In 2018, Serbian-born entrepreneur Nadja Soodeen was so inspired by her love for her adopted island home of Barbados, she decided to create an exclusive jewellery brand called ‘Banz’.

Banz produces modern, sleek, and minimalist necklaces and bracelets which incorporate the distinctive geographic shape of the island.

The pieces are particularly popular with Barbadians living abroad, as well as tourists and locals, who appreciate Nadja’s simple yet impactful designs.

Yello asked Nadja to tell us more about her company. She explained how she got started, why she chose the name Banz, and her plans to expand the brand throughout the Caribbean.

Describe yourself using three words. 

Dynamic, playful, honest.

Please tell us a bit about your background.

I was born and grew up in a small city in Serbia. I had a wonderful childhood with lots of friends and great memories from that time. Despite all the difficulties my country was going through, with war and bombings, I am always proud and happy to be Serbian.

Have you always been a creative person? 

I think I am. I feel that my biggest strength is organisation and the ability to put together, develop, and organise ideas that are the result of a creative process.

What were your initial career plans?

I studied economics and finance and have a degree in marketing which is a great foundation for starting a business. I was always interested in art and design, especially fashion.

In 2006 I moved to Barbados, and my life took a different turn. I became managing director of M People magazine, a lifestyle publication which became very popular quickly. I learned a lot about the local fashion industry, like how things are and what is missing.

Why / when did you start your jewellery brand ‘Banz’? 

Banz was created in 2018 from a desire to create a piece of jewellery as a symbol of Barbados. A souvenir and a memento of the island we love.

I was inspired by the shape of the island and how much people love the country and are proud to be Bajans. The initial idea was to make a pendant in the shape of Bim on the map, and it all went from there.

I didn’t have previous experience with selling jewellery, so the whole process of making prototypes, testing, approving each piece etc., took some time. I made some mistakes but learned a lot.

The local people, Barbadians abroad, and visitors love the pieces because they’re always able to carry a piece of Barbados with them.

Where did the name ‘Banz’ come from? 

My sister-in-law came up with it while brainstorming some ideas for names. It initially came from the word ‘band’ as a bracelet or piece of jewellery, and then the plural ‘bands’ became Banz.

What was the main challenge you faced starting the business? How did you overcome it?

I feel that Barbados is a very unique and specific market for business in general because the country is tourism oriented. But, during the quieter months when tourist numbers are low, small businesses have to cater to locals.

The other issue is supplies. Everything is imported, which means it takes time to have things shipped here, and taxes and duties are extremely high. To sell Banz commercially and to overcome these issues, I decided to produce it elsewhere.

This turned out to be the best solution for my business, especially as I eventually expanded and started catering to different islands such as Trinidad and Jamaica.

What is the unique selling point for Banz?

It is very simple; Banz is minimal, stylish, and trendy jewellery that you can afford.

What materials do you enjoy working with?

The Caribbean lifestyle and weather conditions can be harsh on jewellery, so it turns out that stainless steel is the best possible material for Banz because it doesn’t tarnish. Gold pieces are 18k gold plated as well.

Who are your customers? How do they find you? 

Most of Banz’s customers are locals and then tourists. They buy the pieces for birthday gifts, Christmas presents, or for themselves.

Bajans living abroad are another group that love it. Banz offers a sense of nostalgia and patriotism for them, which I think is beautiful.

Banz is sold island wide in Cave Shepherd department stores (now known as Bridgetown Duty Free) and various small, local boutiques. Banz is also available for order via our brand new website banzcaribbean.com. You can also follow everything that we are doing on Instagram @banzcaribbean.

What are your plans for the business over the next five years? 

I would love to create a Banz for every island in the Caribbean.

What advice do you have for aspiring Caribbean entrepreneurs? 

If you really strongly believe in the idea and this one idea seems to be the only thing stuck in your head – do it!

It is also important to research the market and ask for the opinions of others because it is not enough for just you to like the idea.

I also learnt that nothing should be rushed. Nothing good can be achieved overnight. It takes time and years to grow, to define the way you are going and where your business will be.

What do you love about Barbados?

I love the summer, the sea, and my husband lol.

What is your philosophy in life? 

I don’t really have a motto or specific philosophy. As long as you are a good person, everything should be fine.

If you could talk to your younger self 15-20 years ago, what would you say?

“Feel the joy of being alive. The day that you stop running is the day that you arrive.”

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You can find Banz jewellery online – https://www.banzcaribbean.com/ or on Instagram – https://www.instagram.com/banzcaribbean/