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Jewel by Lisa releases their first fashion short film “A Day in the Life of A Jewelette” starring Eku Edewor



Jewel by Lisa has just released a short film entitled “A Day in the Life of a Jewelette“. Ex-Model and TV Presenter, Eku Edewor stars in the video which chronicles her day and matches different JBL pieces with different aspects of her day – from a lunch date to a movie premiere. The five minute eighteen second video is supported by the soundtrack – “Play” by Kate Nash.

JBL is taking definite steps to promote their brand in innovative ways. Obsidian set the pace with their fashion film “Control” which they released in May 2010.
JBL has become a firm favourite among young, africhic women. We are looking forward to more from the label.

Check out the video:


  1. Sia

    September 29, 2010 at 9:19 pm

    Beautiful clothes. Pretty long video.

    • nikky jay

      September 30, 2010 at 4:32 pm

      You just took the words out of my mouth. It’s a pretty long video. But other than that the dresses were nice and Eku looked pretty.

  2. Lagos Boy

    September 29, 2010 at 9:47 pm

    Loved everything about this………………… Step your game up people.

  3. Myne Whitman

    September 29, 2010 at 10:58 pm

    Was quite long, and I felt some editing could have given it more oomph. Lovely clothes though and very wearable. What’s the price range for Jewel by Lisa by the way?

    • stephanie d fab diva

      September 30, 2010 at 2:27 am

      depending on what u want nd some of those over beaded pieces will cost like 80,000 but if u wanna have a full outfit like 150,000..nd i mean naira ooo…

    • DUDU

      September 30, 2010 at 11:01 am

      LOL!! Think they pretty much made it clear in the short film that it’s for the upper middle class o! With the free chanel bag adverts et al.

      When i grow up, i want to be a jewelette 😀

    • jade

      September 30, 2010 at 2:05 pm

      na wa o!!! who died?

  4. safire

    September 29, 2010 at 11:10 pm

    I love the short dress and her signature hot red or pink lips are so off the hook.

  5. Demilade Omisore

    September 29, 2010 at 11:59 pm


    wow eku edewor is a real oyibo geh 🙂

    nice proportions sha

  6. D.O.T.M.H.

    September 30, 2010 at 12:28 am

    me too I like to play

  7. Onyinye FaFi Obi

    September 30, 2010 at 12:37 am

    Lovely video.. And the soundtrack was quite catchy.! Loved it.!

  8. MsJacqueline

    September 30, 2010 at 3:27 am

    Loved this to the max. Very innovative and creative Africa Fashion Lets Go!!!

  9. GeekGirl

    September 30, 2010 at 4:28 am

    long thing

  10. FL1 TZ

    September 30, 2010 at 6:44 am


  11. Blossom

    September 30, 2010 at 8:07 am

    I think Eku is gorgeous.

  12. Ronnie

    September 30, 2010 at 11:39 am

    O wow! she’s gorgeous!Love the green jump suit!

  13. Omo Yoruba ni mi o

    September 30, 2010 at 12:58 pm

    i play all day long in my room?? what kind of message is that sending out to nigerian babes – you think they not materialistic and lazy enough? abeg…. love the clothes – but borrow yourself brain with the marketing and branding….

    no doubt tho eku edewor is a very pretty girl….

  14. Lola

    September 30, 2010 at 1:22 pm

    And I guess there were no beautiful DARK skinned Naija beauties to use abi?
    Even if they claim they cannot find someone of “international” standards,Oluchi nko?
    Genevieve nko?

    Its funny how WE Africans are still enslaved by that Light and Bright is better.
    We are our own worst enemies.

    I am so dissaponted in this,also considering that Sike Saro is as dark as the night,Lisa is a brownskinned sister also.
    WHAT message are they passing unto the next generation considering they are in a position to portray something so positive?

    Everywhere we look,we are assualted by pictures of light skinned models,video ho’s,girls in magazines,etc etc.

    Before people start going off on one,I am mixed race and even lighter than Eku-But it pisses me off when it seems ALL my life,i always had some kind of unspoken unfair advantage over the darker skinned girls.So i am not saying this because i am some dark skinned bitter girl complaining.

