Zahira Fine Jewellery creates expressive and exquisite high-end jewellery. Their original designs are crafted with the highest quality gold and rare gemstones. Their passion is designing unique and imaginative bespoke creations for their most discerning clients and it’s a brand that has caught our eye here at House of Coco.
Here, we chat to Emi Stames the creative director behind the brand...
When did you launch the brand and what was the reason behind it?
My sister Nina and I launched Zahira Fine Jewellery in 2015. We grew up around jewellery since my father was in the business, so its something we have always been passionate about and knew its what we wanted to pursue as our career.
Whats your background?
I am half Thai and half American, based in Bangkok Thailand where I worked as an entertainer and fashion model before I decided to pursue my passion in Jewellery.
How many people are involved in the company and what are their roles?
My sister Nina and I are the two co-owners. She is the lead designer and a Graduate Gemologist and I am the Creative Director. I’m running the business end. We source gemstones together and both work closely with our customers and are both hands on in our factory during the production phases of our jewellery.
If you could start over with the business, would you do anything differently?
Nothing. We’ve made mistakes a long the way, but I have learned so much. You can’t grow until you learn. There is no easy way to success, so you are meant to learn lessons along the way. You just keep working on it and evolving from there.
What is the hardest challenge you have faced since you started the company?
I would say getting our brand in front of the right audience. There is so much competition in the jewellery business and it take a long time to build up your network, especially for the high end products we deliver. The best way is to grow it organically and find quality clientele. Good things take time.
Tell us one fact about you that people wouldn’t know?
I love to cook. BUT I love eating more.
2019 is almost here, where do you plan on taking the brand?
We will be mostly focusing on building up our private clients network through various high end events around the world with a few collaborations in between. It’s been a really great year for us, and i’m looking forward to seeing where else it takes us.
To date, what has been the highlight since launching?
Its been a really great year for us as we started as a brand based in Bangkok,Thailand. The highlight for us so far is being internationally recognised by various media and high fashion magazines. We’ve been featured in Rolls Royce’s (RREC) “The Pursuit of Excellence 2018” and major magazines like BRITISH VOGUE, TATLER, VANITY FAIR, BRIDES. It’s all the magazines I grew up with, paging through all the beautiful glossiness! Never did I think our jewellery would be in it one day.
Which city do you feel most at home in, London, Paris or New York?
I love London. I’ve spent the last few summers there and have really grown to love the city. I have a lot of good friends there as well, so it makes it even more pleasurable.
Three beauty products you can’t leave the house without?
In my purse you will always find concealer, lipstick and perfume!
Whatever makes YOU feel good. For me comfort is number one!
Best thing about London to you?
I love that London is a melting pot of people from all over the world. You’re never short of an inte esting conversation. There is a distinct style and sophistication to the people in the city you don’t find anywhere else.
Statement shoe or statement bag?
That is a tough one! But I would have to say bag. I’m a practical girl and comfort comes first when your running all over the place like me everyday. I always have a huge bag with tons of stuff in it.
If you had to, what piece of clothing from your wardrobe would you wear everyday?
Definitely my jeans. I’m always on the go, and its easy to match with a great top.
Favourite love song?
I’m a sucker for old school RnB. “ I Wanna Know” from JOE is one of my favourites, it never gets old.
Most memorable piece of advice given to you?
Don’t try to be too good or too bad. Always walk the middle line, because life is about balance.
Chocolate. I eat it almost everyday!
If you could spent 24 hours in anywhere in the world, where would it be?
I’ve been fortunate enough to see so much of the world already, but the place that I would love to go for 24 hours is Norway to see the Northern Lights. While i’m there I also want to play with the Huskies because I’m obsessed with them.
In future, how do you plan on expanding the company?
Since we specialise in bespoke creations, our focus now is growing our private clients network around the globe. It’s important for us to be able to work closely with each customer ourselves so we can deliver a very special and high quality product to them. We wont take on more than my sister Nina and I can personally handle ourselves. We want to be able to give our clients time and the focus they deserve.
Where can people find out more? (website/social media)