I grew up in the Middle East, surrounded by women who wore their gold like second skin. I still remember the soft jingle of my grandmother’s bangles as she moved through the house, and the quiet pride with which my mother passed down her heirloom pieces. Each one held a story — of resilience, celebration, and love. They weren’t just ornaments. They were memory, legacy, and tradition — passed from hand to hand, heart to heart.

In Indian culture, gold has always been more than adornment. It’s a symbol of continuity, a way to mark life’s milestones, from births to weddings to new beginnings. It often speaks the words we don’t always know how to say.

When I moved to North America, I was struck by how distant that version of gold felt here. Everything I found was either wildly overpriced or compromised on quality, flimsy plating, inflated markups, and no real connection to meaning. I couldn’t find jewelry that felt both personal and permanent, the way gold had always been in my life.

That gap is what led me to start Zikr.

This brand was born from a deep desire to honor where I come from, while carving out a space for myself — as a woman, as a creative, and as a founder in an industry that hasn’t always made room for voices like mine. I wanted to create something that held space for both softness and strength. Jewelry that felt meaningful, durable, and unapologetically ours.

I created Zikr to make gold feel familiar again. Solid, beautiful, and accessible, without cutting corners on quality or craftsmanship. Jewelry you can wear every day, live with, and one day pass on, just like the pieces I grew up with.

Zikr means remembrance.

And that’s what every piece is — a memory in gold, made to last.