SENDA NELLY ROJAS
JEWELRY WITH HISTORY, POWER AND MAGIC!
SENDA Nelly Rojas is a Colombian jewelry brand that celebrates life, authenticity, and creativity in every 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 just beautifying, our jewelry seeks to inspire and empower the feminine essence of those who wear it.
SENDA Nelly Rojas is a Colombian brand with over 19 years of experience creating unique and timeless jewelry with authentic and exclusive designs. Our pieces are designed by our founder, Nelly Rojas, and handcrafted by artisans and goldsmiths using noble materials and semi-precious stones. We combine ancestral and modern techniques to ensure each piece is high-quality, memorable, and truly one of a kind.
The name SENDA comes from the Spanish word "sendero" (path), reflecting both the creative journey of our designer and the result of the meticulous work of our team.
We currently have seven stores nationwide, located in Cali, Bogotá, and Cartagena, and are present in more than twenty multi-brand and concept stores both nationally and internationally.
We invite you to explore the meaningful connection behind our timeless pieces—each one a lasting memory of our beloved homeland, Colombia.
If you are interested in becoming one of our distributors, please contact us.
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ESSENCE OF THE BRAND
LEGACY
SENDA Nelly Rojas is a brand with a history: more than 19 years of experience that have marked 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 achieving the final result: works of art perfected to guarantee quality, durability, and attention to every detail.
CRAFTSMANSHIP + CUTTING-EDGE TECHNOLOGY
The perfect fusion of tradition and innovation is key to achieving the final result: works of art perfected to guarantee quality, durability, and attention to every detail.
BALANCE
Each jewel emanates the power of the feminine essence in its maximum splendor, the fruit of a life full of harmony and balance.
ALCHEMY
The inspiration behind each piece of jewelry 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 founded in 2006 in Cali, Colombia—the designer's hometown—under the name Senda Objeto de Arte, with the aim of bringing our founder's artistic expressions to life. It was then that she launched her first collection on national television, where it was warmly 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." Additionally, the brand was selected to participate in the German Bread & Butter fair held in Barcelona.
2008
SENDA Nelly Rojas participated in two major national fashion events: Cali Exposhow and Colombiamoda. The following year, the brand entered the Colombian National Beauty Pageant and designed the jewelry worn by the contestant 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. SENDA Nelly Rojas subsequently designed the jewelry worn by Miss Colombia during her coronation night and opened its fourth physical store in the country, located in Bogotá.
2011
The brand participated in Cali Exposhow for the third time 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 that fights childhood cancer. At the same time, she participated in Cali Exposhow and was awarded Best Brand Runway by Cromos Magazine for two consecutive years.
2014
The brand was invited by the Colombian National Beauty Pageant to design jewelry for all the contestants in the beauty pageant's 80th anniversary.
The following year, SENDA Nelly Rojas participated again in the Cali Exposhow fashion event and was nominated by InFashion Magazine for "Best Runway Accessory. " Additionally, the brand continued its work by donating funds to support the eradication of social and health issues 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. It also has seven stores distributed in major cities across the country, an online store operating nationally and internationally, and is present in more than 25 concept stores and marketplaces around the world.
MEET THE DESIGNER
Nelly Rojas
SENDA is the creative expression of Nelly Rojas, a Cali-born jewelry designer and architect who founded the brand almost 20 years ago...