This week, Emirates Woman spoke to the founder of the accessories and clothing brand Cult Gaia, Jasmin Larian Hekmat.
Having launched in 2012, Hekmat started Cult Gaia with a focus on accessories such as flower crowns and wired turbands made out of vintage fabrics. A year later, her Ark Bag from the brand took centrestage, putting the brand on a global map.
As a conversation piece, the label then started to make waves on social media, as it later on expanded into footwear, swimwear and sunglasses categories, By making a mark in the Middle East too, the brand is loved by everyone in the region, as its quirky accessories, are a conversation started for anyone.
To delve into her journey as an entrepreneur, Emirates Woman sat down with her to see how it all began.
What was your favourite subject at school?
Art. Anything that allowed me to work with my hands felt natural to me. I loved anything tactile, whether it was drawing, sculpting, or playing with materials. That was the beginning of how I see the world today.
What was your first job?
I started interning very young, helping with design programs at a licensing company. Later, I spent time at my family’s company creating mood boards and developing character concepts. Those early experiences taught me a lesson that has stayed with me: it’s not just about making something beautiful, it’s about creating a world around it. That perspective informs everything we do at Cult Gaia, where each piece exists in a larger narrative of artistry and storytelling.
What inspired you to enter the space and launch your brand?
Cult Gaia began organically. I was making flower crowns and headpieces for friends, and the response encouraged me to keep creating. There was something exciting about making pieces that felt like art rather than traditional accessories. I never set out to launch a global brand. I started by making things I loved, and over time, the brand grew naturally from that foundation.
Founder of Cult Gaia, Jasmin Larian Hekmat
Talk us through the concept?
Cult Gaia is about wearable art and creating pieces that feel alive. I’m inspired by natural forms, sculptural lines, and shapes that have an unexpected beauty. Every piece needs to feel special and intentional. The goal is to create designs that people connect with on a personal level, that feel effortless yet thoughtfully crafted, and that exist in a world that celebrates creativity and individuality.
What are the key elements of your role?
At Cult Gaia, my role sits at the intersection of creativity and business. On the creative side, I lead the vision of the brand shaping the aesthetic, working closely with design teams, and making sure everything we create feels sculptural, timeless, and inspired by nature and art. I’m involved in every step of the design process to ensure that the pieces tell a story and feel true to the DNA of Cult Gaia. At the same time, I’m deeply involved in the business side. That means overseeing strategy, brand direction, and growth- everything from product development to marketing to how we expand in a thoughtful, sustainable way. I balance intuition with data, and creativity with structure, to make sure the brand not only resonates artistically but also thrives commercially. Ultimately, my role is about holding the vision while building the business that brings that vision to life.
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Talk us through your daily routine.
On a weekday, I start the mornings slowly with my three kids, cuddle time, breakfast, school drop off. Before getting started with a busy day of meetings, I sit in my car and sip my coffee (my version of alone time). Most of my day is spent in design reviews, fittings, and meetings with our teams, balancing the creative and operational sides of the business. If I’m not attending after work events, I always end my days with family. I’m very intentional about the time I spend with them in between the chaos.
What advice do you have for anyone looking to follow in the same footsteps?
Stay true to your vision, even when it feels unconventional. Build something that reflects who you are and what you genuinely care about because authenticity is what resonates. Surround yourself with people who challenge and inspire you, and don’t be afraid to take risks or learn from the missteps along the way. Most importantly, stay curious and keep evolving – that’s where the magic happens.
Tell us more about the pieces?
Every item we create is meant to feel artful, intentional, and part of a larger universe. Our ready-to-wear follows this philosophy with natural textures, flowing silhouettes, and shapes that feel effortless yet purposeful. Even our fragrance has been approached as an art form, with sculptural bottles and scents designed to transport the wearer. Everything we do builds a world where creativity, individuality, and connection to nature coexist.
What is the best piece of advice you have ever received?
Be in the reselling business, not in the selling business – build and create with long term value in mind, rather than short-term selling. It’s about doing things right the first time.
And what is the worst?
To play it safe. Nothing meaningful grows from that mindset.
What’s the biggest challenge you have had to overcome?
Staying true to what makes Cult Gaia special. Scaling a brand can dilute creativity, so maintaining that balance has been a continual focus. Staying connected to the original vision while expanding into new categories – ready-to-wear, shoes, fragrance, and lifestyle is something I take very seriously. Every decision is made with intention to ensure the brand evolves without losing its soul.
What’s lies ahead for the brand?
We are thoughtfully expanding the world of Gaia. Our fragrance line opened a new chapter, and we plan to explore additional categories that let people engage with the brand in deeper ways. For me, the goal is to continue creating a universe that feels authentic, inspiring, and timeless, where every piece is a work of art and every experience reflects the Cult Gaia world.
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