A deep dive into Aamina Latheef’s journey with Layaz Jewellery

4 Mar

In this interview, Aamina Latheef, a Sri Lankan entrepreneur based in New Zealand, shares her inspiring journey from being an English teacher to founding Layaz, a premium jewellery brand rooted in storytelling and timeless elegance. With a passion for fine jewellery and a legacy of craftsmanship spanning three generations, Aamina delves into the essence of Layaz, highlighting its commitment to personal expression, quality, and ethical practices.

Tell us a little about yourself and your background.

I am a passionate entrepreneur originally from Sri Lanka and now based in New Zealand. My journey has been anything but linear; I transitioned from being an English teacher, a career I deeply loved, to pursuing my dream of creating a premium jewellery brand, Layaz. I am also a creative at heart who loves travel, fitness, and connecting with like-minded individuals.

Tell us about your journey to founding Layaz and what inspired you to venture into the premium jewellery industry.

Layaz was born out of my lifelong fascination with fine jewellery and the stories gemstones carry. Jewellery has always been more than an accessory to me – it is a personal expression of memories and milestones.

With encouragement from my husband, who represents a generational legacy of jewellers and who co-founded Layaz with me, I took the leap to create a brand that would blend timeless elegance with personal storytelling.

What does the name ‘Layaz’ signify and how does it reflect your brand’s identity?

The name ‘Layaz’ is a deeply meaningful blend of our family names, symbolising the unity, legacy, and love that form the foundation of the brand. It embodies the inspiration and support that brought Layaz to life and reflects our dedication to creating timeless pieces with profound personal significance.

Were there any pivotal moments or challenges that shaped the creation of Layaz?

One pivotal moment was participating in our first expo just three months after launching Layaz. It was an intense yet rewarding experience that pushed me out of my comfort zone and allowed the brand to gain recognition. Seeing people connect with the pieces and hearing their stories reaffirmed my belief in the vision behind Layaz.

What sets Layaz apart in the competitive premium jewellery market?

Layaz embodies a legacy of expertise refined over three generations, uniquely positioning us to deliver exceptional craftsmanship. With a profound understanding of the jewellery industry, we are adept at catering to a diverse range of client needs, bringing even the most unique stories to life.

We also take pride in providing faster completion times compared to many jewellers in New Zealand, ensuring a seamless and efficient experience without compromising on quality. This harmonious blend of heritage, expertise, and unwavering commitment to excellence is what truly sets us apart.

How would you define the essence of Layaz’s jewellery and is there a specific story or theme your designs aim to tell?

The essence of Layaz’s jewellery lies in our tagline – ‘To sparkle your story’. Each piece is crafted to celebrate our clients’ unique journeys, milestones, and memories. It is not about us – it is about them. Our designs are tailored to reflect their individuality, ensuring that every piece carries a deeply personal and meaningful story.

Can you walk us through your creative process when designing a new collection?

At Layaz, we do not follow a traditional collection-based approach. Instead, we specialise in creating custom bespoke designs tailored to our clients’ individual needs. The process begins with understanding their vision, whether it is a milestone they want to commemorate or a unique personal story they wish to express through jewellery.

From there, we collaborate closely with them, sketching out designs and selecting the finest materials to bring their ideas to life in a truly one-of-a-kind piece. Every design is made with careful attention to detail and a focus on personal meaning.

What challenges did you face as a woman entrepreneur in the luxury space and how did you overcome them?

As both a woman and a person of colour in the luxury space, there were certainly moments where I had to navigate challenges related to representation and gaining credibility.

However, I have been fortunate to experience a warm, welcoming, and supportive community here in New Zealand. The encouragement from fellow entrepreneurs, mentors, and clients has been invaluable in overcoming any obstacles.

By staying authentic to my vision and focusing on the quality and craftsmanship of our jewellery, I have been able to build a brand that resonates with people, regardless of background or identity. The support I have received has been a reminder that when you stay true to your purpose, the right people will rally behind you.

How do you ensure the quality and craftsmanship of Layaz Jewellery?

Quality is non-negotiable at Layaz. Our team consists of highly skilled artisans who are deeply invested in the creation of every piece. They bring years of experience and a strong passion for their craft, ensuring that each design is crafted with meticulous care and attention to detail.

From the sourcing of the finest materials to the handcrafting process, we oversee every step internally, ensuring consistency and excellence. We value the skill and dedication of our team, and their expertise is what allows us to create jewellery that truly reflects our commitment to quality and lasting beauty.

Sustainability and ethical practices are increasingly important in the jewellery industry. How does Layaz incorporate these values?

At Layaz, sustainability and ethical practices are integral to our business. We closely align our standards with the UN Kimberley Process, which ensures that the diamonds we source are conflict-free, supporting our commitment to responsible sourcing.

Beyond that, we prioritise the use of ethically mined gemstones and materials from small to medium-sized suppliers, ensuring that our supply chain aligns with the highest ethical standards.

We also emphasise the importance of longevity in design, creating pieces that are meant to be cherished for generations. Our artisans work with care and dedication to create timeless jewellery that not only tells a story but also respects the environment and the communities involved in its creation.

What advice would you give to aspiring entrepreneurs looking to make their mark in the luxury industry?

To anyone considering stepping into any industry, my biggest piece of advice is to just start. The self-doubt is real and it will always be there, but you cannot let it hold you back. There will be moments when you question yourself, your vision, or if you are good enough – trust me, it is completely normal. It never really goes away, but you learn to move forward despite it.

The key is to stay true to your passion and focus on what you want to create. Progress comes through action, and every step you take, no matter how small, gets you closer to your dream. If you are passionate about something, let that fuel you, and take that first step – even if you are unsure. It is about embracing the journey, learning along the way, and trusting that you will figure it out as you go.

Published Date: 02/02/2025