nna Wintour, vogues editor once said, “Jewelry is the most uplifting thing a woman can own,” and that statement is definitely true. When it comes to jewelry, it’s all about rhythm and fluidity that captures the essence and sensuality of a woman. There are some timeless and classic pieces of jewelry that every jewelry box should contain. However, that doesn’t mean you don’t invest in pieces that enhance your personality and add punch to your overall look.
Designing exquisite ornaments is definitely not an easy task; there are a lot of complexities involved when creating them. However, Nabiha Yousuf is one of those jewelry designers who has a penchant for creating stunning designs that will cause a stir. She is the brain behind Moushe, a London-based sustainable jewelry brand with roots in Pakistan. Earlier this month, the jewelry brand made its way across the world and launched in Pakistan.
After completing her studies in Canada and Europe and getting married to a British Iranian, Nabiha was delightfully exposed to different cultures and various art forms. And that’s what inspired her to articulate out-of-the-box jewelry ideas. According to the talented designer, her intrinsic creative core, combined with her background in business, allowed Nabiha to express herself through her jewelry. Speaking about her design inspiration, she shares, “Inspired by art and nature’s perfection, my style of execution evolves with my need to perfect the creations I put my heart and mind into.” She adds, “It’s the limitless scope of research and development possible in jewelry design that continues to inspire me.”
So how did she venture into jewelry design? The designer reveals that getting out of her comfort zone to design and develop new concepts while exploring the possibilities of all things creative really excites her. “Being able to combine that with my love for fashion accessories such as shoes, handbags and jewelry is where I find the most joy. I think personal style is about wearing whatever accessory you want. in a way that makes it your own, without allowing your accessories to wear you down,” she adds.
For Nabiha, creating jewelry was an essential path. “The sole purpose of jewelry is to enhance one’s appearance or the best way to express one’s love. I believe jewelry is a celebration of love in all its forms, and all forms of love begin with love. self-love. Therefore, I dived deep into the multi-layered and detailed world of jewelry and started exploring the centuries-old gold jewelry market in my hometown, Karachi,” she explains.
As for when she launched her Moushe brand, the designer shares that her jewelry brand was launched in the UK in June 2021. And exactly one year later, she launched the brand in Pakistan. In such a short time, they have successfully launched five collections – Bee My Honey, Moushe Love, Serpentine, Celestial Dreams and their signature collection, the Wheel of Fortune.
What sets Moushe apart from other jewelry brands is its durability factor and the fact that each design is handcrafted and made to order. “Each design is my unique creation. The process begins with a sketch, which is then created graphically and then produced in wax. Additionally, Moushe is built on five strong pillars – individuality, playfulness, femininity, luxury and mindfulness. It makes our jewelry brand stand out from the crowd,” she explains. Moushe offers unorthodox jewelry for the modern individual, created exclusively for those who want to make an impact the moment they walk into the room.
Additionally, she claims that once she began to better understand the design and creation process, her inspiration grew from there. Nabiha began experimenting with concepts, drawing inspiration from simple mechanical tools such as nuts and bolts. The designer then toyed with the idea of personalization but in a completely different direction unlike the common existing ideas of jewelry engraving to make them stand out.
When it comes to sustainability, they make sure to avoid excessive waste of material, energy and labor as they just customize their own designs. Other than that, each Moushe piece can be worn in multiple styles, and then there’s the packaging which is recycled and recyclable. The brand only uses paper and the boxes are also handmade.
As for future plans, Moushe is currently an e-commerce brand available in over 25 countries, but they plan to open physical stores for the foreseeable future. And we couldn’t be more excited.