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A Story Behind the Brand: Shashi NYC

August 24, 2015

With a concept that derived from their first brand Ruby Kobo, later changed to Ruby Kovo, in 2009 Danna Kobo and Yuvi Alpert got together to create Shashi. Shashi NYC’s jewelry was created in order for everyone to enjoy the same idea of Ruby Kobo, but at a more affordable price.

How They Got Started

In order to get their names out there to a larger demographic, Kobo and Alpert got together to change the price point of their new line Shashi. This line was inspired by the cultures of India, Morocco, Nepal, and Africa.

Both Kobo and Alpert’s backgrounds influenced their designs. Yuvi grew up in California and Tel Aviv, while Danna grew up in Hong Kong and New York, these backgrounds and also different cultures around the globe is what brings the designs of Shashi NYC together.

In an interview, Danna Kobo says that an Indian traditional bracelet called the Rakhi, which is given as a gift to represent the bond between family or friends, inspired her idea for the Shashi bracelets. Creating her own version of the Rakhi, the uniqueness of this design quickly got noticed. She then decided to make more versions of this bracelet and got picked up by retailers.

People loved this new design and now, the collection is sold internationally. Kobo and Alpert are always adding to their collections, with new designs and new colors the line keeps on growing. A perfect gift, these bracelets symbolize friendship, love, and good luck.

source: Pinterest

source: Pinterest

The Shashi Design

Shashi jewelry is all made in the USA, specifically handcrafted in New York. Fun and funky affordable, chic jewelry, Shashi’s collections range from bracelets, necklaces, earrings and rings, which are all thoughtfully designed.

Each collection from Shashi uses a variety of different materials for each piece of jewelry. Materials range from gemstones, sterling silver, 14k plating, crystals, cotton and silk fabrics, custom leathers, gold vermeil beads combine with soft braided cord, and many other different combinations of materials that create a one-of-a-kind look.

source: Pinterest

source: Pinterest

Who Wears Shashi

Shashi jewelry was designed in order to stay chic and stylish but without the expensive price. Their bracelets are easy-to-wear and look best when stacked on your arm like arm candy. So, it is no surprise that many celebrities have been seen wearing Shashi jewelry. Shashi fans include: Taylor Swift, Rihanna, Katy Perry, Rachel Bilson, Alessandra Ambrosio, Doutzen Kroes, Leighton Meester, Shakira, Halle Berry, Lindsay Lohan, Whitney Port, and the list goes on.

source: Pinterest

source: Pinterest

Friendship Bracelets for Adults

Danna Kobo and Yuvi Alpert’s beliefs and spirituality are what drive their brand. Shashi is a line of unique fine jewelry that’s affordable and can be enjoyed by a wide, diverse demographic.

With inspirations coming from different cultures around the globe like India, Morocco, Nepal, and Africa, Shashi is both simple and raw yet sophisticated and elegant. Shashi jewelry can be worn with any style. In each of the collections, you can expect to find inspirations for each design that draws from the American Southwest, California Surfers, Rock & Roll, Parisian Chic, and Bollywood. Handcrafted in New York, every piece in Shashi’s collection is created for a one-of-a-kind look. 

A personalized piece of jewelry, Shashi can be worn day and night. You can choose how it is you want to wear your Shashi jewelry, but here’s a tip, why not wear their bracelets layered with a watch or stacked with other bracelets, or for a more delicate look wear them on their own.

Inspired by an Indian traditional bracelet, Shashi’s funky yet chic jewelry is a design loved by all. Much like the traditions in India, Shashi bracelets are friendship bracelets for adults. With their collection constantly growing, Shashi is filled with different designs and colors to fit any mood.




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