For years, the western standard of beauty has overshadowed other cultures. But in recent times, people have called for diversity and standing at the forefront is fifty-year-old Farah Ghatala. Together with her jewelry company Wasee Jewels, Farah has created pieces to showcase the beauty in other cultures.
Farah Ghatala is a Pakistani-American who created Wasee Jewels from the comforts of her own home in 2016. Witnessing the fashion industry’s lack of diversity, she decided to work towards a movement that celebrated inclusivity by showcasing beauty in other cultures. At the age of fifty, Farah started to learn how to make jewelry, picking up the craft of her own accord.
Utilizing her training from the Academy of Arts University San Francisco, Farah created the first pieces of Wasee Jewels with her goal to promote diversity. She could incorporate her understanding of culture from her background in art history, giving her a winning edge as she moved forward with her advocacy.
The result established Wasee Jewels as a company specializing in handcrafted artistic pieces of jewelry that merged historical, conceptual art with contemporary art. Farah’s works are carefully designed to showcase the beauty each culture brings to the fray. She is one of the only creators who utilize sustainable methods to produce her one-of-a-kind jewelry.
Wasee Jewels strives to go beyond the jewelry industry’s norms and provide the marginalized with a platform where they can speak and showcase their own beauty. Farah places her creations on people who do not fit the western standards of beauty and show her audience that they are just as beautiful. Additionally, the pieces she creates are tailored to her customers’ personalities. Farah makes it a rule to understand what her customers want and design it according to their desire. She believes that their satisfaction is the best way to approach fashion.
Since its inception, Wasee Jewels has been making waves in the industry. The company’s dedication to its craft and willingness to stand by its rules and methodology has put Wasee Jewels in a league of its own. Their products are distinctive and inimitable. People who try to replicate end up producing inferior and defective results. Wasee Jewels also stays ahead of their competitors with the research and work they put into each piece. “We want to tell a story with our jewelry and try to convey it in a way that many have described as enchanting,” Farah explained, “What we are doing is ambitious, but that is what separates Wasee Jewels from other creators.”
The company’s vision and jewelry have garnered them a strong reputation. Farah’s works have been carried into red carpet events like the Cannes Film Festival and the Grammys. Celebrities like Jhene Aiko and Tabitha Brown have also adorned her pieces for photoshoots and music videos.
With her works getting more recognition each year, Farah Ghatala hopes that Wasee Jewels becomes recognizable in public, competing with Chanel, Gucci, and other companies that comply with the eurocentric beauty standard. She foresees her company becoming prominent within America and using its success to give back to the communities.