Behind the Artistry

What makes a designer’s jewelry intriguing to others is often the slight glimpse it provides into the creator’s mind. Many jewelry artists have developed something of a voice through their collections – allowing jewelry enthusiasts to recognize a designer’s work even before seeing the brand stamp inside the piece. That’s certainly to be lauded. But taking a step further, there’ll come a day when we yearn to understand more about the artist behind such shimmering pieces. Designer jewelry reveals just enough clues to prod us to uncover more about the creator of such unique items.

A Person Behind the Brand

Behind every daring gemstone combination, behind every exciting jewelry type, behind the expert skill displayed in a couture piece – there is a person. Someone put their vision into transforming an abstract idea into a reality.

Walk this Way

This might be what jewelry buffs encounter when viewing the work of YAEL Designs founder, Yehouda Saketkhou. Like many other artists, his journey to becoming a jewelry designer was anything but a straight path. Originally from Tehran, Iran, Saketkhou immigrated to the US some 37 years ago. But he envisioned another life for himself as a boy. “I wanted to become a pilot,” he recalls of his younger self’s ambition. But strong motivational drive was in his heart early on. By the time he was 12, he was forming a keen work ethic at a summer job in a local pharmacy.

Who Dreamed that Dream?

But something struck a chord with him while working at his uncle’s retail stores back home. He recalls it playing a pivotal role in his vision for designing jewelry, which he began at age 18. “I was working with clients who were looking for things that were not available in other stores.”

Today, at YAEL Designs, based in San Francisco, CA he dreams up pieces that are “not available in other stores” for his own clientele. “When I saw that I could bring a smile to someone’s face when they receive something I created, it’s the most satisfying and fulfilling experience.” The jewelry resonates with a story that collectors want to hear.  That satisfaction is long lived as it turns out, “knowing that I create wearable art that can be passed on from generation to generation.”

A Good Start

The earliest work from his studio turned out to be somewhat prophetic. His first commissioned piece was a custom-made replica of Elvis Presley’s ring and pendant that said “TCB” [Taking Care of Business]. Saketkhou has been taking care of business ever since. But as other entrepreneurs can attest, creating one’s own brand is not without risks. He recalls questioning his decision to be a designer, “five years after YAEL started, because of the financial challenges I had to face.” But loyal collectors are glad that he persevered.

He got past those early rough spots in a big way. To date, he’s amassed 6 AGTA Spectrum Awards, 3 Instore Design Awards, and 23 JCK Jeweler’s Choice Awards – and counting.

With all the pieces YAEL Designs has turned out through the years, one might assume he would run out of new ideas – or experience a logjam in the inspiration department. When that happens, then what? Based in a city of wonderful diversity and beauty, he claims there’s an easy remedy for creator’s block. “I go out for walks, visit museums or art galleries. At night I like to listen to music, and dance.”

Then he’s ready to start again. “What inspires me is knowing how much people enjoy my jewelry,” he confides. “I feel a sense of fulfillment seeing people smile and enjoy my jewelry.”

2nd Gen Designers

These days, there’s new talent brewing in the YAEL studio. Young children have an innate curiosity about what their parents do, and his two little ones are no exception. “My daughter Darina is 8, and my son Michael is 5,” Saketkhou explains. “They are very interested in gemstones and jewelry, so I think there is a possibility they will pursue it.”

Children whose imaginations are nurtured can soar to heights their parents only dreamt of. “I will guide them, and teach them, but I will not push them too much into it. I want them to want it for themselves.” So he stands back and quietly observes their burgeoning interest. “When my kids come into the office, my daughter designs pieces that she wants to see come to life, while my son designs pieces he wants for himself.”

Reflections and Vision

After so many years in the business, there is time to reflect on both his successes and the challenges along the way. “I have been creating jewelry for many years, and I honestly don’t think there is one stone I have yet to work with.” Still he’s got ideas that are aching to be realized. But Saketkhou confesses he doesn’t want to think about the final piece of his career. “I do not want to think about making my last piece of jewelry, I love creating too much. I would like to think my last piece of jewelry will be an innovative and unique piece.”

Who hasn’t imagined what we would say to our younger selves when we first embarked on our journey through life? And what on earth would he tell his younger self just starting out in this field? “Keep your head above it all, take it one day at a time, have a long term plan, and pursue it. Life is like a yo-yo, one day you are up, and the next you are down.”

Saketkhou understands that these days for a designer to succeed, they need to wear many hats. It’s an ethos to embrace, rather than flee from. “Yes, it has taught me to learn a lot about every aspect of the business, not just designing.”

Parting Shot

Maybe someone reading this story is ready to take that next step – and could use some internal wisdom to propel them toward their goal. What would Saketkhou wish for a young designer to hear in their head?

“Stop looking at others and listen to the voice inside you. Pay attention to your dreams. Find what inspires you and follow the voice inside you.”

Anything else? “Close your eyes and imagine.”