IN CONVERSATION WITH SAFSAFU

SafSafu is the jewerly brand you need that strikes the right balance between conscious irony and sincere joy.
The brand draws inspiration from sources like kitsch, bad taste, the 80s, the Iranian folk, anime, and elements from our daily life.
The Iranian designer Safu Seghatoleslami tells us about the unique Universe of SafSafu and making the most iconic jewelry of the time.

- 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.

- How has the brand evolved over the years?
I started SafSafu as a hobby, with very few resources in my free time. Since then we are happy to have created a beautiful community that supports us every season including starts such as Rosalia, Dualipa, Arca, Georgia Smith and Ursula Corbero… and to have the trust of some of the most important retailers in the world. As the company grows, we intend to expand our categories. We will launch our first bag collection for the next SS23.

- Your base operating is in Paris, so why did you choose Arezzo as the Italian city in which to realize your creations?
Seeking only the finest craftsmanship, our designs are taken to Arezzo, a charming little town between Florence and Rome in Italy, where they get made.
Arezzo is the home of Italian jewelry. The town has always been linked to top quality and world-famous excellence in luxury fashion.
Jewelry made in Italy is the result of the best manufacturing skills in the world and the historical goldsmith tradition.


- We are talking a lot about the return of the Y2K style. How should we consider your brand in relation to this?
SafSafu has never been about following the trends and more about creating a unique universe. With this being said, I’m very influenced by the late 90s and early 2K. I have always loved the aesthetics of the rave culture in the early 2K, and this can be seen in our collections.

- What kind of person wears SafSafu?
I can see everyone wearing SafSafu regardless of their gender.The only thing our customers have in common is that they like to feel extraordinarily, unique and cheerful while wearing SafSafu.












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