BEÏARA was founded in London in 2025 by Art Director and Retoucher Yasamin Samiei. The name BEÏARA draws from Yasamin’s Persian heritage, a culture renowned for its artistry, meticulous craftsmanship, and deep appreciation of refined beauty.

Growing up, Yasamin was surrounded by the art, history, and storytelling of her homeland. After completing a Bachelor’s degree in Visual Communications, she moved to London, a city she has proudly called home for over fifteen years, to pursue a Master’s in Communication Design.

BEÏARA is the meeting point of her two worlds: the art and poetry, craftsmanship, and tradition of Persian culture, and the diversity, creativity, and cultural dynamism of London. Together, they shape a brand that honours heritage while embracing a modern, global perspective.

The idea for BEÏARA was born from Yasamin’s lifelong love of art, fashion, and accessorising, coupled with a desire for jewellery that is both fashion-forward yet timeless, and is made ethically and responsibly.

Every piece is designed to embody sophistication, craftsmanship, and care. Accessories that elevate the everyday while treading gently on the world.