Ventures
A craft practice, a label, and a technology venture. Different disciplines, the same instinct: build the thing properly or do not ship it.
Fashion · Established practice
The label. Handmade Persian accessories in silk velvet with gold and silver Sermeh embroidery, set with onyx, lapis lazuli, quartz, aventurine and serpentine. Nineteen pieces currently in the collection, from $175 to $250.
Everything is made to order in Dubai. Pieces have been worn at Cannes, shown at Dubai Fashion Week, and presented in Milan.
Craft · Ongoing
Beyond the catalogue: bespoke commissions, wedding parties, and one-off pieces built around a specific stone or a specific colour. Bespoke work is taken directly rather than through the store, because it starts with a conversation, not a checkout.
There is also a preservation motive here. Sermeh survives by being practised on things people actually wear — not by being photographed in a museum case. Every commission keeps the technique in active use.
Technology
A separate venture in AI and web engineering: AI agents, machine-learning applications, web development and blockchain work — helping businesses automate and scale.
It sits oddly next to gold thread until you notice the shared premise. Both are about systems that have to be built correctly at the level nobody sees, because that is the level that decides whether the visible part holds up.