Helen Viljoen, a South African sustainability focused luxury jewellery brand builder  — Lionesses of Africa

What inspired you to start your company?

With degrees in Genetics and Law, I have always had a strong sense of heritage, legacy and justice. Throughout my life I have also been involved in nature conservation and volunteer and donate at animal shelters. I have always had an appreciation for experiences that are rare. Being a believer in gold as an investment, I was frustrated that the modern jewellery industry had deviated so drastically from the ancient wisdom behind gold jewellery creation eroding it’s value as a result of huge mark-ups, leaving those pieces relatively de-valued. In addition to my gripe with modern jewellery, conservation has always had a stigma of opacity attached to it – does the money ever really reach those that need it most? Donations are a unilateral flow of money and difficult to sustain.

I have always had a deep love of the African bushveld, where many childhood memory was formed, and appreciated the rare creatures that inhabited it. I was always acutely aware of how fragile nature was and the rarity of certain endangered species were as a result of human intervention. So I built Nebü – a transparently priced, pure investment-grade gold jewellery brand inspired by and made in South Africa. In creating legacy pieces for my clients – that will not only hold their value but grow in capital appreciation – I created legacy pieces of true, lasting value. Value that not only enriches my valued customers but preserves our precious natural heritage. Coupling pure gold jewellery with a cause, I married all that I believed in – heritage, legacy, justice and rarity – with timeless design and pure opulence. My dream was to make Nebü an authentic, luxury brand that encapsulated the meaning of sustainable luxury and rarity on every level, connecting ancient gold wisdom with modern natural conservation.

Why should anyone use your service or product?

Our bespoke jewellery is crafted in bullion-grade, 24K gold and 10% of all our profits are donated to conservation initiatives that are transparent and effective in their respective fields. Our commitment to purity ensures the enduring investment value of each item, as pure gold never tarnishes or decays. We also price our items in a radically transparent way by selling by gram weight plus a once off design fee. This combination ensures that each Nebü creation is a mobile piece of investment, and a family heirloom of immortal value, preserving its value for centuries to come.

Nebü encompasses sustainability and a legacy of preservation of wealth as well as nature. All our jewellery is environmentally friendly and made from pure, recycled gold. Each of our collections are dedicated to nature preservation – through endangered species or environmental conservation.