    It is annoying–negative-and backwards.

    Bella team,print this if you want,your choice.



    • Miss ATL

      September 30, 2010 at 2:54 pm

      Erm, maybe Eku’s the face of the line? Like seriously, what’s with people complaining when they see a light skinned girl getting love and admiration? I think Eku did a FANTASTIC job! And I’m pretty sure Genevieve would do very well too. But geez, lighten up for goodness’ sake. I’m dark-skinned, but I can appreciate a good-looking person, regardless of whether they’re dark chocolate yummy, or white caramel hot.


    • cheeky babes

      September 30, 2010 at 2:55 pm

      lol…dont be angry now….its a lie joh you are black!!! i dont know any mixed race girl called LOLA….lmao…

    • Lola

      September 30, 2010 at 4:38 pm

      Ha ha..cheeky are a mess for that statement and if i didnt know better would think you were my sister taking the mickey as usual.


    • yellow paw-paw :-D

      September 30, 2010 at 3:11 pm

      @ Lola- My goodness!! you are sooooo racist!! chai! and then black people will start complaining about rascism. Some black people can be racist too, you know. Does everything have to be about the colour of one’s skin??? ehn?? na wa for you oh! just appreciate the girl and move on. instead of rambling on and on about why a black girl wasn’t used. So we light skinned and mixed- race nigerians so go and die abi??? abegi mehn! away with you jare!! with due respect, and no offence intended oh, but me thinks your comment is very small minded.

    • LadyTee

      September 30, 2010 at 4:32 pm

      Tell ’em why you’re really mad… wa o O_o

    • Omogekofo

      October 4, 2010 at 11:37 am

      i am dark skinned and do not like your tone…………u woulda brought it down a bit.
      u sent the right message in the wrong way.
      moreover, if u claim 2 b lighter than Eku Edewor, then u must b someone i wouldn’t want 2 b4 lunch.
      learn 2 love sis.

    • Omogekofo

      October 4, 2010 at 11:39 am

      ………… want 2 see* b4 lunch……………

    • Mariamah

      October 5, 2010 at 4:42 pm

      Why are u taking panadol for some one elses headache, cooooooooooooool down

  15. Iphie

    September 30, 2010 at 4:11 pm

    I haven’t yet watched the film but love Jewel by Lisa clothes. However they are way too expensive. Recently enquired about a beaded ankara long I saw on their website and at the ARISE New York Fashion show (asked someone to go into the shop in Lagos as I live abroad), was told it cost $700!!!!!! Why??? For an ankara dress?? I do recognise that it does take a lot of time to do the beading by hand but surely not $700 worth. I have since seen (in the magazines and on this site) the dress and many other JBL pieces worn by Naija ladies. How do they afford them?????? I would consider myself middle class (and before you shout I am not trying to be a snub, just stating realistically) but would not even consider buying an outfit for that amount. I am proud of the fact that I am a Nigerian and love African prints so although I live overseas, as an expatriate, I make it a point of duty to wear outfits made out of ankara to work on Fridays but is $700 a piece not a little ridiculous???

    • Lola

      September 30, 2010 at 4:46 pm

      $700 for ankara is plain ridamndiculous
      And before some people come on here saying “I’m sure you wouldnt complain if it had a chanel tag or marni etc”
      Better believe i would still shout at that price.
      I guess Nigeria is that country where if you know your market “well well” as they say-you would clean out.Even if it means at extortionist rates.
      I can buy a classic designer bag at a very high price as its something i would love to pass unto my daughter.
      This i have seen amongst the upper class naija women whose daughters are in their twenties etc and they utilise their mothers classic designer bags-THAT is what i call some kind of investment.
      But to waste that amount of money on an ankara dress that in a few months,the style might go out of fashion,or i might put on weight,etc??
      When need be,i buy my ankara and get the local tailor to sew a nice style for me…

