When people think of fashion, they usually think of clothes – dresses, tops, pants and suits. A University of Georgia student puts more emphasis elsewhere: props.
Inspired by the evil eye symbol, Yasmin Rahimi, a senior fashion merchandising major at Marietta, launched her own jewelry brand, It’s Surtout Lucky, in September 2018. She is also the founder and creator of Couture for Charity, which was started early. from 2013.
“I’ve always thought jewelry was interesting because it’s underrated,” Rahimi said. “It’s actually a very big part of fashion and it’s super cool.”
Fade in and out of fashion
Growing up, Rahimi’s dream was to become an architect. She was heavily inspired by New England-style buildings in Boston, and she started drawing houses at the age of 10.
However, after watching her first documentary Coco Chanel on Lifetime, Rahimi immediately fell in love with fashion.
“I was so inspired that [Coco] turned her whole life into something completely different, ”said Rahimi. “I immediately started a design journal and wrote everything down. I sketched everything out and thought of names for different brands and shops.
Despite her interest in fashion, Rahimi’s desire to work in the industry waned in high school. She came from a family of doctors, which led her to believe that fashion design was not a logical path to take. However, she quickly rediscovered the fashion route and soon created Couture for Charity.
“One of our very close family friends was battling breast cancer at the time for about nine years, so I wanted to make one. [mission of mine] to use fashion for something good, ”said Rahimi.
Couture for Charity, as the name suggests, consists of fashion shows and silent auctions for charity. To date, Couture for Charity has raised over $ 70,000 for breast cancer initiatives in just two fashion shows, one in 2013 and one in 2017. Rahimi hopes to host another fashion show in fall 2019 .
A transition in the business from clothing to jewelry
Rahimi was first drawn to jewelry design when she realized that making accessories was a shorter process than designing outfits.
“It takes longer to design a dress, work with a seamstress and choose fabrics …” said Rahimi. “With jewelry, it’s more of an instant kind of gratification because I immediately see what I want to do. I think about it and I do it.
While Rahimi is still actively involved with Couture for Charity, she has taken a heavier hand with It’s Mostly Luck.
The process of creating jewelry involves shopping, deliberating on the combination of charm chains, and handwork to put all the pieces together. Rahimi’s favorite place to shop for Evil Eye charms is on Etsy, where she has established relationships with several online stores.
“I feel like as students we’re supposed to be happy with everything, but it shouldn’t be like that. “
– Yasmin Rahimi, jewelry designer
Her line consists of necklaces, bracelets, earrings and her most recent addition, rings.
“I want the evil eye influence to be on my pieces, but I don’t want charms to be the only focus,” Rahimi said.
Historically and culturally, the evil eye is viewed as a curse that inflicts injury and misfortune on others by its malicious glow. However, when presented as an amulet, the charm is believed to ward off the true evil eye, according to a BBC article. Now the influence of the evil eye can be frequently found in all types of jewelry.
The idea of centering the line around the evil eye arose when one of Rahimi’s best friends went to Greece and brought back an evil eye bracelet as a gift.
“I’m not superstitious, but it felt good to wear [the bracelet]”Rahimi said.” It made me feel protected, and I like that it’s something that can protect you from things like bad luck or jealousy. “
Rahimi places great importance on quality and simplicity, two things she tries to convey through her jewelry. All of its pieces are 16k gold plated so they won’t tarnish.
“Never sacrifice quality for price,” said Rahimi. “I feel like as students we’re supposed to be happy with everything, but it shouldn’t be like that. “
Morgan Nemec, a double major in political science and journalism from Suwanee, has been friends with Rahimi since his freshman year of college and has been a staunch supporter of the jewelry line.
“I bought some pieces of [Rahimi] because I loved the whole concept of the evil eye, and it’s obviously very special to her, so it’s special to me, ”said Nemec. “She’s just a great entrepreneur… and I know she’ll be a great designer wherever she goes.”