As a young man, David Karitha found himself captivated by the artistry of his uncle, who crafted exquisite traditional glassware.
Little did he know that this fascination would evolve into a lifelong passion and a thriving business venture.
Today, David, along with his wife Ruth Karimi, stands at the helm of “Elegance Simplified,” a company that has mastered the craft of glass etching, turning ordinary glass into extraordinary works of art.
Here is their story as told by WoK.
The Journey Begins
David’s journey into the world of glass etching started in 2006 when he decided to experiment with this art form.
Initially, it was a hobby, a creative outlet, a way to enhance his skills. It wasn’t until 2008 that he took a significant step forward by selling his first creation—a glass salad bowl—for Ksh 2,500.
This modest beginning marked the inception of Elegance Simplified.
Their canvas is diverse, encompassing materials like plastic, wood, glass, and leather, each serving as a canvas for their intricate designs and beautiful artwork.
For over a decade, David and Ruth have been etching glass, transforming worn-out glass objects into luxurious, bespoke pieces of art.
Turning Passion into a Business
With a bank loan of Ksh 70,000 as their seed capital, David and Ruth officially founded Elegance Simplified in 2017.
This financial backing allowed them to acquire the necessary carving machines, tools, and raw materials to turn their passion into a thriving business.
“Elegance Simplified specializes in glass art. We carve different glass products, including drinking glasses, wall hangings, glass doors, and wall décor. Additionally, we create banners that can be used for signs of appreciation, awards, and accolades,” explains David. They primarily use processed glass for their work.
What sets them apart is their choice of processed glass, which provides durability and permanence to their creations.
The Intricacies of Glass Etching
Glass etching is an elegant and timeless method of creating intricate designs on a smooth glass surface.
The beauty of this art form lies in its durability; once etched, the designs remain permanent, never fading or wearing away.
Carved glass items have gained immense popularity in recent years, adorning high-end restaurants, hotels, banks, cinemas, and even private homes.
Elegance Simplified takes this art form to new heights, utilizing their creativity to produce unique and exquisite glassware.
Sourcing and Creating
The process begins with a meticulous selection of the glass objects they wish to transform. David and Ruth obtain some of their glass locally, while others come from international suppliers.
For processed glass, they rely on glass collectors who provide them with suitable materials.
The production process involves cleaning, cutting, and polishing the chosen glass items. For pieces that require intricate designs,
David employs image tracing to ensure precision. Ruth adds a touch of elegance by incorporating decorative beads into glass knobs, elevating their visual appeal.
Reaching Out to Customers
Elegance Simplified employs a variety of marketing strategies tailored to their customer base.
Apart from utilizing social media platforms to showcase and sell their products, they actively participate in craft markets and collaborate with other retailers.
Their clientele includes a diverse range of customers, from Ahadi Kenya Trust and The Nairobi Japanese School to Full of Africa Safaris, Top Guide Safaris in Tanzania, Windsor Golf Club, and many others.
With over 25 different products, prices vary depending on size, design, and quantity, with the most expensive piece fetching up to Ksh 250,000.
“We have more than 25 products, and prices may vary depending on size, design, and the quantity of ordered items. The minimum price we charge per piece is Ksh 1,000, while the most expensive piece can reach Ksh 250,000.”
In a day, they can carve between 8 to 10 sets, with each set containing 6 pieces.
Apart from being a significant source of income for the couple, Elegance Simplified has also created jobs by involving other carvers, cleaners, and contract workers.
However, their journey hasn’t been without its challenges.
“Our business is seasonal, so we must find the right market for our products. For our international clients, we have to deal with the high cost of shipping abroad.”
Despite these challenges, David believes that his business, born out of a love for glass art, has not only contributed significantly to Kenya’s economy but also to environmental conservation.
Elegance Simplified is working towards expanding into international markets. They recently signed a contract with an E-commerce ecosystem agency to sell their products in the United States and Canada.
Their goal is to broaden their product range and increase their market share, ensuring the sustainability of their business in a growing market and appealing to both their customers and the community. This, he believes, will be vital for the company’s expansion.
