THE FOUR PILLARS
Like a tetrad, the four pillars of the brand are its enduring principles that are at its very core and form its foundation: Nature, Love, Architecture, and Ethics. Nature and Love represent the softer, more artistic aspects of the brand, while Architecture and Ethics represent its stronger, more defining aspects. Hence the four pillars are harmoniously balanced, representing the true nature and strength of the brand.
NATURE: Symbolizing the main source of design inspiration. The intricate, detailed forms of nature are seen in the shapes that our jewels take time and again, their fluid nature, ornate and detailed characteristics, and eclecticism.
LOVE: An ode to the brand philosophy, which carries a great zeal and passion to create, always with a soul of poetry and romance. The aesthetic sensuousness in our jewels with designs that are chic, sophisticated, effortlessly graceful, and glamorous.
ARCHITECTURE: An immense wellspring of inspiration, the kind of visual poetry seen in the golden ratio of nature and timeless geometry in Mughal architecture, the melodious curves of lofty domes, and the proud arches of majestic palaces. Our immersive cultural heritage will always remain a source of endless inspiration and the catalyst for a new creative legacy.
ETHICS: A representation of the ideologies the brand is based on. The brand is conscientious and aware and takes gratification in culture. It is brave, fearless, strong, and respectable.
THE MONOGRAM
Discovering the Farah Khan signature
A bird soaring in flight. An architectural flourish. A rising flame. A crest of bygone royalty. You may see many things in the Farah Khan monogram, but most of all this symbol draws from culture, tradition, and modernity to become an ode to the imagination. It denotes fluidity and structure, stability and flight, fragility and strength. With one enduring emblem of harmonious opposites, in one evocative word that connects cultures, Farah Khan has found its most meaningful interpretation. Aayat.
A form that implies safety, stability, security, and peace, which translates into the four pillars of the FK monogram to represent the strength of the brand’s ethics and core philosophy. The open space inside denotes a boundless flow of energy, ideas and positivity, embracing unbridled creativity and dynamic change.
It also reflects Farah’s belief in the interconnectedness of everything, the brand’s existence and success, destiny and the power of the universe—and love. The visual poetry of design and an aesthetic grandeur are further cornerstones of Farah Khan World, and the juxtaposition of layers in the motif represents the years of hard work that have been invested in the careful nurturing of the brand. The contrast and harmony of the straight and fluid lines hint at Farah’s two biggest sources of inspiration— nature and architecture, yet another wonderful dichotomy of chaos and order that speaks to the creative process.
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