How Ian Charms Became One of Dua Lipa’s Favorite Jewelry Brands – WWD

When Lisa Sahakian came upon she would now not be paid additional time at her job, she determined to pursue a aspect hustle to make more cash.

She began making attraction necklaces for her boyfriend, then her buddies and finally her buddies’ buddies.

Although she had no expertise making jewelry — she barely wore a lot of it — Sahakian has discovered success in creating attraction bracelets, necklaces and earrings, a lot of it impressed by humor and popular culture symbols. She determined to name it “Ian Charms,” as an ode to her Armenian heritage, as many Armenian final names finish in “ian.”

“It was so spontaneous. The timing of it was so loopy, as a result of attraction jewelry wasn’t a factor, and it simply occurred proper as I used to be doing it,” Sahakian advised WWD. “I used to be simply making stuff that I might need to put on. Fortunately, our first purchasers had been our buddies and we’d remake theirs thrice, after which we bought the cling of it. We simply had been figuring it out as we went.”

Sahakian, who was born and raised in Los Angeles, slowly began making her attraction jewellery final September, alongside along with her boyfriend, largely creating customized orders for patrons. She would publish items she made on Instagram and promote them through the app.

Ultimately, her designs landed on the radar of Put up Malone’s stylist, although the rapper by no means ended up sporting the piece she made for him. However Ian Charms caught the attention of one other outstanding title in Lorenzo Posocco, who kinds Dua Lipa. So Sahakian ended up creating not one customized necklace for the British singer, however a number of, together with one with a pendant of her canine.

“I labored along with her stylist to make her all these customs and he or she simply wore them each few days and posted a narrative thanking me,” Sahakian stated. “In order that was what actually made it take off. She does that with so many small companies. I’ve a lot respect for an artist who is aware of what she’s doing and that she’s serving to. So she was so main. Even now when she wears one, I’m simply as excited.”

After Dua Lipa wore her necklace, increasingly celebrities began to don Sahakian’s necklaces and bracelets. Her jewellery has been seen on celebrities like Pete Davidson, Justin and Hailey Bieber, Emma Chamberlain, Madison Beer, Joe Jonas, Sophie Turner, Lorde and, most just lately, Olivia Rodrigo in her music video for “Brutal.”

Sahakian’s jewellery boasts coloration and enjoyable, distinctive charms paying homage to the early 2000s, in addition to pendants with figures well-known in popular culture. A few of these embrace Kris Jenner, Robert Pattinson, Lil Nas X and even Decide Judy. Her principal supply of inspiration is predicated on what she would personally put on and “what’s going on in popular culture that [they] discover actually humorous.”

“Having a way of irony and humor is tremendous essential. So these little pendants that we do, I believe these undoubtedly made us stand aside,” Sahakian stated. “Something that we discovered humorous…even the impartial items, I really feel like I needed to virtually make up for it being impartial by being rather a lot crazier and having very unusual beads on it, like enamel or no matter.”

In February, Sahakian finally stop her job as a growth assistant within the leisure business to work on Ian Charms full time. To this point, the corporate’s two full-time staff have been herself and her boyfriend, although they’ve just a few part-time staff as effectively.

In March, she additionally closed down her inquiries for customized jewellery since they started to pile up and he or she needed to make amends for three months value of orders, which was one of many greater challenges they confronted as a enterprise.

“I can’t make customs for everybody, so we needed to shut them down,” Sahakian stated. “However it’s form of particular, as a result of all the things is proscribed version, basically. When it sells out, it doesn’t usually restock and if you’d like it, get it when it’s accessible.”

Sahakian remains to be attempting to navigate the logistics of managing Ian Charms, particularly when working with others to make sure they don’t reap the benefits of a small enterprise.

Ian Charms nonetheless drops new items each Friday at midday PT, however they have a tendency to promote out inside hours. Subsequent month, Sahakian is setting her sights on engaged on attire.

“I believe that the advantage of having no thought what you’re doing is that we don’t actually put limits on it. So we’re nonetheless determining a model voice and all the things,” Sahakian stated. “We’ve talked about doing homeware or collaborating with artists or manufacturers that we expect are actually cool and match the aesthetic. We’re actually open to something, however I do assume clothes will probably be a extremely large a part of it and jewellery will all the time keep an enormous a part of it, for certain.”

Wanting forward, Sahakian hopes to proceed making enjoyable “kooky” jewellery and keep true to creating designs which might be humorous and related to popular culture.

“I all the time need folks to really feel like they’re in on the joke. I really feel like there’s lots of people that wouldn’t get the humorousness and that’s OK, it’s not for everybody,” Sahakian stated. “We need to hold it tremendous curated and all the time restricted version. We by no means actually need to make it for the plenty. I believe it’s all the time going to be our guiding mild.”


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