Chelsy Davy launches a brand focused on ethics and education

AYA Zambia 2015 Campaign Hi Res JPEG_014

Chelsy Davy has launched AYA, a fine jewellery brand fused with ethically sourced gemstones from across the African continent.

The debut collection Zambezi features pendants, bangles, bracelets, earrings and rings crafted in 18ct yellow gold and adorned with vibrant gemstones.

Manufactured in Cape Town, the jewels incorporate a selection of top quality African gemstones, such as Zambian emeralds and Mozambican rubies ethically mined by Gemfields.

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Working with Gemfields, the brand places responsible sourcing at the forefront. In addition, the brand is committed to financing the upliftment of schools and aims to improve the availability of education in Africa.

Davy says: “My passion for my homeland, and all it has to offer, inspired me to create AYA – a jewellery collection that not only shares precious pieces of Africa with those around the world, but is intent on helping to spread education in Africa too.

“We are dedicated to financing the upliftment of schools in the areas surrounding the gemstones mines. As our former president and one of my inspirations, Nelson Mandela, once said, ‘Education is the most powerful weapon which you can use to change the world.’ I believe that. And I believe we should continue his legacy.”

Her passion for Africa inspired the brand’s creation, and through AYA, Davy plans to continue Nelson Mandela’s legacy by changing the world through education, using the company to build classrooms, provide desks, and supply books to equip the next generation.

The Zambezi range is named after the river running through six African countries, and each piece is named after a symbol from Davy’s homeland – Zimbabwe. The designs have been strongly inspired by elephants. “I designed most of the Zambezi collection while at our River House on the Zambezi – which is constantly surrounded by elephants, so this probably explains why the tusk features quite so much in the designs,” she says.

Davy presented the brand at the recent Couture show in Las Vegas in the Muse showroom. The show was successful and Davy secured a number of stockists.

Following exhibiting at Couture, Davy was invited to Hong Kong to discuss the ethical foundations of AYA. “It was great – a completely different world to Vegas. I really appreciated the opportunity I was given to take part in a talk with Gemfields and Plukka at the Up Close event, which focused on the development of the AYA brand and ethically and sustainably sourced gemstones in Africa,” Davy explains.

AYA is currently stocked in Plukka, Burlington Arcade; Baar and Bass, Chelsea; and online.

RRPs start from £390.

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