All About ALAMA

These exquisite handcrafted beaded pieces are created by ALAMA, a culture-to-wear label, comprised of a team of skilled women artisans. These women are united by their will to promote the legacy of the Maasai tribe of Tanzania through jewelry that is designed for both women and men who wish to support their culture and includes a sustainable design. Each unique jewelry piece is handmade and celebrates the ancestral traditions of the Maasai people of Tanzania, their semi-nomadic lifestyle and the tribe's distinctive dress and jewelry customs.

Traditionally in the Maasai culture, the women are in charge of beading. The beaded jewelry pieces accompany the tribe through all stages of life. The colors and the structure of the jewelry can indicate someone’s age, social status, marital status, gender in addition to giving insights on warriorhood. In this context, the white beads represent purity, the red symbolize bravery and strength, the blue signify energy and represent the sky, while the green beads stand for the land and symbolize health. Orange and yellow beads represent hospitality whereas black symbolizes the people of the Maasai tribe.

The jewelry brand is empowered by the non-governmental organization Africa Amini Alama– a charity which improves the living conditions of the Maasai and Meru tribes of Tanzania by providing them with no cost health care and social help as well as free educational programs. Each ALAMA artisan is continuously supported with a higher revenue generated through the direct purchase of their jewelry by the brand and provided with tools adapted to the quality requirements of the luxury industry.

Committed to both cultural heritage and sustainability, ALAMA's jewelry collection grows organically with unique and handmade statement pieces instead of seasonal offerings along with a zero waste policy. The artisans work only with locally sourced leather, recycled plastic, and glass beads that they purchase from local markets. When you wear ALAMA, you can be sure that your jewelry was made with respect for people, animals, and the planet.


Keep an eye out for ALAMA's collaboration with French luxury brand Faith Connexion for the Spring/Summer 2017 women and menswear season in Paris.