    • Tu babe

      March 11, 2011 at 1:55 pm

      Expensive my foot: do you know what her cost and expenses are….
      You fail to recognise that she probably spends more on branding than on the fabric, yet without branding there will be no business.
      I am not her mouth piece and i donot even know her but i run a business myself and i am aware that costing is crazy from fashion shoot to product placement in magazines to celeb endorsement and she does not seem like she is running a charity to me .
      What matters is that the designs are nice and great quality and that you get the second hand value ( I like to place my items on ebay when i am done getting the fit and quality that comes with them and still get good money for them :I am ijebu)
      Now there are somethings you can do either take it to a good tailor and imitate it ( imitation) or save up your food money and buy or simply CUT YA COAT ACCORDING TO YA PRIMARK OR FOREVER21.
      Its a business.

  16. Kay..

    September 30, 2010 at 6:41 pm

    I think Kemi Adetiba should direct the next video…n if this is her work…den she is now falling hand … it felt quite stiff atimes… but the idea was generally nice! many cheers to JBL..

  17. tbn

    September 30, 2010 at 8:15 pm

    Haba, $700-$1500 for a piece of clothing??? Its only in Naija, where people are class crazy and mostly theiving politicians and their kids, mistresses and so on that could afford to spend so much money just to be seen in a jewel by Lisa dress and all these other so called Naija designer clothes that would pay so much for an ankara dress. An average person who earns about 200k per month or even less would not think of spending so much on a dress. I trust some of these young girls would sleep with a man as old as their grandpa or even a leper to get to buy these sort of dresses. Abeg oh. How many designer clothes in the US and so on do people spend so much on. As I’ve said before, only Nigerians would but these pieces because any right thinking foreigner would not buy them. pcheww.

    • mary

      October 1, 2010 at 6:43 am

      u must be kidding this is absolute nonsense and rubbish what a good local tailor can do is what they are selling for that amount of money

  18. Grace

    September 30, 2010 at 8:22 pm

    I watched it. gorgeous girl, gorgeous clothes. What they should have done was show 2 jewelletes…Eku and someone else with flesh on their bones to show that the brand caters to women of different shapes….

  19. chide

    September 30, 2010 at 9:36 pm

    lovely concept, but was looking foward to a story line…..was also very long and i got bored with the song….well done…

  20. taio cruz

    October 1, 2010 at 2:41 am

    Insha Allah the day I decide to start selling my clothes may all these poor-minded people not come near my shop. Na shiga uku with these broke people fa! Is it because you see Lisa Folawiyo on here you think she should be selling her clothes for $40? You should even feel bad that you see African culture as cheap. If you want cheaper clothes, there are MANY for $60 and less. Jewel by Lisa and others will remain higher end brands and YES, not everyone will be able to afford it. That’s not bad. You can’t always have what you want or haven’t you heard the saying that shoe get size???? Go and find your size =P

  21. Litigation

    October 1, 2010 at 2:43 am

    Eku is fine oh! She brought life to this BORING azz video.

  22. onlooker

    October 1, 2010 at 11:16 am

    We’ve got loads of light-skinned and dark-skinned people in the country. If they used a dark-skinned babe, would that be saying light-skinned people aren’t beautiful? I mean, look at the other jewel by lisa posts on this site. They use dark skinned models. Why u dey vex? Sheeesh.

    • Lola

      October 1, 2010 at 7:13 pm

      You are about a day too late with your stale response-try again next time.DRY PERSON

    • onlooker

      October 6, 2010 at 12:26 pm

      Wow. You seem quite enraged. Get help please.

  23. missy-spectacularrr

    October 1, 2010 at 12:03 pm

    d thing na long thing abeg…NEXT!

  24. folorunsho cleveland

    October 1, 2010 at 7:43 pm

    abeg! fantastic video! its supposed to be a whooooooole day – to compress that into 5minutes/ and its too long agaIn? Ladies, we need to work on that attention span deficit!
    Fantastic piece of work; Colours so alive and her butt so trrrrimmmmm! I am sooo impressed; almost got to New York, this their last show, but had to haul ass because of my son’s sports day…Go Lisa! Things ARE looking up in Naija Fashion!

