The world of jewelry is vast and diverse, boasting a rich history that transcends cultures and continents. In Iran, the tradition of adorning oneself with substantial and weighty jewelry is deeply ingrained in the cultural fabric, often seen as an extension of one’s attire. However, the influx of foreign-designed jewelry into the Iranian market in recent years has led to a decline in the demand for traditional wearable ornaments.
Despite this ongoing trend, there are artisans and craftsmen dedicated to preserving and revitalizing traditional Iranian jewelry. One such example is Yasan Gold, led by the creative force Ms. Fereshte Rostamian, the daughter and sister of the brand’s founders.
Unveiling Jewelry:
Contrary to common belief, the term “jewelry” encompasses more than just precious gems like pearls, diamonds, and emeralds. Jewelry includes ornamental pieces worn on clothing or the body, typically made from valuable metals like gold and silver, sometimes embellished with precious stones.
The Tale of Yasan Gold:
Yasan Gold is a prestigious brand managed by the Rostamian family. The name Yasan, derived from ancient Iranian texts, signifies divinity, purity, integrity, and righteousness, reflecting the esteemed importance attributed to gold. The brand’s main goal revolves around preserving traditional culture and jewelry in Iran.
Influences from Traditional Iranian Jewelry:
The brand takes inspiration from traditional Iranian and Baluchi motifs. Baluchi women’s jewelry, apart from its decorative purpose, held religious significance, often functioning as protective talismans. Some pieces were so substantial and heavy that women wore them like garments.
Yasan Gold has skillfully revived these traditional designs in their Baloch collection. The pieces in this collection exceed the usual jewelry dimensions, representing a pioneering step in the Iranian gold industry.
Safeguarding Handicrafts and Traditional Arts:
Termeh weaving, a native Iranian art form, serves as another source of inspiration for Yasan Gold. This art, involving the use of luxurious fabrics and fibers like silk and wool, originated in Iran during the early Safavid period. Yasan Gold’s Shahrbano collection, honoring Mrs. Rostamian’s grandmother, combines embroidery and Sermeh Dozi, incorporating Iranian turquoise stones and gold.
The Prospects of Traditional Jewelry in Iran:
Around 70% of Yasan Gold’s customer base consists of Iranians living abroad who appreciate traditional culture and craftsmanship. However, a consumerist attitude towards gold dominates the Iranian market, with customers often favoring modern gold and jewelry trends and brands. This preference has negatively impacted the country’s handicrafts and traditional industries.
Despite these challenges, Yasan Gold remains hopeful about the future and continues its mission to uphold traditional arts. The brand serves as a testament to the enduring charm of traditional Iranian jewelry and the importance of preserving cultural heritage.