Sheida Farrokhi discovered her artistic talent as a child, creating sculptures and paintings with remarkable creativity. Her skills evolved further when she designed and carefully tailored unique dresses during her teens.

Growing up in a family deeply rooted in fine jewelry, Sheida developed an innovative vision for design. As a fourth-generation jeweler, she spent her childhood in her father’s jewelry studio, playing with gemstones, sketching, and learning the intricacies of jewelry production and business.

After earning her BS in Computer Engineering in 2007, Sheida chose to follow her passion and join the family business. She relocated to New York, the heart of haute couture, where she studied jewelry design, diamond identification, colored stones, and pearl grading at the Gemological Institute of America.

She continued her training in Los Angeles, refining her skills in wax carving, metalsmithing, and stone setting. In 2009, she leveraged her academic knowledge and hands-on experience to launch her custom line of sophisticated, chic women’s jewelry.

Sheida established her business in the United States after relocating to Houston, Texas in 2020. Her collections are inspired by arts, architecture, and geometric shapes, blending heritage with modern elegance.

Committed to giving back, Sheida actively collaborates with charitable organizations, contributing a portion of her sales to support children in need. Her work has received editorial recognition from leading publications, including Vogue, Glamour, and Elle.