In the world of jewelry and jewelry, the term wearable jewelry is a word that we may have heard less; But the use of wearable jewelry is not a new issue. Many Iranian tribes from the past to the prese wore their ornames on their clothes due to the use of large and heavy jewelry; As far as their ornames were seen as a part of the clothes. Unfortunately, in rece years, due to the supply of jewelry and ornames with foreign designs in the Iranian market, the elemes, traditional motifs and handicrafts of our coury have been forgotten, and these wearable jewelry have less demand among customers.
But in the meaime, artists and craftsmen like Yasan Tala brandare still ierested in recreating the traditional jewelry of our coury and have made efforts in this direction.
In this ierview, Mrs. Farshte Rostamian – the daughter of Yasan Tala brand spokesperson – as the artistic director of this luxury brand, told us about the goals of Yasan Tala company in designing collections and their experiences.
The course of coe in this ierview:
- A correct definition of the word jewelry
- The reason for the formation and purpose of Yasan Tala
- A brief definition of Baloch women’s ornames
- Inspired by traditional Iranian jewelry in the Yasan Tala brand
- Inspired by the art of gold embroidery in jewelry design
What is jewelry?
“Corary to the general public’s opinion, who use the word jewelry for precious stones such as diamonds, diamonds, and emeralds; This definition is completely wrong. In fact, the meaning of the word JEWELERY is decorative objects that are worn on your clothes or body. They are usually made of precious metals such as gold and silver and are sometimes accompanied by precious stones.
At the beginning of the conversation with Mrs. Rostamian, she meioned the correct definition of the word jewelry as a necessary and importa poi for those ierested in the jewelry industry and closet audiences.
Biography of Yasan Tala jewelry manager and designer
Mrs. Fershte Rostamian, the daughter of Professor Mahmoud Rostamian – one of the lasting faces of the coury’s gold industry – immigrated to America for their children’s education in 2006. Due to his birth and growth in a religious family, his consta concern has been to leave a positive and lasting impact in life. Based on this attitude, they made good use of their years of emigration and studied theology. The sense of patriotism and belonging to Iran made them return to Iran after 10 years despite the comforts in America. After returning to Iran, together with their father and brothers, they decided to promote their family business and nurtured their ideals – creating employme and changing the traditional structure of gold making io a modern industry.
Choosing the name Yasan Tala to design Iranian jewelry
Yasaala is an old and famous name that is run by the Rostamian family. This Esfahani family expresses their brand naming philosophy as follows:
“Yasan in old Iranian books means gods, pure, honesty and righteousness. These ierpretations are completely consiste with the special value that God has given to the precious metal of gold.
But what is the mission and concern of this long-standing brand in Iran’s gold industry?
The main concern of Yasan Tala is to preserve the culture and traditional jewelry of Iran
In differe parts of Iran, especially in villages and regions such as Sistan and Baluchistan, the traditional arts of rural communities have fallen from economic prosperity due to the mechanization of industries. As a result of this incide, many handicrafts and artistic products have been forgotten. In rece years, many artists from differe parts of Iran have tried to recreate the artistic and historical values ​​of regions such as Sistan and Baluchistan and have made a lot of efforts in this way. Ms. Fereshte Rostamian is one of the concerned artists who explains about her activities as follows:
“Due to my father’s 70 years of activity as an artisan in Iran’s gold industry, he was always upset that valuable Iranian handicrafts, especially the traditional jewelry of our coury, have been neglected for years. This concern has been the foundation of his great goal, which is to preserve and revive the native crafts and arts of the coury in the field of goldsmithing.
The father’s concern, along with Ms. Rostamian’s ierest in Iranian ideity and their taste and tale in design, led to the preseation of Baloch Collection It was inspired by the native art of Iran. Also with Shahrabano collection They have paid tribute to their family background.
A brief description of the traditional ornames of Baloch women
Before going to Yasan brand Baloch collection; It is better to have a brief overview of the history of Baloch women’s jewelry and its iroduction.
The use of ornames in Iranian tribes, in addition to the ornameal aspect of the body and clothing, has been a sign of the social, economic and religious status of people. For example, the use of ornames among the women of Sistan and Baluchistan has a long history; So that the city of Sokhteh, which is five thousand years old, was one of the importa ceers of jewelry making in ancie Iran. These ornames were sometimes so heavy and big that women wore them like clothes. In addition to self-decoration, Baloch women’s jewelry also has religious roots – as eye sight – and for this purpose, they used the combination of gold and turquoise stone (the symbol of the scarred eye in Iran).
If you are ierested in the topic of using jewelry as an eye scar, read the article Can we survive using eye jewelry? take a look
Wearable jewelry inspired by traditional Iranian jewelry in Yasan style
With a review of the history of clothing and ornames of Iranian peoples, the use of large ornames and the combination of jewelry with clothes can be seen; Why did you choose the inspiration and recreation of Baloch ornames?
