ayesha runs one of the most beautiful jewelry companies i’ve ever seen, and every piece is absolutely stunning and full of intention. i love following her journey on social media, and you will too!
tell me a little bit about yourself (where you’re from, age, etc).
i am a 33 year old mixed race (of south asian, arab, persian, and european descent) jewelry designer. i was born in london, and lived in pakistan until i was 7, then my mom, sister and i moved to america. we lived all over the north east coast, before I moved to spain for a few years and eventually california. my husband and i have lived in la for almost 6 years, and are getting ready for a very exciting move back to nyc.
tell me a bit more about your brand/company.
born from the name ayesha (my name), meaning "she who lives," elle qui vit explores notions of the divine feminine through the ages. mystical and symbolic adornments tell the stories of womanhood, celebrating our history, art, culture, wisdom, beauty, spirituality and intuition.
made in los angeles with a deep sense of integrity, each piece of jewelry is created with recycled metals, ethically sourced natural stones and hand-fused glass gems. along with inspired collections, elle qui vit specializes in custom commissions for distinctive pieces of fine jewelry, including engagement rings and wedding bands.
what does social media mean to you?
i see social media as a tool of connection. it’s an incredible way to connect people, resources, ideas and so much more.
do you see social media as more positive or negative?
i think social media is really a double-edged sword. as mentioned, it’s a great tool of connection, and also provides space for everyone to use their voice, from the individual to the group to the business or platform, it allows us to put ourselves out there and be seen in a very public way. on the other hand, due to this exposure, social media has also created an environment of “copy cating.” and, at times, it can perpetuate a false sense of authenticity, unhealthy comparisons, wasted time and anxiety.
i’d say overall, it’s all how you use it and how you allow it to use you.
what do you do that brings you joy?
so much! through the year we had, i have been more attuned to bringing joy into everything i do, rather than finding separate time for joy. i find so much joy in elle qui vit, from research, to creation, to storytelling, to connecting with customers and followers. outside of that, reading incessantly, watching films on the criterion channel, dreaming, gift giving, singing and dancing, cooking and baking, spending quality time with my husband, talking to friends and family, going on long walks, meditating, stargazing and watering my plants fill me with joy. oh, and also a really great bath.
what’s your outlet?
i’ve been doing a lot of really deep inner work over the past few years, including different forms of therapy, meditation, and self reflection, and found that the deeper in i go, the more i accept, and resolve and release, the more it becomes my outlet. i crave self growth and despite how difficult it can be, i find a lot of comfort, rest and freedom in it.
what’s your favorite instagram account to follow?
@heroinejournal, dori & roux have created the most magical platform, every single post speaks to me in a way that makes me think THIS is what social media is for.