Sarina Raftari
Bio
Founder of Khalifat Jewellery | Luxury brand creator & HR strategist | Writing about identity, culture, emeralds & women's leadership in the Middle East.
Stories (3)
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Your Face is Your Brand: Why Personal Presence Beats Personal Logo
At first, I thought building a brand just meant having a good logo and maybe choosing the right gold foil for packaging. When I started my jewelry business, I spent way too much time on colors, fonts, and shiny boxes — because I truly believed that’s what people would notice.
By Sarina Raftari6 months ago in Humans
From ‘May I Help You?’ to ‘I Remember You’: The Psychology of Personal Memory in Luxury Retail Sales
I’ve never really thought of my customers as “customers.” To me, they were people I connected with—sometimes over a favorite gemstone, sometimes over a shared love for emeralds, and sometimes, simply over a story. One conversation often turned into another, and before long, these so-called transactions transformed into friendships. Most of my clients didn’t just buy from me—they introduced their sisters, their best friends, even their neighbors. They sent me messages during Nowruz, or during Eid al-Fitr, and I replied with just as much warmth. It wasn’t business. It was something far more personal.
By Sarina Raftari7 months ago in Humans
Wearing My Worth in Emerald and Grit
I never needed luxury to feel worthy — I was born into it. My childhood wasn’t a lesson in scarcity; it was a lesson in elegance. I remember my mother’s emerald ring — not just because it glittered in the afternoon light, but because of the way she moved when she wore it. There was a kind of language in her hands, in the quiet certainty of someone who doesn’t ask for permission to be seen. That’s where my love for jewelry began — not from longing, but from inheritance. Not material, but emotional.
By Sarina Raftari8 months ago in Humans
