[picture of me wearing the jewellry]

My name is Sepideh (Persian for Dawn) and I’m a second-generation Iranian immigrant and the founder of Persica, a jewelry brand inspired by heritage, beauty, and the timeless charm of personal expression. While my professional background has taken me through the structured paths of the working world, my heart has always been drawn to the artistry of jewelry. For me, it’s more than adornment — it’s storytelling, identity, and memory. Persica is named after the delicate Rosa Persica flower, a nod to both cultural roots and natural elegance. Each piece is created with intention, blending modern simplicity with echoes of tradition.