Welcome to JEMS. by Jemima Onuwe.
My story.
JEMS. is a brand born from my personal journey as a Black Nigerian woman who moved to England at 15. Growing up in a predominantly white school, I often felt like an outsider—grappling with alienation, internalised shame, and the pressure to conform. Casual racism and the struggle to belong pushed me to hide parts of my identity, but over time, I began to reclaim what I once suppressed.
JEMS is that reclamation. It is a celebration of heritage, resilience, and cultural pride, woven into every piece I create. My designs merge my Nigerian roots with a personal style shaped by music, culture, and lived experiences—offering a contemporary perspective on identity, authenticity, and belonging.
But JEMS is also a response to something bigger. Witnessing the impact of textile waste in West Africa, where second-hand clothing floods communities and harms the environment, I knew my brand had to stand for more than aesthetics. JEMS is committed to creating responsibly—using upcycled, deadstock, and ethically sourced materials to give new purpose to discarded fabrics. Every design is crafted with intention: to inspire, to empower, and to challenge fashion’s wasteful footprint.
JEMS is more than clothing—it is my story of self-discovery, resilience, and responsibility, translated into garments that honour both people and planet.
