NELLY ROJAS PATH
JEWELS WITH HISTORY, POWER AND MAGIC!
SENDA Nelly Rojas is a Colombian jewelry brand that celebrates life, authenticity and creativity in each design. It is the perfect fusion of ancestral and modern techniques, giving life to timeless and unique pieces, conceived with love and passion as priceless treasures full of purpose and meaning. More than beautifying, our jewelry seeks to inspire and empower the feminine essence of those who wear it.
SENDA is a Colombian brand with more than 19 years of experience creating unique and timeless jewelry with authentic and exclusive designs. Our pieces are designed by our founder Nelly Rojas and made with noble materials and semi-precious stones by artisans and goldsmiths, using ancestral and modern techniques that make each piece high quality, memorable and unique.
The name SENDA comes from the Spanish word "path" and the brand is a reflection of our designer's creative process and the result of our team's rigorous work. We currently have 7 stores nationwide located in Cali, Bogotá and Cartagena , and a presence in more than twenty multi-brand and concept stores nationally and internationally.
We want to invite you to explore the meaningful connection of our timeless pieces, taking with you an eternal memory of our charming land Colombia.
If you would like to become one of our distributors, please contact us.
ESSENCE OF THE BRAND
LEGACY
SENDA Nelly Rojas is a brand with history: more than 19 years of experience that have left and continue to leave an indelible mark on the history of Colombian jewelry.
AUTHENTICITY AND CREATIVITY
The perfect fusion of tradition and innovation is key to obtaining the final result: works of art perfected to guarantee quality, durability and attention to every detail.
HANDICRAFT + CUTTING-EDGE TECHNOLOGY
The perfect fusion of tradition and innovation is key to obtaining the final result: works of art perfected to guarantee quality, durability and attention to every detail.
BALANCE
Each jewel emanates the strength of the feminine essence in its maximum splendor, the fruit of a life full of harmony and balance.
ALCHEMY
The inspiration behind each jewel represents the elixir of life. Nelly Rojas is an artist of love who constantly creates new ways to express her magic.
OUR TRAJECTORY
SENDA Nelly Rojas was born in 2006 in Cali, Colombia — the designer's hometown — under the name Senda Objeto de Arte, with the aim of giving life to the artistic expressions of our founder.
It was then that she launched her first collection on national television, where it was very well received. The following year, the brand opened its first flagship store in Cali and Nelly was awarded the title of "Businesswoman of the Year" by the organization "Expoempresaria Colombia". In addition, the brand was selected to participate in the German fair Bread & Butter held in Barcelona.
2008
SENDA Nelly Rojas participated in two important national fashion events: Cali Exposhow and Colombiamoda. The following year, the brand joined the National Beauty Pageant of Colombia and designed the jewelry worn by the participant from Valle del Cauca.
2010
After participating in the Cali Exposhow fashion event, the brand was nominated by InFashion Magazine as "Best Runway Accessory" nationwide. Subsequently, SENDA Nelly Rojas designed the jewelry worn by Miss Colombia during the coronation night and opened its fourth physical store in the country, located in Bogotá.
2011
The brand participated for the third time in Cali Exposhow and was nominated again by InFashion Magazine in the same category as the previous year. Randomly, Cromos Magazine nominated Nelly Rojas as Best Jewelry Designer and Best Brand Runway.
2012
SENDA Nelly Rojas designed a capsule collection to donate funds to a non-profit organization against childhood cancer. Simultaneously, she participated in Cali Exposhow and was awarded by Cromos Magazine as Best Brand Catwalk for two consecutive years.
2014
The brand was invited by the National Beauty Pageant of Colombia to design the jewelry for all the participants in the 80th anniversary of the beauty pageant.
The following year, SENDA Nelly Rojas participated again in the Cali Exposhow fashion event and was nominated by InFashion Magazine as "Best Catwalk Accessory" . Additionally, the brand continued its work by donating funds to support the eradication of social and health problems such as: child malnutrition, gender inequality and illiteracy.
PRESENT
Currently, SENDA Nelly Rojas has its own atelier located in Cali, Colombia, with a large production capacity and generating more than 50 direct and indirect jobs . In addition, it has seven stores distributed in major cities across the country, an online store that operates nationally and internationally and is present in more than 25 concept stores and marketplaces around the world.