Sydney DeSousa—the founder of the jewellery, accessory, and fashion brand, Cada Lenda—has cultivated a sustainable and inclusive business by embedding herself in Kingston’s art scene, making connection with local creatives, and discovering her family’s passion for jewellery.
DeSousa explained Cada Lenda selling colourful beaded necklaces, bags, and curated clothing items transformed from a small shop on Etsy to a Kingston-based business selling products at storefronts and markets around the city.
Creating a sustainable and inclusive business
Cada Lenda began in the back shelves of the thrift store where DeSousa began collecting colourful beads and broken jewelry.
“I thought it was a great place to get resources because people tend to overlook that section of the thrift store. And so, I found items and thought to myself, ‘I could upcycle this and make it into something more modern that I would actually wear,’” DeSousa said in an interview with Tourism Kingston.
She eventually began selling her jewellery on Etsy, but her dream was to eventually expand beyond online storefronts and offer her jewellery to customers in-person. As a frequent Memorial Center Farmers Market visitor, DeSousa imagined herself selling her products at artisan markets and stores in Kingston.
After finding a Facebook page that allowed her to connect with vendors and markets, DeSousa eventually transitioned to selling her items at popup Christmas markets and the Princess Street Promenade as well as brick-and-mortars like Studio 88 (70 Princess Street)—a community hub offering weekly creative classes and selling items from local makers.
One aspect of Cada Lenda that has not changed since the businesses origins is its sustainable and ecofriendly ethos. In selling her products, DeSousa is dedicated helping her patrons understand what it means to “upcycle.”
“I find that some people don’t really understand what upcycling means. So, I try to describe it a little bit more and let them know that I am taking things that are already there and repurposing them,” DeSousa said.
DeSousa eventually branched out from jewellery and began selling clothes at inclusive sizes.
“As a plus size woman myself, I know how discouraging it can feel walking into vintage shops or collectives and not seeing pieces in your size or styles. It’s something I’ve personally experienced for years and it’s a huge reason why I’m passionate about including plus size fashion within a curated and sustainable space,” DeSousa said.
You can visit Cada Lenda’s website or Instagram to browse their full catalogue of inclusive and sustainable products.
Family and community storytelling in Cada Lenda
In crafting her sustainable jewellery, DeSousa took inspiration from her grandmother who also loved accessories and fashion. The name “Cada Lenda” is an ode to her grandmother who would always say “cara lenda” in Portuguese to DeSousa, which translates to “beautiful face” in English.
“While my grandmother is no longer here with me, naming the business after her lets me talk about her with customers,” DeSousa explained.
In the 1960s, DeSousa’s grandparents and parents moved from Portugal to Kingston. DeSousa’s grandmother’s large jewelry collection travelled with her across the Atlantic Ocean and was eventually passed down to DeSousa.
As well as taking inspiration from her grandmother, DeSousa embedded herself into Kingston’s vibrant art scene to further inform her approach to jewelry making.
She attended high school in Kingston where she volunteered to do hair and makeup for plays and musicals. DeSousa also frequented artisan markets around Kingston with her mom and gravitated towards the stands selling jewellery and accessories.
“I loved attending the market downtown in Springer Market Square. There used to be this vintage seller that would sell this old jewellery there. My mom and I would visit every Sunday morning,” DeSousa said.
Ingratiating herself in Kingston’s artistic scene also allowed DeSousa to make connections with fellow artists including owner of Studio 88 (70 Princess Street), Meghan Janke. DeSousa and Janke’s shared commitment to environmental sustainability made Studio 88 the perfect place for DeSousa to begin selling her jewellery.
Follow Cada Lenda’s Instagram to stay updated on where you can find their products.