  25. kokoletnumberone

    October 2, 2010 at 1:32 pm

    *cough cough*

    If u are a webcam voyeur, you’ld love this. But I’m not.

    Apart from that,it seems Eku looks much better in videos…. cos her skin always looks pale n pasty in pictures.

    Nice outfits for skinny girls.

  26. ajiri avae

    October 2, 2010 at 6:07 pm

    let’s not make it about skin tone. Lisa sells internationally. black and white. i don’t think it’s wrong to use a model who can appeal to both races.
    also, when it takes you 2 weeks to a month to make a dress, you have no choice but to sell it at a certain price. i know this cos i make clothes and bead on them too

  27. Lola

    October 3, 2010 at 8:55 am

    No problem with her skin colour. she needs food.

  28. Mariamah

    October 5, 2010 at 4:40 pm

    Luvly clothes, the video is too loooooooooooooong, makes the video boring, and that makes u not watch the whole video

  29. mama77

    October 6, 2010 at 2:50 pm

    is it this same Lola complaining that Eku is too white and then complaining that actually she is too slim? Make your mind up GF. And being prejudiced against anyone – black, white, mixed, whatever is disgusting and totally unacceptable. If you knew anything about anything you would know that Eku is the face of JBL – clearly Lisa Folawiyo doesn’t hold the same prejudices as you (thank goodness). We, as a people, are trying to move Nigeria forwards Love – not backwards.

  30. obi

    October 8, 2010 at 2:44 pm

    THE video should have ended in 30 secs to please some people here

  31. Tessy

    October 11, 2010 at 10:07 pm

    The clothes are fab! But too costly and if u wear it once that’s it. Why invest in something like that.

  32. Naggette

    October 15, 2010 at 12:34 am

    The video is fab but I’m offended by the tea drinking! Why not ‘Ogi’ or even fura out of a bamboo/palm frond cup! 😛

  33. Pingback: – Top African Fashion Moments 2010 (Part 2) AFRICA STYLE DAILY

  34. cynthia

    April 2, 2011 at 5:26 pm

    Personally i think it is silly to buy that dress for 700usd ,guyz let us not forget that this is ANKARA that is made in Nigeria,if she was using any other fabrics maybe,even if i buy a 1000usd deisgner bag that is fine,it is vintange and never goes out of style,so you buy a sequined ankara dress and you wear it then what next? can you wear it in 5years NOOOOO?? but can you carry your 1000usd bag 5 years from know??? yes,if i was to give you 700 usd WOULD YOU COSSE A VINTAGE MICHAEL KORS DRESS OR A JBL SEQUINED STUFF,lets be realistic no one is patronizing them apart from the Stars and that is why when i visit Nigeria i cannot shop there ,have you guyz never wondered why no one shops in the palms unlike when you go to europe,southa frica,usa we shop like crazy and get excess bags.If this dress was 200-300usd maybe people would buy it considering the fact the beaded sequins take a whole day but Nigerian So called Fashion DFesigner makes it all expensive and honetly the style is not so great they are usually copied from foreign designer,so someone is sewing beaded leggings and jeggings?? or a knee length dress that is beaded?? so??? where is the WOW Factor in that? the only great thing about the dress is the colours cuz if it was black no one would buy it,i give her kudos for the mix of colours but honestly the price aint worth it and the clothes you see can be bought in any boutique in new york,they but that big fashion magazine and copy the style in Ankara.

    Tifanny Amber i give her kudos for her originality,where is Davida today? gone and forgotten she was making shirts but the price was too expensive, people have shifted to buying shirts on raegent street in London,h and c,thomas ppink,and others

    Lanre d Silva dresses are so silly with the rose,pllsss is this the 18th century?there is no vintage feel to it,the material is thick and heavy and the fabrics garlish like red light district in Amsterdam

    that is all for know(p.s i am a fashion critic so no beef)

    • LMFAO

      October 2, 2011 at 8:22 pm

      i dont care if ur a – fashion critic!!! dont you dare diss JBL , she has accomplished something with her life what have you done eh???!!!!!

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