# Ella Peinovich

> Ella Peinovich is an American entrepreneur based in Nairobi, co-founder and former CEO of SOKO, and founder and CEO of Powered by People. Trained in architecture at the University of Wisconsin-Milwaukee and MIT, she has built technology and commerce systems connecting independent makers with international markets. Her work spans mobile-enabled jewelry production, wholesale distribution, and tools for small brands.

- **Role:** Founder & CEO at Powered by People
- **Organizations:** Powered by People, SOKO, Ashoka, LocalDM
- **Nationality:** American
- **Education:** Bachelor of Science in Architectural Studies, University of Wisconsin-Milwaukee, Master of Architecture, Massachusetts Institute of Technology
- **Known for:** Elected an Ashoka Fellow in 2013., Co-founded SOKO and helped build its mobile-enabled network of independent Kenyan jewelry workshops., SOKO was recognized in MIT’s 2016 Inclusive Innovation Competition.

## Career timeline

- **2011** — Researched localized design and manufacturing in Nairobi for her MIT master’s thesis.
- **2012** — Completed her MIT architecture degree and co-founded the enterprise initially known as SasaAfrica, later SOKO, with Catherine Mahugu and Gwendolyn Floyd.
- **2013** — Elected an Ashoka Fellow; SasaAfrica had rebranded as SOKO by October.
- **2016** — SOKO received recognition in MIT’s Inclusive Innovation Competition; Peinovich received UWM’s Graduate of the Last Decade award.
- **2018** — Stepped down as SOKO CEO, according to her 2020 MIT Legatum Center interview, and began developing Powered by People.
- **2021** — Powered by People launched publicly in June.
- **2023** — Powered by People began using Shopify Collective, according to Shopify’s November 2024 feature.
- **2026** — Discussed Powered by People’s evolving distribution model in January and March podcast interviews.

## Achievements

- Elected an Ashoka Fellow in 2013.
- Co-founded SOKO and helped build its mobile-enabled network of independent Kenyan jewelry workshops.
- SOKO was recognized in MIT’s 2016 Inclusive Innovation Competition.
- Named University of Wisconsin-Milwaukee Graduate of the Last Decade in 2016.
- Founder and CEO of Powered by People, launched publicly in June 2021.

## Latest updates

- **2026-03** — Featured on Limitless Africa discussing technology, independent brands, distribution into major US retailers, and compliance.
- **2026-01** — Discussed Powered by People’s business-model changes and leadership challenges on How to Help a Few Billion People.

## Links

- LinkedIn: https://www.linkedin.com/in/ella-peinovich-2a0bb943/

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Profile page: https://yespress.io/ella-peinovich
Published by YesPress — https://yespress.io
Last updated: 2026-10-24