Damson Idris has launched his first jewelry house called, DIDRIS. The line is inspired by Idris’ mother Silifat Idris, who he often affectionately mentions in his interviews. He is also the face of the brand adorning the jewelry in all of the promo photos. DIDRIS seems to have a unisex appeal and photographs blackness in a way that will likely, not be seen on the websites of his competitors.
The brand is uniquely rooted in African craftsmanship. The line is ethically sources from African nations including Botswana, Namibia and South Africa. Idris wanted his brand to stay true to the craftsmanship techniques of Africa. This is unique to him as fine jewelry companies have traditionally excavated the stones from Africa, while creating European style heirloom pieces. Each piece is handcrafted upon order and takes about six weeks to be completed and delivered.
While he is new to the jewelry industry, this is an inspiration for black jewelry creators. Idris has become a changemaker in the jewelry industry that is traditionally saturated with people who are grandfathered into the space, making it virtually impossible for new people to try to have careers in jewelry.
This is exciting for Damson, for black jewelry creators and all of the Africans who have remained faceless and their overlooked work in the jewelry industry. “‘I hope this inspires more black founders to explore spaces that people like us don’t usually exist in. This is only the beginning,’ Idris states.
