According to the Small Enterprise Development and Finance Agency (SEDA), South Africa’s SMMEs are the backbone of the economy—and in today’s fast-moving digital world, embracing e-commerce isn’t just a smart move, it’s essential.

Enter Nikki Robertson, one of Amazon’s successful South African sellers who’s redefining what it means to thrive in the online marketplace. As one of the early adopters of the new Amazon Seller Center, a walk-in hub designed to help small business owners get online and grow their reach, Nikki’s story is one of innovation, resilience, and purpose.

The Inspiration Behind Zulu Mien

My journey with Zulu Mien began after years of working alongside crafters in rural KwaZulu-Natal. Through that work, I came to see that craft was about so much more than just economic opportunity—it was about connection. It nurtured community networks, created spaces of mutual support, and offered a dignified, sustainable way for rural women to earn a living without having to leave their homes for urban centers. That understanding laid the foundation for Zulu Mien: a jewelry brand rooted in empowerment, cultural preservation, and intentional design.

Blending Tradition with Modern Design

I’ve always believed that traditional craftsmanship and contemporary design aren’t at odds—they enhance one another. At Zulu Mien, we integrate sterling silver into our beadwork to elevate it from what is often seen as “costume jewelry” to the realm of fine jewelry. The result is a timeless, wearable art form that honors its origins while appealing to modern aesthetics.

Overcoming Challenges

Coming from a development background rather than a business one, navigating the market hasn’t always been easy. Accessing the right platforms, understanding consumer behavior, and scaling operations have all been steep learning curves. But my commitment to empowering women artisans has kept me focused. That purpose fuels me through the hard parts.

Our Relationships with Artisans

Our artisan partnerships began through an NGO that previously supported the women we now work with. Building trust has been a slow and deliberate process. We take time. We show up. Transparency is at the heart of how we work—both in our supply chain and in our relationships. These women aren’t just part of the production line; they are co-creators in our journey.

Designing a New Collection

Each Zulu Mien piece is a blend of heritage and considered design. We draw from Nguni traditions—honoring the motifs and symbolism embedded in the craft—while also embracing fresh, contemporary color palettes. I don’t follow fast fashion trends; instead, I guide the artisans to create pieces that are culturally rooted and timeless in their appeal.

Selling on Amazon

Selling on Amazon has allowed us to connect with a global audience in a seamless and efficient way. It’s opened up new opportunities for growth while keeping the process streamlined, which is crucial for a small business like ours.

Balancing "Slow-Made" with E-Commerce

We’re deeply committed to the slow-made ethos. To balance that with the pace of online retail, we place consistent, realistic orders with our artisans and plan ahead for stock. This helps us stay true to our values while meeting the demands of e-commerce.

Engaging with Our Customers

Our customers are central to everything we do. We listen closely to their feedback and use it to refine our designs, improve our packaging, and enhance the overall user experience. That two-way conversation is essential—it ensures we’re not just creating beautiful products, but meaningful ones.

Ethical Responsibility and Sustainability

Ethics are non-negotiable for us. We pay fair wages, work within sustainable frameworks, and intentionally grow at a slower pace to preserve integrity. For us, success isn’t just measured in sales—it’s measured in impact.

Advice for Other Entrepreneurs

Stay grounded in your unique story. Don’t get distracted by comparisons or try to fit the mold of a traditional business. The power lies in authenticity. Let your values guide your decisions, and trust the process.

Final Thoughts

Zulu Mien is about more than jewelry. It’s about honoring craft, empowering women, and preserving cultural legacy. Our hope is that every piece we create carries that intention—bringing beauty, purpose, and connection into the lives it touches