San Francisco-based designer Shermineh Gane of Talāyee, which means "Golden" in Farsi, passionately honors her cultural heritage through her brand by creating handcrafted bespoke jewelry that gently nods to Ancient Persian tradition and designs.
Q+A
What inspired you to start your business?
Becoming a jeweler and a business owner is not something I had planned for myself 10 or more years ago! I have always loved jewelry and have been a dedicated collector and a hobbyist maker. In 2020, while everyone was trying their hand at making sourdough, I dove in deep on upleveling my goldsmithing skillset. I was inspired to create a collection that was really reflective of my heritage, while also tackling the world of really dainty and fragile fine jewelry. I'd been craving adding more hefty contemporary pieces into my personal collection, so when I couldn't find it, I made it! Then friends wanted their own pieces. Then strangers... so Talāyee was born! Talāyee translates to "golden" from Farsi, and so it felt like the perfect name that encompasses the pieces I like to create- gold heavy jewelry that is inspired by my culture and heritage. The collection has an antique/well worn feel to it, showcases a lot of fun and colorful gemstones, and is meant to be worn daily.
How would you describe your customers? What do you think sets your brand apart for them?
think I would describe my target or ideal customer as someone who is curious! Someone who appreciates learning new things, the slow intention of handmade art, and loves bold colorful pieces. I think the jewelry world is so vast, so whenat sets Talāyee apaprt is that I love creating a dialogue with customers and potential customers. Sometimes that dialogue has ended up with me creating some really fabulous pieces for people. I'm super small scale so when someone is chatting with the brand, they are chatting with me 100% of the time. I think that is a newer experience for people who may be used to bigger brand experiences or online DTC brands. In addition to that, when it comes to my designs, I really want people to know and feel that it's handmade, so you're not going to be getting something that is machine-made perfect. You'll be getting something that has my figurative fingerprint on it.
What are some of the key products/styles offered by Hew and what makes them unique?
I really value the texture and weight of metals and the inspiration from my heritage, so I would say there are a few keyproducts that feel unique to Talāyee and really special to me. The first is the Persepolis collection, which is a series of one of a kind pendants that features a three tier design, an organic matte finish, and a unique gemstone. The design was inspired by the ancient ruins found in modern day Iran, and I want the person who wears a Persepolis to feel like they themselves dug the piece up from an archaeological dig. Plan to see the Persepolis collection grow in 2025! I'd say the second would be a series of rings within the collection. A personal pet peeve of mine is when rings are hollowed out. To me, there's nothing worse that having water trapped under your rings after washing your hands, and so it's a personal philosophy of mine to have all of my rings be solid, while not sacrificing scale and design intrigue. Pieces like the Forma II, the Plateau, and the Laleh are solid and weighty but don't sacrifice dimension and design. I play with height and shapes with these rings, and the weight of them feels incredibly comforting and luxurious- perfect for daily wear!
Can you describe your personal connection to your brand and how it reflects your values and passions?
My connection with jewelry started out when I was very young. Within my Persian heritage, jewelry, and mainly higher karat gold, is a cultural pillar, so even as a child I was exposed to and taught about fine jewelry. My mom and aunts began a collection of pieces for me before I was even born so that I had jewelry that connected to my story. Outside of that, like most little girls, I would spend a lot of time playing in my mom’s jewelry box– which she was not a fan of! I would spend hours trying on and playing around with her pieces. I was fascinated with both the construction of jewelry and with the gemstones used. The fascination with gemstones continued throughout my childhood, young adulthood, and to this day. I remember collecting rocks and crystals, and reading and learning all about rocks, minerals, and gems. I feel like all of those elements came together as I started experimenting and making my own jewelry. With Talāyee it is important to me to honor my Persian heritage and my roots, while also creating beautiful pieces that anyone can enjoy for a lifetime- kind of creating their own personal story like my mom and aunts did for me.
What are some of the prominent sustainability initiatives or practices that you prioritize during your production process?
Sustainability is a word that is used so much across the jewelry landscape and so it's important for me to share the specific ways in which I try to keep my business sustainable. First, and probably most obvious is that I'm mainly a made-to-order business. That means I don't hold onto excess inventory, and that the pieces are made once someone purchases something. It does require patience from customers to get their piece, but I appreciate the slow consumption of it all. Second is that I try to use recycled materials as often as possible. When it comes to the gold and silver I use, it's mainly post-consumer recycled metals, meaning it's refined from previously owned jewelry. I also try to use deadstock or reclaimed gemstones as often as I can with my designs, which is why there is a limited number or one of one for my gemstone pieces. Both of these practices means I don't rely as much on new mining which for the most part can be harmful to the environment and to the communities where the mining happens. In the future I'd love to incorporate Fairmined Gold to the collection, which is a more ethical option for when I do need to rely on non post-consumer recycled gold. And finally, within my studio I try to use more environmentally friendly chemicals and materials, like the pickle I use to clean up your peices after I solder them. If I can't use environmentally friendly chemicals, I make sure to dispose of them properly so that I'm not putting our waterways at risk from the disposal. It's certainly not perfect or 100% sustainable, but I'm always continuing to push for more.
