{"id":284322,"date":"2020-11-16T15:21:28","date_gmt":"2020-11-16T18:21:28","guid":{"rendered":"https:\/\/anba.com.br\/?p=284322"},"modified":"2020-11-16T15:21:28","modified_gmt":"2020-11-16T18:21:28","slug":"saudi-jewelry-brand-established-1907-straddles-new-and-old","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/saudi-jewelry-brand-established-1907-straddles-new-and-old\/","title":{"rendered":"Saudi jewelry brand established 1907 straddles new and old"},"content":{"rendered":"

S\u00e3o Paulo \u2013 The Farsi family of Saudi Arabia have been passionate about jewelry for over a century now, said 34-year-old Nasser Farsi (pictured above<\/em>), who\u2019s currently running the family\u2019s business interests. Established 1907, Farsi is one of the oldest jewelry brands in the country. It has stayed in business throughout the years by combining classic features with the new styles that shoppers are after.<\/p>\n

In an interview with Arab News<\/a>,\u00a0Nasser traced back the company\u2019s steps. Farsi was established by Nasser\u2019s great-grandfather Mohamed Farsi. It handles all steps of manufacturing with a distinctive local touch. Nasser is part of the fourth generation running the business \u2013 his father and grandfather also worked as jewelers.<\/p>\n

New technologies and shifting customer demands have led the brand to adapt, and Nasser\u2019s father\u2019s approach which made sense during the 1970s, no longer applies. \u201cEvery business needs to adapt throughout the years,\u201d he said<\/p>\n

\"\"<\/a>
Jewelry by Farsi, of Saudi Arabia<\/figcaption><\/figure>\n

Nasser learned the ropes from family, but he also studied under some of the best gemologists in the world. He completed a master\u2019s in Finance in the United States. \u201cI wanted to have managerial skills to be both the jeweler and the one operating the business,\u201d he said. \u00a0In his younger days, Nasser had to pay for everything he wanted by working in the shop. Now that he\u2019s inherited the family business, Farsi wants to make his mark.<\/p>\n

Pearls were the mainstay of the brand early on, Arab News<\/em> reported. Eventually, diamonds were added and finer metalworking came into play, allowing for the lighter, more delicate designs favored by customers these days. Heavier gold items seem to be going out of style.<\/p>\n

In spite of shifting consumer tastes and techniques, Nasser strives to retain the spirit and the essence of traditional Arab design. In 2015, he launched his own Nasser Farsi collection, primarily targeting men. \u201cIt started as a hobby,\u201d he said.<\/p>\n

\u201cI turned Arabic calligraphy into jewelry pieces. I have some iconic designs that people can recognize, mainly men\u2019s bracelets. I started designing for women as well, but being a man I wanted something that I could use and I found this gap in the market.\u201d He is concerned with putting out timeless items: We care about the quality of the stones and the value of the piece, rather than push a simple design that may be worthless in a few years.\u201d<\/p>\n

Nasser embraced old and new, keeping the classics alive as he explores the creative possibilities that change has enabled. The marketplace is fierce, with scores of new designers and product lines coming into play, but being an old, reliable brand is a plus.<\/p>\n

Lockdown measures wrought by the coronavirus pandemic have forced stores shut across the country, and wedding celebrations have been cancelled. That takes a toll on jewelry sales, and the company had to adapt. \u201cIt\u2019s still not stable, but we are prepared for the worst and working for the best. I do hope I will pass this onto my children.\u201d<\/p>\n

Translated by Gabriel Pomerancblum<\/strong><\/p>\n

Press Release<\/div>\n","protected":false},"excerpt":{"rendered":"

The business is currently run by the Farsi family\u2019s fourth generation. New technologies have enabled lighter, more delicate pieces, and the brand\u2019s longevity sets it apart in a competitive market.<\/p>\n","protected":false},"author":2320,"featured_media":284314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[114],"tags":[11910,18006,18007,6322,11698,9595],"class_list":{"0":"post-284322","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"tag-arabia-saudita-en","9":"tag-farsi","10":"tag-farsi-arabia-saudita","11":"tag-jewelry","12":"tag-joias-ar","13":"tag-saudi-arabia-en"},"wps_subtitle":"The business is currently run by the Farsi family\u2019s fourth generation. New technologies have enabled lighter, more delicate pieces, and the brand\u2019s longevity sets it apart in a competitive market. ","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/284322","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/2320"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=284322"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/284322\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/284314"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=284322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=284322"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=284322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}