Today we’d like to introduce you to Hanniya Aliraza.
Hi Hanniya, please kick things off for us with an introduction to yourself and your story.
Iyana Jewelry Studio is the creative baby of my sister and I. The name of our brand, Iyana, is an amalgamation of both our names. Iya from my name, Hanniya, and Na from Hanna. Iyana also means “With Us” and that’s the ethos of our brand – inclusivity and diversity.
Growing up, we were obsessed with the sparkle of jewels in our mother’s jewelry box. We often found ourselves discussing what changes we would have made had we designed those pieces. Our passion took us to the Gemological Institute of America (GIA) in Thailand to pursue degrees in Gemology and Jewelry Design. Thailand is known as the Gem capital of the world and during our expeditions to the Sapphire and Spinel mines as budding field gemologists, we would constantly search for rough treasures that we could take home and design into jewelry. The process of taking a rough stone, designing and transforming it to a finished piece of jewelry was exciting and rewarding at every level.
The pivotal moment for me was winning the Best Asian Design Award at the Dubai International Jewelry Week. My sister was working for leading luxury giant Damas Jewelry as a New Product Designer and Procurement Specialist and we decided it was time for us to take the plunge and start our own business. And that’s how Iyana was born.
We launched Iyana in Dubai, catering to the Middle East market with Fine Jewelry. A couple of years later, we expanded and created a Fashion Jewelry line in Pakistan. With the success we received from the Asian Market, we worked on expanding our reach and launched in the US in late 2019 in our effort to fulfil our dream of having our jewelry worn and showcased across the world. What started off as a passion developed into a business that we are proud to call our own.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
We have definitely had our share of ups and downs, which every entrepreneur can relate to. We were extremely excited about our launch in the US and got off to a great start by being featured in NY Streetstyle at New York Fashion Week in 2020. We were scheduled to exhibit our jewelry at various Trade and Fashion Shows across the US starting in March 2020. Unfortunately, the World was struck with the Covid-19 pandemic and all our lives were changed forever. That was a very tough time for us both personally and professionally. For Iyana, all our shows either got cancelled or postponed indefinitely. We had to completely change our strategy and move from in-person viewings to being 100% digital. We focused all our energy online, showcasing on Instagram and then creating and launching our US website.
Thanks – so what else should our readers know about Iyana Jewelry Studio USA?
We are a Fashion Jewelry brand that specializes in infusing contemporary modern ideas with traditional timeless designs. Our designs are carefully created and curated to be in line with the latest trends in Jewelry and Fashion. We also create customized pieces for our clients for special events such as weddings, bridal showers, baby announcements, etc. We are extremely proud of the quality and craftsmanship of our pieces and feel that’s what sets us apart from others.
We are extremely proud that most of our first-time clients end up as return customers. That really means a lot to us, personally. We get the same exhilarating feeling we used to get when we were in the mines. Happy clients make us happy!
What sort of changes are you expecting over the next 5-10 years?
The main shift we expect to see in the jewelry industry over the next few years is the transition to digital screens. The Covid-19 pandemic created a downswing on-demand and with retail boutiques remaining shut for long periods of time, the industry suffered declines of 10-15%. We have already begun to see the shift to online platforms and believe the digital space will continue to be the focus of brands in the near future.
Pricing:
- Most of our jewelry is priced within the $40-100 bracket.
- We also have a gift collection which features designs that are within the $25-$30 range.
Contact Info:
- Email: support@iyanajewelry.us
- Website: www.iyanajewelry.us
- Instagram: @iyanajewelrystudio.us
- Facebook: @iyanajewelrystudio.us
