- Tell us about yourself. Including how did your love affair with jewelry begin?

I was born in Iran in a very artistic family. During the Iran-Irak war my mother, sister and I moved to Barcelona, and a few years later we returned to Tehran as my mother wanted us to learn our culture. Years later I moved back to Barcellona to start my studies at the university. I studied Industrial Design and after I got a master’s degree in Jewelry Design.
My love affair with jewelry started at my early age as my mom used to create a kind of high-end jewelry and I would admire and wear them secretly when she was not around. :)

- What inspired you to start SafSafu? Among the sources of inspiration that you mention in your brand bio there is also the Iranian folk, would you like to tell us more about it?

I always knew I would at one point do my own brand. After moving to Paris, I got inspired by the city and the new fashion movement that was starting with a bunch of young cool brands here. When I started, most of the jewelry was minimal so I couldn’t find anything I could wear, which pushed me even more to create my brand to give my own point of view. I wanted to create joyful, colorful, and special statement jewelry. Part of my inspiration comes from my multicultural background as an Iranian that has been raised between Tehran and Barcellona and has lived in so many cities across Europe. I think my work is a mix of eastern and western influences. The Iranian folk is clearly part of this influence. In Persian culture, women have traditionally worn big colorful chunky jewelry and garments with elements from nature such as flowers, leaves, sun, stars and hearts to mention some, and all these elements are always present in my work.