Sana Zafar Khan, the esteemed Founder and Creative Director of AZURE engaged in an exclusive conversation with Instep Magazine, wherein she recounted her inspiring journey from the development sector to following her childhood love for the arts, and pursuing jewelry making. This move was fueled by her involvement with Nani’s (maternal grandmother) private jewelry showcases. With unwavering passion and determination, Sana has successfully channeled her creativity into building the renowned jewelry brand that is AZURE today.

Ever since its launch in May 2019, Sana Z. Khan’s luxury jewelry brand, AZURE, has established itself as one of the leading jewelry brands in Pakistan. With a signature style that is described as “feminine, contemporary, and bold,” Sana Z. Khan showcases the true essence of the brand through her exquisite designs.

Undoubtedly, AZURE’s jewelry pieces are renowned for their artistic design, use of pearls, and sophisticated finesse. However, what truly sets them apart is how contemporary and versatile the pieces are – the range of designs reflects the multidimensionality of individuals today, with a piece to express each aspect.

The credit for AZURE’s remarkable design aesthetic is entirely attributed to the creative director’s exceptional, innate sense of design. This enables her to create each piece to perfection. Sana is involved in each step personally, from design conception to gemstone selection to piece finishing, working with a technically refined artisanal team throughout the process.

When asked what sets AZURE apart from other jewelry brands out there?

“I think one is the fact that we use both sterling silver and gold as well as real gemstones. Also, we don’t compromise on the quality of the materials; and then there is the design element.”

“I think that truly versatile design sets Azure apart from the rest. Each Azure piece can work with Eastern or Western attire. Quite recently we’ve had foreign – British and Italian companies approaching us to feature our pieces on their websites. I think that’s because we are offering a contemporary edge that anyone can relate to. And I do believe that the designs are unusual and unique,” she concludes.

This interview celebrates the designer’s, revered collection, titled “The Reawakening“. Dedicated to a vibrant return to life after an unprecedented two-year period of isolation during the peak of the pandemic. It brings you a range of beautiful designs, shimmering textures, and dazzling colorful gemstones, the detailing of each piece and the statement it makes is a reassurance of our existence. Glimmers of hope, light after dark.