Soul Purpose: Exploring Symbolism with Tanya Farah Fine Jewelry

On a recent trip to New York, I had the pleasure of meeting Tanya Farah, the founder and CEO of Tanya Farah Fine Jewelry, who graciously gave me a tour of her signature collections while simultaneously preparing for a residency at Bergdorf Goodman. This high-profile opportunity at one of New York’s most iconic department stores couldn’t have come at a better time for the brand, which is celebrating 25 years of soulful, personality-infused jewellery in 2025. Here, I’d like to tell you more about Tanya, the spirit of her business, and the collections that have shaped a quarter of a century in jewellery design…

Imagine you’re the visionary behind an established fine jewellery brand and you’re hosting a pop-up show at Neiman Marcus, the more than 100-year-old American department store. Someone walks in, falls in love with a specific style of pendant in your collection, and then proceeds to purchase that piece in five colourways. When I met Tanya in Manhattan, New York, she had just one of these popular pendants remaining in her possession, largely because it was awaiting GIA certification for its fire opal heart. Stories like this indicate how successful Tanya Farah Fine Jewelry has been over the last 25 years and how collectable its pieces have become. All are deeply symbolic, full of meaning and tethered by a message of female empowerment, not just in the present day but throughout history.

The pathway by which people find themselves in the realm of fine jewellery is a source of endless fascination to me. As the daughter of Persian Iraqi immigrants, Tanya arrived in the United States at the age of 14 and swiftly embraced all the educational opportunities that she could. She completed a PhD in organisational psychology and began consulting Fortune 500 companies. To the outside world, this appeared like the pinnacle of success. However, Tanya could feel herself rebelling against the corporate world and searching for something more meaningful. Jewellery, as it turned out, was the art form that spoke to her soul, perhaps, she explains, because of her family’s history of preserving and protecting gold as they were forced to move countries and establish new lives away from danger and revolution.

The brand’s 25th anniversary presence at Bergdorf Goodman began on September 30 and will continue until October 27, 2025. Select pieces from Tanya’s design repertoire are featured in store, including her signature Tree of Life and Kissing Butterflies collections, all crafted in satin-finished 18k yellow gold. Visitors will also see a selection of charm necklaces featuring chunky hearts, daisies, and elephants, all of which have a strong feminine message behind them. In fact, hearing Tanya tell the stories behind the iconic symbols in her collection, from eggs to pomegranates, was one of the highlights of my recent trip to New York. Each one is different, but they all fall under an umbrella of female empowerment, growth, metamorphosis and evolution, which is no doubt what attracts so many passionate collectors. This isn’t just gold adornment, it’s wearable storytelling that reminds a woman who she is, where her power lies, and how much she is appreciated.

The Tree of Life collection is an important place to start, because it is one of Tanya’s most quintessential ranges. It is inspired by the story of Eve, the world’s first woman, which is expressed through sizeable golden medallions, cuff bracelets, rings and earrings that are delicately dusted with diamonds. Although she is typically perceived as the embodiment of sin, this bejewelled version of Eve is framed differently, as an unlikely heroine responsible for injecting knowledge and newness into the world. Within her garden are pomegranates, bees and butterflies – more signatures of Tanya Farah Fine Jewelry – to demonstrate the abundance of Mother Nature.

On the flip side, there is a thread of history woven through Tanya’s collections. My favourites are the Modern Etruscan collection, inspired by ancient civilisations, and the Empowerment collection, which draws from the Suffragette movement (1903 to 1914) and more loosely the Persian Green Movement (2009-2010). Pieces are set with original Edwardian pennies, engraved with the words ‘Votes for Women’.

It turns out that these coins were a useful way of spreading messages when verbal protesting was banned, so they’ve now been given a new lease on life with diamonds and gold. The collection also taps into the traditional Suffragette colours, including white pearls for purity, purple gems for freedom and green for courage.

Returning to the natural world, it would be impossible to discuss the design evolution of Tanya Farah over the last 25 years without mentioning butterflies. To the designer, these winged insects are reflective of her personal journey and, more broadly, the metamorphosis of women from childhood to adulthood. “I always say that butterflies are symbols of women because, as we evolve through life, we become a better and more beautiful version of ourselves,” Tanya tells me. “Plus, when my grandma passed away, she came to me in butterflies. I truly believe that they are spiritual animals.” The Kissing Butterflies collection launched in 2024, incorporating pendants, charms, chunky necklaces, bracelets, earrings, and rings in 18k gold and diamonds.

Wherever there is a new motif, there is a story. Like the Jasmine Bloom collection and its floral blooms of diamonds and coloured stones (inspired by Tanya’s childhood adventures on the Caspian sea), the Majestic Elephants collection that celebrates female elephants taking care of the herd, and the Seahorse motif that recognises how male seahorses can give birth to thousands of babies at a time. During our conversation, Tanya and I touched on the purity of daisies, the symbolism of eggs and how they can serve as beautiful keepsake lockets, and the energy of a sunburst that promotes optimism.

With the Bergdorf Goodman showcase in full swing and a 25th anniversary to celebrate, there is no better time to explore the deeper meaning behind Tanya Farah Fine Jewelry. I appreciate the fact that her signature style is not diminutive or designed for ‘blending in’. There might not be super-sized gemstones, but the wealth of brushed yellow gold, the intensity of the motifs and their underlying meaning is like wearing chapters of a book on the body. As a woman of the world, I like the idea that my jewellery will start a conversation, perhaps telling a stranger a little bit about me before I open my mouth. What better way to communicate?!