Soko
Kenya
Soko is a jewellery brand co-founded by Ella Peinovich, Catherine Mahugu and Gwendolyn Floyd that produces handcrafted pieces with artisans in Nairobi, Kenya. It runs a mobile based virtual factory that connects a network of about 2,500 artisans to global retail.
| Co-founders | Ella Peinovich, Catherine Mahugu, Gwendolyn Floyd |
|---|---|
| Base | Nairobi, Kenya |
| Artisan network | About 2,500 |
| Materials | Brass, horn, bone, wire |
| Retail partners | Nordstrom, Reformation, Free People |
| Website | shopsoko.com |
What is Soko?
Soko is a jewellery and accessories brand made in Kenya. It was co-founded by Ella Peinovich, Catherine Mahugu and Gwendolyn Floyd, and was part of the first cohort of the MIT delta v accelerator in 2012. Pieces are handcrafted by local artisans using materials such as cast brass, horn, bone and wire.
Business model
Soko is known for its virtual factory, a mobile based supply chain:
- Production responds to demand, so artisans make only items that have already been ordered
- Pieces are built from components made by different workshops and assembled at Soko's central workshop in Nairobi
- A machine learning system matches orders to artisans based on reputation and performance
- Artisans work in their own workshops and receive 25 to 35 percent of final sales revenue
The network counts around 2,500 artisans.
Distribution
Soko sells directly through its website, but most of its sales come through retail partners, including Nordstrom, Reformation and Free People.
Why it matters
Soko is often cited as a model for ethical jewellery sourcing, using mobile technology to give informal artisans access to international fashion retail.
Frequently asked questions
Who founded Soko?
Soko was co-founded by Ella Peinovich, Catherine Mahugu and Gwendolyn Floyd.
Where is Soko jewellery made?
Soko jewellery is handcrafted by artisans in Kenya, with final assembly at its central workshop in Nairobi.