March 14, 2020

Avizeh is about representing the diversity of Afghanistan

Avizeh is about representing the diversity of Afghanistan

I am the founder of Avizeh, a UK-based company providing ethnic afghan jewelry and traditional afghan clothing.

Avizehs presence on social media is very important for the growth and exposure of the company and its values. With an online platform of dozens of thousands of followers on our social media account, we are able to share the creativity of Afghan traditional clothing and jewelry to the world.

Avizeh for me was accidental and although I loved clothes, fashion I actually didn’t see myself working in fashion.

This may sound strange, but I never was a social media person and was actually forced in to opening a Facebook account at university by my friends. Till this day I find it amusing because I was one of those people who would just have a quote for a profile pic and never myself. I guess you could have defined me as introvert online presence at the time.

Before Avizeh I wanted to be a psychologist so I could help people. That’s what I am passionate about helping and serving people who are underprivileged. Avizeh for me was accidental and although I loved clothes, fashion I actually didn’t see myself working in fashion.

The reason that I stuck with Avizeh is because I was able to transform Avizeh  from not only being about fashion and jewelry but to also become a platform that empowers Afghanistan, Afghan women and Afghans.

Avizeh is not only about selling ethnic jewelries and clothing, but its also about the story behind every piece I create. For example, I did this Afghan Brides Campaign to celebrate the diverse tribes in Afghanistan. I had models posing in beautiful ethnic jewelries and clothes from various tribes.  I also made two campaign videos, one raising  awareness on domestic violence and another about Afghan refugees, to support the refugee crisis foundation.

What is something people don't know behind the creation of Avizeh?

That I do everything except for photography. On set I have 5 different roles like designing, managing, marketing, styling, creative direction sometimes even makeup. I used to think in the beginning that all designers do everything but that is so not the case. I was actually enlightened by a photographer who told me I was special and multifaceted. That’s when the misconception was cleared to me, but I still don’t see it as a big deal.

Any advice for  beginners on how to pick the perfect authentic jewelry?

It depends on your style, whether you’re a minimalist or maximalist. If you’re a minimalist I would suggest you go for rings, earrings or small chokers. However, if your maximalist then you should definitely go for the long chokers. I would also suggest not to be afraid to try a headpiece. It suits every face and would completely transform your look.

Marina Khan, Influenser, fashion stylist and founder of Avizeh