in Johannesburg. She’s was one of those people who could start writing a major essay at 2h00 in the morning to hand it in at 8h00 the same morning and still get an A, WITH good comments on top of that. Sheesh that was frustrating! She was always the life of the party and super opinionated. Quite the personality!
She has a Master of Arts degree from Wits University and was on her way ‘up’ in the television industry, working on various high profile productions and making her mark as a person to be watched for a successful career in television. I was therefore surprised to see that she had left the industry and decided to pursue a career in jewellery design.
Faith said her father had taught her that creativity was in everything. He taught her that to be successful, she should live her creativity through her own dream and not someone else’s. This desire to succeed on her own terms in a way that suits her dreams and aspirations was the main reason for starting Negritude.
She finds her inspiration in the La Negritude movement of the 1930’s, positioning herself and her brand as that of a young woman who has a voice in the story of Africa…its past and its future. The inscriptions on the beads are layered with narration of African folklore and symbolism.
The collection consists of antique plated brass neckpieces, cuffs, earrings, bracelets, and anklets with beads from North, West, East and South Africa. The jewellery has an aesthetic and a sense of identity that is deeply rooted in Africa, communicating how story and image are captured and relayed to the reader.
If you want to own a piece of Africa for yourself and for future generations, get to the Negritude shop every Sunday at Arts on Main in the Maboneng precinct. Or give us a shout and we will put you in contact with Faith.