Mrs. Rostamian answered this question as follows:
“In the city of Dubai with people who had Balochi origin; I had a business relationship. In this connection, there is a huge corast between the meality of the deprived areas of Sistan and Baluchistan and the rich people who were still trying to preserve their Baluchi ideity; I felt. Sistan and Baluchistan is one of the culturally rich regions in Iran; But in many ways, it is considered one of the deprived provinces of the coury. In rece years, I met many people who tried to help these deprived areas. This meality arose in me that what is my role as an Iranian? With a lot of research that I did, I found out that in rece years, the needlework and handicrafts of Baluchistan have been inspired and used in many wearable items; But in the gold industry, they have not benefited from this original art.”
In 2017, this erepreneurial lady, inspired by Baloch women’s jewelry, responded to their honorable father’s concern to preserve handicrafts. In this work, he preses his personal ierest in combining jewelry in clothes with a collection of wearable jewelry. YASAALA, a collection called Baloch that includes wearable jewelry; preseed for the first time in Iran’s gold industry. Balloch collection pieces are much larger than the usual sizes for jewelry. These pieces with this size and efficiency have been produced for the first time in Iran’s gold industry. The implemeation of these wearable pieces, which are made of very delicate chains, has been very time-consuming and complicated.
These ornames have many functions and take any shape. “Opera” roll dress can be easily changed and you can use this artistic gem in your style according to your own taste and with any style of dress.
Yasan Goldsmith Company hopes to be able to iroduce the culture and beauty of Baloch art to the people of Iran and the world as much as possible.
Designing traditional jewelry and paying tribute to Shahrabano
Cashmere embroidery is one of the autheic Iranian arts in which valuable fabrics and fibers such as silk, wool, etc. are used. One of the importa features of the art of cashmere embroidery is its combination with other traditional arts of Iran, such as sarmedozi, by which very beautiful and diverse products can be produced. The beginning of cashmere weaving in Iran dates back to the early Safavid period, and Isfahan is the main birthplace of cashmere in Iran. On the original cashmere in Isfahan, with the original silver wire with gold coating, they used to do silver embroidery.
Mrs. Rostamian’s grandmother was very skilled in the art of cashmere embroidery; An art that is also the heritage of their hometown.
“From my childhood, I remember that my grandmother was a faithful woman who was very skilled in the art of cashmere embroidery. He had taught his art to my aus and they used the combination of the art of embroidery and cashmere to decorate their clothes. This topic has always been very ieresting and inspiring to me. When I started working in the gold industry; I decided to be inspired by my grandmother’s art and design a collection with this concept. At Shahrbanu collection, we have been able to prese artistic jewelry inspired by tradition but in accordance with today’s trends by taking a new look at the precious turquoise stone and reviving the Iranian ideity.
Shahrbanu is the name of Mrs. Rostamian’s grandmother, and paying tribute to her family background, preservation of autheicity and ierest in the culture of Iran and the land are among the elemes of the story of Shahrbanu’s collection. This collection has a special spiritual value for them.
As said earlier; Shahrabano’s collection is a combination of cashmere and gold embroidery, using Iranian turquoise stone and gold. The performance of these two autheic Iranian arts with gold metal, which was previously done with very thin threads and wires; It has not been an easy task.
“This pioneering and unique collection that was performed for the first time in Iran; It has been challenging for us and accompanied by many trials and errors. In this collection, we got a lot of help from the weaving art of Iranian women and we had mutual cooperation with these artists. At first, this was not easy due to the difference in the nature of knitting yarn and gold metal; But with perseverance and a lot of effort and by God’s grace, we were able to overcome this problem. Working with women weavers and using their art during the implemeation process of the Shahrabano collection was very beneficial for us, and it was also a differe experience for their fledgling business.
After the initial ideation of the collection and going through the challenges, the Yasaala collection has preseed a handmade collection in the high jewelry category using very thin and delicate chains and benefiting from the art of hand weaving. Unique and rare jewels that have not been performed in Iran so far.
“They wa us to be like everyone else”
At the end of the conversation, we talked about the audience and customers of jewelry in the Iranian market. They expressed dissatisfaction and explained as follows:
About 70% of our customers are Iranians abroad who are fans and ierested in Iranian art. These people, due to living in differe cultures and comparing Iran with other couries in the field of valuing traditional culture and art, place more value on the coury’s handicrafts.
He further said: “Unfortunately, there is a consumerist view of gold in the Iranian market. The domestic audience’s view of gold is not an artistic and traditional view. Still, customers are looking for famous designs and brands of jewelry in the market, which is very bad for our handicrafts and traditional crafts.
In the future, we hope for the handicrafts and traditional arts of our coury, as well as for the artists who try to keep these arts alive; Pay special atteion.
