Pichulik is a brave brand that designs for brave women, with the mission to display the empowerment and bravery of the women wearing their elaborate jewellery. Founded in 2013, Pichulik is an ethical jewellery, accessories and womenswear atelier based in Cape Town, South Africa. Their designs celebrate Africa and are inspired by the intimate relationship that women have with their jewellery. Pichulik’s pieces view jewellery and ornamentation as a sacred conduit for healing, community and wisdom share. 

 

This project took inspiration from the founder's description of the brand, likening the brand to a woman who has “a wicked sense of humour, a strong yet inspired presence. Kind, wise eyes that speak of many journeys through exotic lands-humbled through self-discovery. She would smell the way jasmine smells in Johannesburg at the end of winter - promising spring. She would taste of rose syrup from Morocco and the earthen red clay of the Marico-Bosveld Dam in the North West.” 

 

Identity shapes our experience of the world, and it is deeply personal and subjective. Pichulik’s own essence is rooted in Africa, it honours the ancient traditions and cultures, which is emulated within the brands' personality; and this became a core informant for the space - manifesting in an embodiment of an African oasis.