Taiwo Durotoye is the Founder and Creative Director of Donna Tyler Ltd., a jewellery brand aiming to redefine Africa’s jewellery industry, through distinctive designs, timeless and bold jewellery that celebrates the uniqueness and sophistication of African women. Their signature line offers bespoke jewellery to accentuate individuality.
Taiwo also launched one of Nigeria’s first fashion jewellery websites, introducing the brand’s diffusion line, Jewellery by DT, to offer more affordable pieces. Prior to this, she gained experience in sales and marketing at Franklin Mint in England, promoting art, design, and culture.
With her extensive travel and exposure to different cultures, Taiwo has developed a keen taste and knowledge of arts, creativity, and design. She holds an MA in Business Management from the University of East London and is an alumnus of the Lagos Business School OMP program, with a BSc degree in Sociology and Anthropology from Obafemi Awolowo University.
Taiwo Durotoye, who is also a GAIA AFRICA Member sat with the team to talk about her love for jewellery, Donna Tyler and her future plans.
GA: How did your love affair with Jewellery begin?
TD: It began during my life as an expatriate. During that time, I moved around a lot and at some point, I lived in Bangkok, where I was exposed to a large collection of beautiful stones and variety of cuts. This I guess, inspired the artist in me.
GA: What inspired you to start Donna Tyler?
TD: I initially started by creating pieces for myself. Very quickly, it drew the attention of friends and other people who were fascinated by the uniqueness of these pieces. I then started to make pieces for these friends, and from there, the demand grew. Simply put, I sold myself to the forces of demand and supply. I was fortunate, as exposure to multiple cultures hadhelped to inform my designs.
Over time my interests have changed. Whilst travelling, several things caught my attention, some subtly and some in a gripping manner. My inter. Now, I’m more interested in fashion and attending exhibitions to keep up with the industry. I’m inspired by and pay attention to different things; everything is going through a revolution, We have to ensure we are not left behind.
GA: Do you have a signature style?
TD: I would say my style is ‘classic’. This influences the style of pieces that we shop and the ones we design. We know that classic and timeless pieces get our clients the best out of their investments. They can wear these pieces for a very long time.
GA: Are your pieces made locally or internationally?
TD: Both! We have design work that we produce locally. As technology is limited in Nigeria, we can only handle very basic and simple designs. For more complex designs, or designs requiring more technical processes we send those out of Nigeria. We work across four different countries and with several manufacturers.
We also work with assigned artists who can who help process our images, our once we have the schematics, we begin the process of manufacturing our exquisite pieces.
GA: Tell us about the quality of your gemstones and how you source them?
TD: I always find the topic- ‘quality of gemstones. Firstly, we try to use very good quality stones and with each gemstone, whether pearls or precious stones, they all have grades which are reflected in their costs. We work with our clients to ensure that they get the design they want made with precious stones they can afford, never compromising on quality.
To source for gemstones, we work with recommendations from our manufacturers and leverage of their industry expertise of deep and market relationships. We also work with them on other specifications such as colour, shape and size.
GA: What are your views on synthetic diamonds. Do you use them in your business?
TD: Synthetic diamonds have created a lot of controversy, but in reality, this is just another option of gemstone for clients to choose from. We happily work with synthetic diamonds and use them in specific pieces by request.
Diamonds have been in existence for a long time and are still very aspirational. This has affected and determined the market. Synthetic diamonds I believe demystifies the diamond, and perhaps imposes the value placed on naturally made diamonds unnecessary?
GA: What is the most extravagant or extraordinary custom design request you have received?
TD: ‘The most extravagant’. I don’t know if there is one that stands out, as we have a few in that category. We had one piece that required 3000 stones to be set. It was extravagant and extraordinary because of the detail of the design and the time it took to make.
GA: What is the biggest Lesson you have learnt in your career?
TD: Patience and tenacity. The fashion industry is always changing and the reaction to each wave of change differs. Some are well-received and translate into good business, while some do not. So, one must patiently wait through the process, look for ideas to work with and keep reinventing. The biggest lessons I have learnt are patience and to continue to seek knowledge and help. Never assume that you know everything.
GA: You spoke recently at GAIA house about your brand. How do you hope to pass on your legacy?
TD: Two things spring to mind when I think of the Donna Tyler legacy. One is a museum, housing unique and intricately designed highly artistic pieces. The second is education. I have been very fortunate to travel around the world and learn from all the different cultures I have seen. I hope to see Donna Tyler set up some aspect of manufacturing here that will also serve as a training school.
GA: As a proud GAIA member, tell us how being a member of its community has impacted you and your business.
TD: I often speak about the impact GAIA has made on me and my business, but one thing I would like to emphasise today are the learning resources available to members. For example, the digital workshops, which are led by subject matter experts, are akin to masterclasses held by top business schools. Through GAIA, I have had the opportunity, to learn about boardroom tactics, taxes, building businesses and gender equity. And, because you are learning and discussing with highly intellectual minds and your peers, who are also women in leadership, the impact is greater. GAIA is also a great place to take advantage of and leverage off opportunities.
