THE PRINCE OF CHARMS
ith his distinguished good looks and old-world charm, it’s little wonder that Aaron Basha has established himself as a major player in the world of fine jewelry. Under his impassioned leadership, the Aaron Basha collection has flourished, appealing to people across the globe. His charm, wit, charisma, sophistication, personal style and vision have helped propel the brand from New York to Europe to Dubai and beyond. Basha is most famous for his signature collection baby shoe charms, worn by celebrities, in-the-know mothers and adoring grandmothers the world over. Since 1990, he has designed these fine jewelry charms, charm bracelets and charm necklaces in addition to his trendsetting collection of evil eyes— the ancient talisman of good luck—as well as an exquisite collection of unforgettable, one-of-a-kind couture pieces. The Aaron Basha collections are diverse, but each piece is infused with wit and whimsy and is designed to celebrate life, love and good fortune. Basha prides himself on seeking out the joy in life. Whether in the everyday or in life’s most celebrated moments, his personal style reflects his outlook. He believes in fanciful, whimsical, mystical elegance. “To me, the point of dressing with style is about effortless pleasure and pure delight. From our signature baby shoe charms to our evil eye collection to our array of shirt studs and cuff links, we make dressing well an act of expressing whimsy and enjoyment. We are in the business of elegance, but we are also in the business of fun.
“What is life, without marking life’s milestones?” he asks. “Moments of celebration come and go, but the charms worn by our customers serve as daily remembrances of life’s most precious moments. Our charms create a visual biography signifying the touchstones along life’s path. They are woven into the fabric of life, given by mothers and fathers to daughters, husbands to wives, and children to their parents. Children grow up knowing which charm is ‘theirs’ and thus form a lifelong bond with our brand. The charms become loving representations that are cherished and handed down from generation to generation.” Born in 1930 to parents both in the jewelry business, Basha had an appreciation for fine metals and precious gems in his blood. Trained and certified as a master diamond cutter by age 16, it was evident that he had inherited the family gift. This gift, along with his passion for travel, adventure and seeking new experiences across the globe, would shape his future. In the 1970s, Basha opened his first boutique in Canada, and in the ’80s, he opened another in London’s tony Mayfair district. But wherever he roamed, one thing remained constant: his love of family and his appreciation of life’s most precious moments. To celebrate the birth of his first grandchild, Basha crafted a stunning baby shoe of gold and diamonds for his wife to wear as a charm. And so the iconic Aaron Basha baby shoe charm was born. “I am most happy,” Basha reveals, “when I can help people find the perfect piece to express what is in their hearts.”
AARON BASHA HAS MARRIED HIS PASSION FOR THE ART OF WHIMSY WITH HIS LOVE OF FAMILY, RESULTING IN A COLLECTION THAT CELEBRATES LIFE.
The Magazine of Life's Celebrations!