#THEGOODTRIBE INTERVIEW WITH FARRUKH LALANI, FOUNDER OF DARIA DAY

We’re wondering if you took time today to pat yourself on the back for staying strong during one of the most difficult times in the history of the modern world. We are all aching, but we are all healing, and we are all in this together. Today’s edition of the #GoodTribe is driven by this very idea of healing where we’re introducing you to an accessories brand that pledges to empower everyone to live a prosperous life, while it’s committed to doing its bit for the society. Daria Day has explored the most remote corners of the world to bring to us exquisite handcrafted jewelry with healing powers. What’s more? From transforming gemstones, to crafting the pieces, it’s all done by their talented group of artisans from Northern Pakistan. Here’s all that you’d love to know.

What is your mission at Daria Day?

Empowering Everyone to Live a Prosperous Life. Daria Day’s mission is to provide the artisans who handcraft our jewelry, with a sustainable livelihood and a path to prosperity. We work with artisans living in the remote mountain communities in the foothills of the K2 Mountain in Northern Pakistan - some of which are the most isolated and poor communities in the world. Each piece of jewelry is handcrafted by our artisans and tells the story of the artisan who made it. By supporting the economically disadvantaged, Daria Day hopes to make a difference by breaking the cycle of poverty and to show that we are all connected.

Tell us about the genesis of your brand.

Daria Day’s story begins almost 10 years ago when our founder, Farrukh Lalani, found herself weary and tired of her corporate life and began to look for inspiration outside of it. Knowing only that she wanted to make a difference, Farrukh volunteered with a women’s group working in the slums of Mumbai. Eventually, she joined an international NGO focusing on issues of poverty alleviation in developing countries. Her new work took her to new parts of the world. She worked in war-torn countries, post-conflict -zones, and regions affected by natural disasters. 

Her work ultimately took her to the country of her birth, Pakistan. A country she had often heard about from her parents but had rarely visited. There, in Northern Pakistan, at the foothills of K2 mountain, Farrukh came across some of the most vulnerable and isolated communities. It was an encounter that would change her perspective and her life.

To break the cycle of poverty and provide the communities with an additional source of income, various NGO's had implemented gemstone processing and jewelry making programs. However, as with most NGO’s, there was no follow up after the training. The artisans having received these extensive trainings were still unable to stake out a livelihood as they had no access to profitable markets or an idea of what to produce. And this is when Farrukh decide to launch Daria Day to connect these artisans to the world market.

What kind of superpower does your company possess and why should we care? 

Our gemstones are sourced directly from miners. Our artisans’ hands transform the raw stone into beautiful, faceted gems you see in our jewelry. Each gemstone carries with it healing powers and our jewelry is designed to connect you to those positive powers.

What are your favorite products/most popular this year?

Our lapis and amethyst bracelets have so far been our best sellers. Our lapis is all-natural. The deep blue color of our lapis gemstone is highlighted by white and gold natural markings, making each piece of jewelry unique. Long associated with royalty, lapis is a symbol of honor and spiritual vision, carrying with it energies of wisdom and truth. 

Like our lapis, our amethyst is all-natural, and we only use the naturally occurring purple-hued amethyst. This bold, dark purple gemstone is known as the protector stone and helps to relieve stress and drive out negative energy.

All of our bracelets can be worn individually or stacked with our other bracelets and add a touch of luxury to your wardrobe.

What are you working on for 2020 and beyond that you want us to know about?

We are always looking to make things even better. We are working on our B-Corp certification process. We are also partnering with other retailers to bring our jewelry to a store near you. But meanwhile, please continue to shop on our online store. We want to make it easy for you to shop ethically and sustainably. We dream of a world where sustainable fashion is the norm!

Contributing Author: Bhavya Jha