we believe that exquisite jewelry shouldn’t come at the cost of labor abuse. That’s why Fuchsia is so pleased to offer high-quality, responsibly made jewelry.
Originally made from gold and precious stones, Kundan jewelry established its popularity in the 16th century. Using the same age-old techniques, Fuchsia’s modern Kundan jewelry combines a brass base with intricate glass and semi-precious gems that replicate the galore of the original royal ornaments.
After a design is chosen, artisans shape, cut, and polish multi-color gemstones into an exquisite design. Each handmade piece takes approximately 3 days and results in a high-quality, responsibly made piece which genuinely benefits the artisans who make it.
Meet Ali Azeem. For him, jewelry is a family business, one that’s continued for five generations. His father was a gold jeweler in Libya 40 years ago, but when war broke out, he had to flee to Pakistan, leaving behind his gold jewelry as well as his earnings. Unable to raise the capital to resume his work with gold, he began using imitation jewels, while still employing the same high level of craftsmanship he had always brought to his work.
When Ali was young, he learned the craft of jewelry by sitting with his father and helping him out. Though Ali eventually got a diploma in civil engineering and worked as a project site supervisor, he found that the low salary prevented him from providing for his family. This prompted him to switch careers and enter the jewelry trade, using his talent as a skilled craftsman in the hopes of rebuilding the family business to what it once was 40 years ago.
The main challenge Ali faces as a jeweler results from the local credit system. It is difficult to get customers, and when Ali works with local resellers, they only provide partial payment, with the full amount paid out only once a product is sold. This credit arrangement leaves Ali at a distinct disadvantage. This is where Fuchsia is able to help Ali’s business by paying him in full upon receipt, rather than in credit. Not only does that help Ali provide for his family, it sets up his business for continuing success in the future.
Our workshop is located in Lahore, the biggest city of Pakistan. Ali Azeem, our workshop owner, is a fifth-generation jeweler with expertise in the centuries-old techniques of Kundan craftsmanship. For each product that Ali brings to market, he engages nine other businesses, which perform one step or another in the jewelry-making process.
Positive Social Impact
Fuchsia is committed to treating our artisans with respect and dignity, supporting them as they continue a centuries-old tradition of time-honed craftsmanship. Not only does this result in a sustainable, responsible manufacturing process, it also means our customers can enjoy unique, handmade products which would otherwise be inaccessible to a global audience.