Community meets Culture

Next generation luxury fashion experience

jehn·dei·yuh / jehn·dai·yuh


Etymology: Shona Zimbabwe

A place where consumers living across the globe with a deep appreciation for the richness of our African culture could enjoy a curated shopping experience. Setting a new diverse standard for luxury, where everyone has access. Exclusive capsule collections, collaborations, and metaverse drops. The next generation luxury fashion experience where everyone shops live.


The next decade will be defined by its push toward greater diversity, inclusion, and representation in every facet of fashion. The ranks of editors and designers in the fashion industry have lacked an intimate understanding of our culture and community.


A new destination to discover, learn, and shop luxury fashion in Africa and beyond. We partner with boutiques and brands from around the world. We're committed to making a positive impact in the luxury industry. Our sustainability initiatives are reflected in the made to order designs that are encouraged on our platform helping to combat fashion waste. We are also working on providing business-friendly debt solutions to designers.

We're “thankful” for the amazing talents on the African continent and from all over the globe who are contributing to our journey. We couldn't have made it to this point without you. JENDAYA is where the old world meets the new school, a people-powered luxury e-commerce marketplace.

Jendaya Leadership Team

Ayotunde Rufai, CEO

Featured in Guap Magazine’s 30 Under 30 Black Professionals and Creatives you need to know. Ayotunde is a former Investment Banker turned Fashion Entrepreneur. Before graduating from Cass Business school with an MSc in Entrepreneurship, he founded the bi-annual fashion and culture oracle, ArtValue magazine. He is currently based in London, UK and can be
spotted in threads from Fear of God, Sandro, and Tokyo James.


Kemi Adetu, COO

The Number 1 feature in Yahoo’s 2019 Top 50 Future Women Leaders. Kemi is an alumni of Google and PwC. A true Pan-African having lived across West and East Africa, she is now based in New York, USA. Kemi is always dressed for success and counts Banke Kuku, Bottega Veneta, and Chanel among her go-to brands.


Teni Sagoe, CCO

A luxury fashion powerhouse who needs no introduction. Teni is the Founder of both CLAN and EMBASAN, and Creative Director of the globally recognised heritage brand, Deola Sagoe. Over her 7 years of experience in the industry she has established herself in Lagos, Nigeria. When she isn’t wearing her own sleek designs she opts for Jacquemus, Deola Sagoe, and Saint

Declan Eytan, Editor-in-Chief

Over a decade of fashion journalism under his belt, starting as GQ India’s Milan correspondent. He subsequently built his journalist portfolio by writing for the likes of Forbes USA; Vogue Italia; L’Uomo Vogue; GQ South Africa; L’Officiel Italia and V Magazine. His list of interviewees includes Roberto Cavalli; Giuseppe Zanotti; Deola Sagoe and Silvia Venturini Fendi. Luxury fashion in Africa is a key area of interest to him, and has been a common thread throughout his career.

Arieta Mujay, Creative Director

Marketing creative consultant that has been working in fashion at various capacities for the last 15 years across Europe and Africa. With a focus on Brand Marketing, PR & Communications: building campaigns both online and offline for global retailers and startups and being one of the pioneers to introduce the rest of the world to fashion and creativity from Africa before the current fanfare. Counting the likes of Orange Culture, River Island and Lagos Fashion and Design Week as clients – from agent to Head of PR, show producer and more, she is an All-around talent.

Ekuban Emmanuel, Content Director

Ekuban Emmanuel sits on the management team of digital fashion agency and magazine Debonair Afrik and is a creative collector for The Style Lounge, a platform that scouts for and nurtures fashion talents in Africa. During his career, he has collaborated with the best fashion creatives in Africa on editorial and other fashion projects and has worked with countless African fashion brands. He is also currently working on ethical sustainability projects and scouts young fashion talents across Ghana, Abidjan and Mali. Ekuban aims to promote the narrative of African culture for global impact and support the continent’s young and emerging fashion talents.


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