Nothing holds value like heirloom jewellery pieces and this mother-daughter duo are here to prove it.

Designed for that laid-back elegance, the SHAY jewelry handmade pieces are created to be stacked and for adding that additional layer of oomph to any look.

Having received the stamp of approval from several celebrities such as Rihanna, Gigi Hadid and the Kardashian-Jenners, every piece is worth the investment.

To understand their story, Emirates Woman spoke to Ladan (LS) and Tania Shayan (TS), founders of SHAY, on what it takes to create a jewellery brand that stands out.

What do your first 30 minutes of the day look like, your morning routine?

TS: Well, things have certainly changed a little for me since my baby boy arrived four weeks ago. But my general routine would consist of reviewing my overnight international emails and texts for importance, a simple skincare routine, grabbing a coffee and out the door.

LS: I like to start my day with some fresh air and a nice brisk walk before heading to the office to meet with the team.

How did you know it was the right time to launch your brand and what inspired you to do so?

TS: SHAY evolved from a hobby, I had in high school. I designed and created a simple link bracelet for myself which I began gifting to friends and family. The demand was so great that it was soon after that my mom suggested we approach a couple of stores. Originally, we began creating costume pieces however we had so many inquiries regarding natural gems, that the transition was very organic. When SHAY began there were limited fine jewellery brands offering such custom services.

Your pieces are so well researched. Tell us about this intelligent approach to the creative process.

TS: I’m a little more conservative than my mum, but also drive the brand in a contemporary direction. My mum has this elegance about her, but she is definitely of a modern mindset. The combination of our personalities means we are always seeking inspiration from different sources.

SHAY is known for the art of stacking. How can one exude that laid-back elegance through this?

TS: Starting with diamonds as the base allows you to have fun with building in other gemstones or different shades of gold. Leaving negative space in your stack will also provide room for each piece to be seen and not overcrowded.

SHAY Jewellery founder

Which piece of SHAY would you suggest for a first-time buy that suits everyone?

TS: The diamond pave essential link is one of our best-selling styles in necklaces and bracelets. It’s an everyday piece that can be dressed up or down or you can wear it on its own or layer it with other styles. It’s an ageless piece perfect for handing down through the generations.

LS: For me, it’s the classic tennis necklace. We design them in various shaped diamonds, and a range of prices to suit your style or personality.

How do you balance your signature as a designer and the aesthetic preferences of a client?

Most of our private clients come to SHAY because of our aesthetic. Usually, they already have a piece in their collection and are fans. We don’t generally accept projects that we feel we don’t have a synergy with.

How has social media affected the fine jewellery business and which platform has been most useful?

Instagram and WhatsApp have been our most successful platforms. With social media banned in some countries, WhatsApp allows us to provide more personal services while Instagram is a creative outlet to inspire our followers and expand on the brand’s ethos.

What advice would you give when it comes to investing in jewellery?

First of all, make sure it’s a piece that you love and would enjoy wearing, because what’s the point if you’re not going to enjoy it? The beauty of jewellery is that you can enjoy the piece, yet at the same time it is an investment that only increases in value. The second piece of advice is to do your research and always look at the quality and colour of the stones. It’s also important to look at the level of craftsmanship on the piece and to know that there is value in both gold and diamonds.

This is The Finer Things Issue – how have you implemented a detailed approach in your daily life?

TS: Being a business owner has taught me the importance of a forward-thinking approach and planning as Benjamin Franklin said, “Failing to prepare is preparing to fail.” I’m an early riser, even before my son was born, which gives me the time to clear my thoughts and email inbox to ensure when I arrive at the office, I am prepared for the day ahead.

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