Ava and Azar was founded by Soophia Foroughi who handcrafts one-of-a-kind statement earrings inspired by Persia – one half of her heritage. Ava & Azar work with zero-waste materials and gold vermeil to create lightweight, comfortable and unique jewellery, while keeping sustainability in mind.
Who or what inspires you and your products?
I draw inspiration from the incredible architecture, landscapes and colour palettes of Persia. My father is from Tehran, so I visited family frequently as a child and have some beautifully vivid memories. It’s difficult to visit now because of the political climate, but drawing inspiration from Persian imagery allows for me to celebrate the incredible history and beauty, and feel more connected to my Iranian heritage.
When did you start your business?
Ava and Azar is a my pandemic baby! I founded the business back in July 2020. I’m also a professional actress, and was performing in a theatre contract in the West End (The Prince of Egypt, Dominion Theatre) when Covid threw us all into lockdown. Our show closed for 18 months, and I started making jewellery during the first lockdown as a therapeutic ‘hobby’, and as a way to stay creative. Ava and Azar evolved very organically during this time -in hindsight, Ava and Azar would never have been discovered if it wasn’t for this time; it was kind of serendipitous! I still perform, but try to choose work that enables me to continue Ava and Azar alongside it when possible.
How did you start your business?
It was never a plan to start a small business, but with the encouragement of friends and family who thought I had a good eye for making jewellery, I started the business from the ground up while I was unable to work in my theatre contract.
How did you choose the name of your business?
I wanted to connect my Persian heritage to the name of my brand – ‘Ava’ and ‘Azar’ are both Persian names; ‘Ava’ meaning sweet, voice, bird-like; and ‘Azar’ meaning bold, and fire – I loved the juxtaposition behind the name meanings, and thought it was a good representation of the jewellery I make – beautiful, yet bold!
Once I had the names in my head, I couldn’t get them out! It just felt ‘right’.
What do you enjoy most about the creative process?
I love making from instinct. So most of the time when I create jewellery, I’ll go with what my mind is telling me to create in that moment, and to not plan too much – I strive for my creations to feel completely unique to the person wearing them! I love to make jewellery that is unusual but also feels like wearable art.
What is the biggest challenge you've faced as a small business owner?
I think the biggest challenge is trying to spin all the plates effectively – I’m still a ‘one-woman band’, so to speak! The challenge of never having enough time is always there. But saying that, I do love being behind everything I do, as the challenge is what spurs me on! It also feels authentic to be a part of every process.
Where do you make your products?
I’ve just moved into my very own studio – for the past four years, I’ve been working and making from home – the opportunity to apply for a studio space near to my home came up a couple of months ago, and I literally got the keys last week! It’s already a game-changer – being able to separate home life from work feels so important, and I hope that the studio allows me to continue to grow as a brand in a creative space and be even more productive.
What does a typical working day look like?
It can vary depending on the day – if I’m not exhibiting at an event, then it usually involves making jewellery in some form, admin, sourcing materials, marketing – the plate spinning is real!
At the moment, it’s lots of DIY for getting my new space ready to work in! Again, I’m hoping that my new studio space will allow for a better balance and better day-to-day planning.
What tip (or tips) would you give anyone looking to start a small creative business?
Find a way to make your brand as authentically you as possible. Ava and Azar feels like an extension of myself – my creations are a way of expressing myself in jewellery-form, and it’s actually the most creative I’ve ever felt. And hang in there! They will be days that are more challenging than others, but the good days and positive, encouraging feedback make it SO worth it.
And also branding! I think branding is incredibly important – it should be cohesive with what you’re selling and draw people in – it’s the first impression you give to your potential customer so make it count.
Shop Ava and Azar at the Country Living Christmas Market this November for a thoughtful gift, or to treat yourself!