In a world where fashion has become more than just clothing – it's a statement, a narrative, and a reflection of values – YAMIN emerges as a shining example of a brand that combines aesthetics with a meaningful story. Founded by Huma and Vikram Hazarika, the jewellery brand takes inspiration from the strong legacy of their late mother, Yamin Hazarika, who was a trailblazer in the realm of women's rights and social justice.
YAMIN is more than just an accessory brand; it's a testament to the power of heritage, compassion, and the pursuit of justice. In an exclusive interview with the founders, Huma and Vikram Hazarika, the origins and philosophy of YAMIN were unveiled, shedding light on how the brand came to be and the deep-rooted values that shape its identity.
A Legacy of Empowerment and Inclusion
Huma and Vikram's mother, Yamin Hazarika, was a force to be reckoned with in her own right. As the first woman police officer from the Northeastern region of Assam, India, she blazed a trail through the male-dominated landscape of law enforcement. Her dedication to championing women's rights, particularly in the face of issues like dowry deaths and crimes against women, left an indelible mark on her children's lives. "Growing up, we were always in awe of her," Vikram recalls, reminiscing about journalists and news crews frequenting their home due to their mother's groundbreaking work.
The story of Yamin Hazarika's remarkable journey became the cornerstone of YAMIN. The brand is named in her honour, encapsulating not only her legacy but also her values of empowerment and inclusion. Yamin, meaning 'towards right' in Hebrew and Urdu, perfectly aligns with the brand's commitment to fostering positive change and standing on the right side of history.
A Fusion of Passion and Aesthetics
Huma Hazarika's background in fashion journalism and PR, coupled with Vikram's experience in fashion design and communication, provided the ideal synergy for creating YAMIN. Huma's passion for animals and her commitment to rescuing them led her to Goa, where she now lives with her 10 rescue dogs. The idea of launching a label that combined her love for animals with her fashion sensibilities began to take shape.
The brand's debut collection, titled "Good Juju," draws inspiration from symbols of good luck, protection, and positive energy. The scarab and the evil eye, resonating with ancient Egyptian traditions, found their way into the designs, adding layers of meaning to the pieces. Their mum's affinity for silver jewellery, paired with Huma's desire to bring a touch of her mother's elegance to the collection, led to the incorporation of elements that echo the jewellery her mother adorned.
From Concept to Creation: A Labor of Love
The journey from conceptualization to execution was a meticulous one for YAMIN. Huma's determination to ensure lightweight and wearable pieces, combined with a focus on ethical and sustainable craftsmanship, resulted in a collection that marries style with social responsibility. The jewellery is crafted from 18-carat gold-plated brass, featuring freshwater pearls and intricately designed enamelling work.
Vikram's creative direction played a pivotal role in the branding process, marrying Indian aesthetics with modern sensibilities and presenting it the right way through social media and marketing. The brand's commitment to slow fashion and limited releases is a deliberate departure from the disposable nature of fast fashion. By offering timeless pieces, YAMIN seeks to encourage a shift towards mindful and conscious consumption.
A Name, A Mission, A Lifestyle
YAMIN's commitment to meaningful change goes beyond its jewellery designs. Ten percent of the brand's proceeds are dedicated to "Yamin Gives Back," an initiative rooted in Huma's love for animals. Having spent years rescuing and caring for animals in need, she saw an opportunity to leverage the brand's platform to support her passion. The initiative aids in providing medical care and assistance to animals in distress, ensuring that compassion remains at the heart of YAMIN's mission.
Looking ahead, YAMIN envisions expanding its horizons. While the debut collection focuses on jewellery, the brand aspires to evolve into a lifestyle label, with clothing and accessories on the horizon. The founders' dedication to building a community and promoting conversations aligns with their mother's commitment to justice and equality.
In a world often characterised by trends and fleeting styles, YAMIN stands as a beacon of purpose-driven design. By drawing inspiration from a remarkable woman and weaving her legacy into their creations, Huma and Vikram Hazarika have given birth to a brand that not only adorns but empowers and inspires. YAMIN is an ode to their mother's unwavering spirit and a reminder that fashion, at its core, is something that can catalyse change.
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