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.


David Elikwu FRSA, CSO

Heading up strategy, David is an entrepreneur and brand-builder with a background encompassing technology, corporate law, and marketing. He was recently recognised by Yahoo Finance and EMpower as one of 50 global future leaders. David founded Democratic Republic, a value-led startup studio building businesses aligned with sustainable global citizenship. You'll find him wearing De Petrillo, Tom Ford and Ermenegildo Zegna.


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


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