Pretty with a Purpose

Yara Tlass, Creative Director of uSfuur Fine Jewelry, talks about being creative, doing what you love, and giving back

Tell us about your business – what inspired the idea and when did you start it?
It’s a fine jewellery brand with a sustainable mission at its heart. With every piece, the brand gives back to help support displaced communities in need. I started it in early 2016 with the aim of spreading a message of hope and peace across different cultures and countries one piece at a time. 

What do you consider to be your greatest personal and professional achievements?
Creating uSfuur has allowed me to combine my passion for art and design and my desire to build a sustainably profitable business. 

What are the keys to creating a profitable business?
I think knowing your ‘why’ – the drivers and motivations behind your business idea – is important because this is what will make your business stand out and help you push through when things get tough. Another key point is consistency and having the discipline to show up and do the work, and lastly having the right strategy, skills, and tools in place to drive the business forward.

What were your biggest business challenges? How did you overcome them?
Finding the right structure to fund my collections and production. Through a process of trial and error, I was able to partner with the right suppliers and third-party retailers.

What advice would you give to the younger generation that might want to follow in your footsteps?
To be true to yourself and do it for the right reasons, not just because it’s a trend or because someone else is doing it. Listen to your customers and learn more about what they really want and adjust accordingly. 

How do you cope with the daily stress of managing your business?
I try to look at the bigger picture and focus on my top priorities for the week or month. This helps me keep things in perspective.

How does social media make you feel in general?
Most of our business is driven by social media. It has kept us in touch with our customers and enabled us to connect with wider audiences.

Do you feel that magazines, brands, and PR agencies lack diversity in this region? Do you feel you are included and represented?
We’ve had some great support from some of the best publications in the region, but I think there should definitely be more diversity and support especially when it comes to including small brands who often rely on media and PR agencies to shed light on their work and story. 

What message would you like to give to women out there?
As women, we’re always told what to do and how to be. I think it’s important to lean into what brings us joy and do what truly makes us happy, and not fall for societal pressures or limiting beliefs. There is no limit to what we can do and achieve especially when we come together and support each other. 

If you look back over your life and career if you were given the opportunity to do anything differently, would you?
I would have asked for help and guidance more, especially from people and mentors who have gone through similar experiences and are experts in their own fields.

Photography: Isabella Reinholdt