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It\u2019s quite an accomplishment for a jewelry brand to live on for over 100 years \u2014 and another to continue to evolve and grow. But that\u2019s exactly what the iconic brand Aaron Basha has been able to do, passing from generation to generation and now in the capable hands of Regine Basha.<\/p>\n
It all began in 1908 in Iraq, where Basha\u2019s grandmother \u2014 also named Regine \u2014 defied societal norms in a male-dominated industry. \u201cMy grandmother was probably the only women entrepreneur in the country at the time,\u201d says Basha. \u201cShe started off as a wedding dress designer and women who came in also wanted jewelry for the wedding day so she started making jewelry.\u201d<\/p>\n
The elder Basha quickly figured out that jewelry was more profitable and she had a knack for it \u2014 and the brand was born. With a keen eye for design and an entrepreneurial spirit, she not only crafted exquisite pieces but also opened a shop in Baghdad, catering to royaltyand becoming an influential figure in the country\u2019s business landscape. It also became a family affair, with Basha\u2019s father, Aaron, pitching in. \u201cMy dad\u2019s first apprentice job was making cufflinks for the king,\u201d Basha reveals.<\/p>\n
Amidst the turbulence of WWII, the family faced adversity as anti-Jewish sentiments took hold in Baghdad. In a daring move, Basha\u2019s grandmother strapped jewelry to each of her five children and sent them, one by one, across the border to Iran, escaping potential persecution.<\/p>\n
\u201cMy father was 14 years old,\u201d says Basha. \u201cHe went at night and attempted to cross the border, but he was caught by police, and they almost killed him.\u201d He charmed the officers by giving them all the jewels he was smuggling. This act of courage and quick thinking ultimately led the family to Israel, where they rebuilt their lives.<\/p>\n
Basha\u2019s father, the visionary behind the eponymous line, continued the family legacy, opening a store in Tel Aviv while later expanding to Montreal, London, and finally New York City, where a flagship location stood on Madison Avenue. The brand\u2019s global ascent reached its zenith in the 1990s when the iconic baby shoe charm became a household phenomenon, synonymous with style and luxury. \u201cIn 1996, 1997, the Aaron Basha baby shoe charm took off and became a household name,\u201d says Basha. \u201cIt became a household thing. Every mom and grandma who was stylish and wealthy had a baby shoe.\u201d<\/p>\n
A humble mom-and-pop shop transformed into a global brand under her father\u2019s stewardship; now 91, he was 60 years old when the brand finally boomed, adding a wholesale arm along with the brick-and-mortar locations. Basha grew up in the business while a teen in NYC. \u201cI went to the store every day after school,\u201d she says.<\/p>\n
As fashion trends shifted, so did the landscape of Aaron Basha. With the changing times, Basha\u2019s father decided to scale back the business, including the closure of the physical locations. However, Basha couldn\u2019t fathom letting go of the brand that held her family\u2019s legacy. \u201cThe business was his baby, but I couldn\u2019t reconcile that we would let the brand go,\u201d explains Basha. \u201cI knew the potential and how much we invested including time and energy.\u201d<\/p>\n
In a bold move during the challenging times of March 2020, Basha expressed her desire to take over the reins. \u201cHe said \u2018OK, show me what you got.\u2019\u201d<\/p>\n
Basha maintained the original Aaron Basha line while designing her own pieces. Regine for Aaron Basha became a manifestation of her vision \u2013 a brand rooted in self-love, universal love, and recognizing one\u2019s power. The brand aims to evolve holistically, extending beyond jewelry into retreats and experiences centered around self-love.<\/p>\n
Simultaneously, Basha envisions the iconic Aaron Basha\u2019s baby shoe charm available in maternity wards globally, engraved on the day of a child\u2019s birth. As Regine for Aaron Basha continues to weave its legacy, Basha envisions a future where her jewelry becomes a source of empowerment, a reminder of individual strength and the profound emotional connections that make life meaningful.<\/p>\n
\u201cWith both lines, it\u2019s all about love,\u201d says Basha. \u201cFor Aaron Basha, it\u2019s family love; for Regine it\u2019s about self-love and universal love. My end goal is to make people feel good. If that\u2019s through a piece of jewelry that connects people to their power or something colorful that makes people smile, then I consider that a success.\u201d<\/p>\n","protected":false},"author":42712,"featured_media":86956,"template":"","format":"standard","categories":[6939,17,6591,16],"yoast_head":"\n