Meraki | About us

Who are we!

Ethereal Meraki Tanzania [formally Phoeby Jewelry] is a social enterprise and a jewelry and accessory brand based in Dar es Salaam, founded in late 2014 and registered as a company in 2023.

Through its “Learn and Earn Program”, it explores different industries and medias to reach out to youths who have been unprivileged to attain higher education (due to various reasons) and hence deemed unfit in the employment field. We recruit these youths, employ and train technical skills in collaboration with skilled local artisans and experts in those fields to equip them with the know how. As we wish to reach out to more youths, we’re now set to collaborate with vocational training centers like VETA to start sponsoring the training programs in other fields that these youths will be interested with apart from fashion.

Ethereal Meraki creates and makes a range of products from simple minimal jewelry pieces for everyday wear to statement bold pieces for occasional wear as well as home decorative jewelries. The brand employs a wide range of fresh materials as well as recycled and up-cycled materials to arrive to its designs.

Ethereal Meraki not only lives to its tag line,” Be of Different Similarities” but also its name meaning, “to do something exquisitely delicate that seems not to be of this world with so much love and passion and leave a part of the artist in that thing”. It gives us so much joy when we meet the expectations of our Crown of Glory and gets to hear comments like “This work is impeccably unique and beautiful.”

Our Mission

To provide unprivileged youths with technical skills and employment opportunities, enabling them to overcome the barriers to higher education and find meaningful work.

Our Vision

To be a leading social enterprise and a renowned jewelry and accessory brand, known for its commitment to empowering youths, creating exquisite pieces, and promoting sustainability.

Meet Susan

Susan Gerd Vogel, a Tanzanian from the Northern Territory of the country, began her journey in jewelry making with the sole intention of standing out from what was already available in the market. She would purchase ready-made accessories, dismantle them, and create something entirely different from the original pieces. This is where the brand's tagline, "Be of Different Similarities," was born.

Her love and passion for handicrafts stem from her early school years, where she studied subjects like "Social Studies" and "Needlework & Dressmaking." As she puts it, "handicrafts require a lot of concentration, blocking out any distractions," which played a significant role in resisting peer pressure. This influence extends to the group of people she collaborates and works with, most of whom are youths and young women.

Finding writing and journaling an easy way to express herself, Susan incorporated this into her jewelry and introduced the "Say Something" Collection. Here, she summarizes her inspirations, memories, and daily reminders, as well as those of her customers, in wearable pieces.

Work with me

Why Choose Us

Over the years we believe we’ve been able to work hand in hand with our clients to see to it that their jewelries, accessories and styles is as unique as they are while still ensuring the ornamental,functional and sustainability concepts are well captured in their preferred works of arts ( both wearable and decorational).