Jewellery designer Syma Raza is known for her exquisite jewellery pieces. She started off with a vision to portray a timeless line of affordable jewellery that would represent a couture-like look.
Jewellery designer Syma Raza is known for her exquisite jewellery pieces. She started off with a vision to portray a timeless line of affordable jewellery that would represent a couture-like look. It was in 2009 that she launched her brand ‘Sonar’, from USA and officially launched it in 2011 at Tehxeeb, Lahore. As the creative hand behind ‘Sonar’, Syma’s motto has always been that ‘every woman deserves to shine, as she already does from within’. The jewellery is made in 22K-24K gold or silver, Palladium along with their own mix of high-end metals. And most importantly, their jewellery is lead free, which means they will not cause an allergic reaction. “We use American diamonds and import our gemstones from all over the world in order to create unique pieces that may not be replicated,” she shares.
Syma Raza is all set to launch an upscale jewellery line ‘Zarq’ that is not only affordable but a notch above the rest. This week You! talks exclusively to designer Syma Raza about her journey and her new venture Zarq. Read on to find out more...
You! When did you first realise you had a flair for jewellery design?
Syma Raza: My interest was initially skewed towards graphic designing but I had always been interested in aesthetics and the arts and it wasn’t long before I stumbled upon my passion for jewellery designing nearly a decade ago. Back then, the market was pretty barren as the jewellery available was way too expensive and the more economical options were poorly designed. Most women just kept on wearing the same collection over and over again. Brides had limited options when it came to gold jewellery and they would end up buying expensive and boring bridal jewellery. I wanted to give women the option of reasonably priced, quality products that would fit their budgets and allow them to expand their choices. And I have been getting fantastic response. I am very excited about my new line Zarq, it’s a joint venture with my sister Sobia Nawab. The jewellery designs are very different from Sonar. It is contemporary style jewellery, mostly influenced from natural forms, energy and symbols. A lot of exotic gemstones are used in an unusual mysterious setting.
You! What is your design philosophy?
S.R: To create quality jewellery that is edgy, bold and contemporary.
You! Why do you think women should wear designer jewellery?
S.R: Well, why on earth not! Those who can afford and want to wear to designer products will definitely opt for it. Some may occasionally indulge themselves, but really it is a matter of personal choice and everyone is entitled to that.
You! How many exhibitions have you had so far - nationally & internationally?
S.R: I think we have had over a hundred exhibitions. We have been everywhere with Sonar, locally we have been to Faisalabad, Hyderabad, Peshawar, Islamabad, Karachi and internationally India, Dubai, Singapore, UK and USA.
You! When are you planning to launch your new line?
S.R: The dates are not final yet for the launch of Zarq in Lahore. However, we have already launched it in Washington, DC, USA on 3rd of October 2015.
You! Do you make exclusive pieces or do you repeat your designs?
S.R: It all depends on the customer feedback. I may discontinue some items, reinvent some or even keep some hot-selling products in supply.
You! Do you bother paying much attention to trends?
S.R: It is always a good idea to be aware of trends, as the world we are living in today is so dynamic and is constantly changing and evolving. You can’t get anywhere by turning a blind eye to what is happening in the world around you.
You! Do you design every piece yourself?
S.R: I am definitely involved in the designing, at times that is 100% and many times my team contributes towards it too, so it’s a team effort.
You! What qualities do you think a jewellery designer should posses?
S.R: Aesthetic sense of course is the most obvious one. But you can’t go far with just aesthetics; you need to know the technical aspects of it too. The different techniques, metals, stones and so on. It is with that knowledge that you are able to manipulate the mundane into something exciting.
You! What distinguishes your jewellery from others?
S.R: Our special stones are not found in the local market, and the intricate hand work, tiny details in every piece is what makes our product stand out.
You! What challenges do you face as a jewellery designer?
S.R: The struggle to retain copyrights for my designs has always been a challenge because our market excels in copying and spoofing original products. There isn’t much I can do about that except to remain steadfast in my efforts. Besides, jewellery designers like other designers have in recent years mushroomed uncontrollably. While that is a good thing in some ways, it still has its fair share of issues.
You! Which jewellery designers have influenced you?
S.R: I occasionally keep myself updated with top 10 jewellery designers. To name a few Fabergé, Hstern, love the sculptural and architectural designs of David Yurman and delicacy in Van Cleef & Arpels.
You! What type of jewellery do you design for women?
S.R: I design jewellery pieces that make a statement and tell a story. Sonar is focused on bridals, more gold work less stones, more layers with exciting fresh malas. And Zarq is all about nature, energy and flow.
You! What makes your line so special?
S.R: We offer unique and diverse collection, quality, affordability and customer care for life.
You! Do you have an outlet?
S.R: Yes, our studio is in Lahore. And we are stocking in Islamabad, Hyderabad and Faisalabad at the moment.
You! How would you describe your personal style?
S.R: The best way to describe my style is ‘versatile’. I get bored sticking to one style and love to step out of my comfort zone to experiment. My three favourite words in fashion are preppy, rebel, chic.
You! Any plans of expanding your brand?
S.R: Certainly but am not sure when. Of course I would need to consider many aspects before expansions. But I’m definitely open to it.
