Amy Pugsley It is amazing to see the amount of jewelry brands that have been established in Egypt over the last five years. Craftsmanship and the entrepreneurial spirit are alive and well in the region and innovative Middle Eastern creatives continue to outdo themselves and each other. One of the newer names on the scene is YAZ Designs, a brand that was launched in February of 2018. Silver, brass, natural materials and stones give each piece crafted by the Cairo-based design house a refined and posh feeling—invoking Egyptian aesthetics with subtle elegance. Yasmin El Shibawi sat down with Flair Magazine to discuss her inspiration and passion for jewelry design.
When did you start YAZ Designs?
The brand was officially launched in February 2018. Yet, it took me around two years to prepare the project by figuring out all the particulars of the brand including, identity, logo, the market segmentation as well as the design and its process.
What is the inspiration behind your brand and your design?
Since I’m obsessed with jewelry, in general, and silver, in particular, I was keen to extend my knowledge in that field in order to be able to create my own pieces that reflect my artistic view. Therefore, I decided to learn more about it through attending specific technical and design jewelry courses and workshops that taught me how to use raw materials and to create a finished product. Most of my designs were inspired by the beauty of nature hence, the moon phases, flowers, and lotus collections.
What does a typical day look like for you as a jewelry designer?
Just a messy one! And the day is never expected nor repeated!
Usually, most of the daylight hours are dedicated to my day job as a project manager, handling the managerial work like meetings, along with family commitments as well. Nighttime is another story, and it helps that I am a night owl and that is when my creativity hits, I work on new designs, sketches and it mostly happens very late at night. Whenever I get the chance between all of this, I usually squeeze in a yoga or training session.
What are your favorite materials to use?
I prefer the diversity in the natural materials used, that’s why I am always eager and curious to use different materials including, among other things, silver, copper, brass, wood, and for sure all the natural stones. I am in love with all the natural materials, and both real and precious stones. I believe that each material has its own impact and message.
What advice would you have for aspiring creatives?
Don’t be afraid! Take the risk and start doing what you desire, make your passion your profession. Although it might be hard and not that easy and you will face several challenges and criticism that you are not taking the normal path. You’ll always be able to make it if you put your all in it.
What is your favorite jewelry trend?
Frankly, I don’t believe in trends. I strongly believe that it’s all about the story and the style.
When you get dressed in the morning, do you think of accessories first or last?
Last! I always have something that will match the outfit so I just dress comfortably and suitably to my plan of the day and then I mix and match between my jewels till I get the look I want. Except if it is a big event then I always have the jewelry in my mind when I choose an outfit or get a dress.
Visit YAZ Designs to shop the latest collection https://www.yaz-designs.com/en
