The designer discusses launching her company and California dreaming.

Sheeva Moshiri is the philanthropic designer behind Sheeva jewellery. She talks to Professional Jeweller about being a young entrepreneur, the Sheeva aesthetic and the importance of team work.

Professional Jeweller: Tell us about Sheeva – how did the brand start?
Sheeva Moshiri: I’m always looking for unique and unusual pieces of jewellery; I would buy one off pieces from quirky little shops in Spain, Italy and France. Jewellery is very personal. After having completed my studies at Central Saint Martins and London College of Fashion, I started designing pieces for private clients. Those around me were quite drawn to my gothic, rock ‘n’ roll style. I began working on my first collection last year completing it a year on and then decided to launch my very own jewellery line.


PJ: What kind of jewellery do you make and how do you set yourself apart from other brands?
SM: Sheeva is quite edgy bohemian with a rock’n’roll twist, daring but sophisticated and unique. All my pieces are handmade here in London; core pieces of which are made using sterling silver and black or white sapphires with additional selected key pieces in white gold with diamonds. The gloves and cuffs are made with the finest French lace, crocodile and python skins with sterling silver accents. There’s a lot of black in my collections as it emphasises the gothic inspiration used to create such pieces, and I also offer a bespoke service for my clients.

Professional Jeweller: As a designer, where do you source your inspiration?
SM: When it comes to fashion and jewellery, I’m lured by spirituality, rock’n’roll, bohemian culture and all things gothic. I have many different characters which all reflect in my work: there’s the hippie Sheeva, the elegant and sophisticated girl, the business woman, the tom boy, the rebel and the subtle goth to name a few. Halloween has always been my favourite time of year and so I think this is reflected in my designs too.

Professional Jeweller: What has been your biggest learning curve to date, launching a new jewellery brand in the UK?
SM: I researched the market extensively prior to taking this step to launching my own line. The market is so competitive with so many talented designers and so I realised the key was to ensure that my product is special and unique. I also have a great relationship with my team; they have been a driving force for me – helping me with every detail along the journey. I couldn’t have got to where I am now without such an amazing, passionate and hardworking team. Their support has been key to achieving my goals. Together we are able to enhance one another’s creativity and produce a brand that’s strong and daring.

Professional Jeweller: Where do you hope to take the brand in the next year?
SM: I am very excited that Sheeva launched exclusively at Wolf & Badger in Dover Street on May 1 as well as on my website Moving forwards, my goal for the next year is to first establish myself here in the UK in exclusive boutiques, then Europe and LA. My dream is to take the brand to Los Angeles, a childhood place of mine where I have very fond memories.

Professional Jeweller: Finally, who do you see as the brand’s target customer, and why?

SM: Strong, glamorous and independent people, who aren’t afraid to push boundaries and experiment with fashion. Eva Longoria is a client and she embodies this spirit.

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