Exclusive Interview with Assya

This month’s Behind the Brand spotlights Assya at The Hour & Bleue. A fine jewellery brand born from a love of Italian craftsmanship and women’s empowerment.

Founder Ninfa believes in the power of individuality and self-expression, crafting each piece as a testament to uniqueness.

In this exclusive interview, she shares the story behind Assya and reveals why St Christopher’s Place holds a special place in her heart.

Where does your passion for jewellery come from?

My passion comes from my mother, wherever we were, whether it was in Italy which is really known for its jewellery or just travelling around the world she would always take us around the stores to look at the different collections, then I would just go home and draw everything I had seen that day.

Why did you choose St Christopher’s Place as your store location?

I literally fell in love the first time I saw St Christopher’s Place. It’s vibrant, I love the people and the outdoor setting even during the winter, and that the boutiques here are unique but luxurious which is perfect for my brand.

What has been your biggest challenge faced as a business owner?

I think especially in the fashion industry, there’s a lot of brands out there so the biggest challenge is to be seen and get in front of customers. That’s why I think it’s important to have a shop, because then I can show the brand front facing, and especially somewhere with good footfall such as St Christopher's place.

What advise would you give to inspiring Entrepreneur’s?

I always say, when launching a business, focus on doing one thing exceptionally well. Stay committed to your vision and avoid the temptation to take on too much at once. Many entrepreneurs try to juggle multiple things early on, but true success comes from mastering your craft first.

What is the meaning behind your brand name?

It all started when I went on a trip to Asia and looked into the meaning of the word, and Assya is actually a name that holds many meanings. It’s very popular in many cultures and signifies strength and healing, and in some cultures is a gift of the God. I just loved the fact that it was a name created by women for women so it all just kind of came together.

How would you describe your brand’s identity and values?

Uniqueness is at the core of what I try to achieve. I think in the jewellery industry especially, everyone tries to do the same sort of thing and follow trends so my main goal is to stand out, so for me femininity and uniqueness are important. Exclusivity is also a big thing for me, so my jewellery can be worn by women of all ages and different backgrounds. I take a lot of inspiration from trips around the world, and also only use small family run workshops in Italy to create the jewellery. Sustainability is at the core as well, only using  metals and gemstones that are approved by fair mind.

Can you share a fun fact about yourself or the brand that people may not know?

A fun fact about myself is that I was actually born on Valentines Day, but I've never received flowers myself on that day in reality.

Watch the interview below to learn more about Assya.