Farah Khan Ali admits her love for everything beautiful. And that is the beauty that inspires her continuously to create her extraordinary jewellery. But this multitasker wanted to do more to celebrate the completion of 25 years in the design industry. She wanted to expand her label to a universe of luxe luving. And thus, Farah Khan World was born.
For this, Farah has created a collection of luxurious yet affordable lifestyle products for those who value fine artisanship. “There is a myth that needs to be busted. People associate luxury with steep pricing. I’ve seen it in the case of the jewellery I design as well. Often, people shy away initially thinking that my creations would be too expensive. But once up close, they realise that I do not believe in unaffordable luxury. The same goes with lifestyle products. If you like my creations, you should be able to buy them,” says the designer.
The launch of Farah Khan World seems like an extension of who Farah really is—the artist who lives design in every sense of the word. Growing up in a home where festivals were more about celebrations and great food, the designer clearly remembers her mother, Zarine, dressing up the dining table impeccably. “She made sure everything was perfect—the crockery, the table linen, the napkins, napkin rings, vases, candelabras. I have honed my aesthetics seeing all that. The crockery and other table accessories we have designed is an expression of that,” she says.
The USP of this line is that each luxury lifestyle product is created in-house. The range focuses on bridal gifting, with bejewelled products that reflect the same attention to detail and design flair as her bijouterie. Candle holders with covers showing off diamond encrusted lids, handcrafted bone china crockery that has each piece signed by her, unique incense stick holders and lovely scarves; every piece in the new collection has the mark of opulence Farah’s label is famous for.
“Over the years, I have created a successful jewellery brand through hard work and attention to detail. I have always been egged on by following my heart and code of ethics. When I decided to extend my label to lifestyle accessories, I could have curated a collection. But the designer in me wanted to create products that would talk about my inspirations and tell my story. Things that people would not only like to have in their homes but also gift to their loved ones. Our unique packaging has been done keeping that in mind. Eventually, we want to make bed and bath linen and get into beauty, shoes, bags and eyewear as well. It’s Farah Khan World. So, there will be something for everyone.”
The Cruise Collection narrates Farah’s travel stories from all over the world with unique colour palettes and a bold graphical depiction of her monogram. The bejewelled wearable art collection is a limited edition of scarves with the brand’s choicest jewels. The Bijoux a Plumes (a hand-painted wall plate showing off a peacock with bejewelled feathers, depicted by blue and green gemstones) is an ode to her adoration for birds in nature.
Finding inspiration from almost everywhere (it could be the fall of a woman’s dress, architecture, nature or even a cheerful smile), Farah says she has been able to build up her brand because of the beautiful life she has lived. “I have also learnt from my travels and believe that the journey is the main thing, not the destination. Every moment not lived is every moment lost. That is the story I wanted to tell,” she avers.