Belinda Phofu is a 21 year old creative entrepreneur and alternative jewelry designer. Belinda’s brand SIIC,which stands for Style Is InCalculable, is an alternative jewelry brand that was created in 2012.
She began making jewelry in 2012, which was the year she had to take a gap year because her mom couldn’t afford to send me to varsity.Belinda wanted to study wardrobe and costume design at AFDA.
Having too much time on your hands and nothing to do can drive anyone crazy so for Belinda making jewelry at the time was something she was doing just to keep me busy.It was only when she noticed that there was a demand for her products that she decided to establish a brand. SIIC was born mainly because that is what people would say when they saw her jewelry.
I really loved the ring that the word had to it and so I decided to use it as my brands name. I just wanted it to have meaning,which is where Style Is InCalculable came from.
Belinda’s approach when making my jewelry is basically taking mundane every day objects and tuning them into creative jewelry pieces. SIIC is different is that it’s an alternative jewelry brand that believes that Art is a culture and SIIC is about preserving and growing that culture, as well as using that culture to tell stories. Art Is Currency was Belinda first big project, she collaborated with 10 visual artists and they created illustrations that interpreted Belinda’s jewelry pieces. The aim was to show SIIC from a different eye, the eye of the visual artist.
It was a huge success, I’m reallly happy with how everything turned out and I’m really greatful to the visual artists, blacknation family and Mpho Makua from StylaGang for all the help.I couldn’t have done it without them.
To Belinda African Reign means inspiring creatives to keep following their dreams and helping them achieve their dream. In comparison to Art Is Currency, Africa Reign is also about preserving culture as well. Creatives can help push Africa forward by collaborating on projects.
Check out Belinda’s Work on http://styleisincalculable.tumblr.com
AFRICA REIGN BRANDING BY https://www.facebook.com/BranditPro