Think of Tanya Farah‘s upcoming Bergdorf Goodman shopping event as a monthlong party celebrating the fine jewelry brand’s silver anniversary and its namesake founder’s life as a designer.
Founder and CEO Tanya Farah says she has always dreamed of showing her jewelry at Bergdorf Goodman, as it is such an esteemed shopping destination. Designs from throughout her company’s 25-year history as well as new pieces will be featured at the venerable Manhattan department store from Sept. 30 to Oct. 27.
“Twenty-five years ago, I never thought I would be where I am today,” Farah says. “We women don’t often celebrate our achievements enough. I wanted to commemorate this milestone, and what better way to do it than with an event at Bergdorf Goodman, the pinnacle of fine jewelry experiences?”
Tanya Farah’s Kissing Butterflies bypass cuff in 18k yellow gold with approximately 4 cts. diamonds ($42,000)
Farah, who is Persian American and based in New York City, has a Ph.D. in organizational psychology and worked as a business consultant before starting Tanya Farah in 2000.
She says she plans on popping into Bergdorf Goodman throughout her shopping event so she can meet with potential new customers and do custom design with established clients. Tanya Farah jewelry typically ranges from $2,000 to $100,000, so there is something for almost every budget.
Her collections include the best-selling Tree of Life, an homage to the biblical Eve as the first woman to bring knowledge into the world; Kissing Butterflies, a 2024 release that symbolizes how women’s lives are always changing and how women seek to become the best versions of themselves; and this year’s Queen Bee, honoring women’s role in environmentalism and sustainability.
Other standout pieces include Egg lockets, inspired by maternal power and pride, and the Votes for Women charm, which re-creates the Edwardian penny that British suffragists would hand-engrave to spread the word as they fought for their right to vote.
Together, the Small Daisy Station necklace ($12,000) and Large Daisy earrings ($8,400), both in 18k gold, have about 2.5 cts. t.w. diamonds.
“As I design, the beauty of feminine energy is very much alive within me. I think about the feeling I want to express,” Farah says. “I ensure the maximum sparkle of every stone. I concentrate on the emotion I want the woman who wears my jewelry to feel when she wears it.”
What does the future hold? Another 25 years or more of working with the people and the materials she loves, Farah hopes, along with new creations at both ends of the price spectrum.
“I would ideally like to expand my line to include more high jewelry, really special one-of-a-kind pieces, while at the same time offering new styles at more accessible price points,” Farah says.
“My brand is not only about me. We like to tell stories about women to inspire them all. We honor the women of our past, and we hope to become role models for the future little girls who will soon become the young women of tomorrow.
“My jewelry is all about personal connection and personal expression. I hope to give more women more ways to express themselves when they wear my jewelry and, more importantly, as they pass it on to future generations,” she adds.
Top: Tanya Farah’s popular Tree of Life collection includes a diamond cuff, disc charm, and signet ring. (Photos courtesy of Tanya Farah)