In our weekly Featured Shop series, we shine a light on a standout shop from Etsy’s talented seller community, offering readers a behind-the-scenes look at their process and story.
When you think of Southwestern jewelry, you might envision heavy silver rings and wide cuffs engraved with intricate patterns and inlaid with hefty hunks of smooth natural turquoise. It’s a design tradition that prizes time-tested techniques and the inherent beauty of its metals and stones above all else. And while Phoenix-born, Salt Lake City–based Sarah Safavi has put her own delicate, minimalist spin on the style, that same commitment to careful craftsmanship and focus on materials are unmistakable in her work.
Explore the Sarah Safavi collection
Largely self-taught with the soul of a rock hound, Sarah sources many of her signature stones straight from the hills of her neighboring states, including New Mexico, Arizona, and Nevada. “The deserts of the Southwest are one of my greatest inspirations,” she says. And her ultra-wearable and understated line—think petite gold hoops with pops of bright blue azurite and hand-carved pendants accented with hints of peachy copper calcite—carries the region’s down-to-earth spirit forward with pride.
Read on to learn how Sarah got started and discover her top holiday accessorizing tips—then shop the Sarah Safavi collection.
How did you begin your career as a jewelry designer?
I had been working as a hairdresser for about five years and I was itching to do something new. I actually started by selling vintage clothes on Etsy and was pretty successful—I probably had about 1,000 sales. Then I discovered vintage jewelry supplies like findings, chains, and beads, and began making things for myself, starting with simple pieces like found items on chains. I became completely enamored with jewelry-making. Very quickly my online vintage shop was over and I switched to selling jewelry.
Your work is so sophisticated. What are some of your design inspirations?
I’m really inspired by traveling. I love the Southwest and the desert, and I get down to southern Utah as much as possible with my family. I also see my sister—who has an Etsy shop of her own—once or twice a year. She lives in Hawaii and she’s a big part of my inspiration. And I’m really influenced by the stones that I use. For a one-off piece, I might buy a stone from a private collection that could be from outside the US, but mostly I try to keep everything domestic and my footprint small.
Speaking of stones, what are your favorites?
My personal favorite is turquoise. It’s always a go-to. I also love anything unexpected and warm, like a beautiful rosy jasper.
And do you cut your stones yourself?
For some of my pieces, yes. If you’re intuitive and creative, you can look at something, deconstruct it, and figure out how to make it. So I might cut the rock first, then do some silversmithing, and then do some riveting or some other cold connection. It’s a lot of cobbling together, but that’s what’s so interesting to me about jewelry-making. You can gradually learn the progression from one technique to the next. It’s a never-ending craft.
Let’s talk styling. Do you have any suggestions for holiday accessorizing, like dressier pieces for special dinners or cocktail parties?
The Ode earrings are great for parties because they really stand out. Those are statement pieces. If you want something more delicate, the Double Link earrings are a good choice. They’re made from faceted vintage chain so they really catch the light. And don’t forget that you can wear jewelry in your hair! My barrettes are really popular and a fun gift. They’re great for short hair, and if you have longer hair you can pull it all the way up or halfway up. I used to do hair for a living, and with these you can’t have a bad hair day ever again.
What are some of your most popular items?
The Pod earrings are really popular because you’re getting a two-for-one. You get a detachable stud you can wear alone or with a dangling piece you can place either in front of or behind your ear. And you have your pick of stones from the US in either sterling silver or gold-plated.
Do you do custom orders, too?
I do! They take a little longer, but they often have a lot of personal meaning. I had a customer who met and married his wife in Arizona and then they moved to New Mexico. He gave her two gifts to symbolize their relationship and their move: a Pod ring with copper calcite from Arizona and a Sonnet necklace with azurite malachite from New Mexico. That was the sweetest thing. I had another customer who became a friend who loves rockhounding in the desert. She finds flint or other small rocks on her trips. I’ve probably made six or seven pieces for her that she’s given to friends.
Your stones are definitely standouts, but what can you tell us about your choice of metals?
I work in sterling silver, gold-filled, brass, and bronze. Brass and bronze are great materials—they’re fairly economical and super long-lasting. Recently, I started offering the option of having your brass and bronze pieces plated in silver or gold. Brass and bronze oxidize and turn darker, and some people like that look, but others want a piece to be shiny forever. Plating will help keep the shine if that’s what you like.
Since gift-giving is currently top-of-mind for shoppers, do you have recommendations for last-minute holiday gifts?
Lots! I tend to keep most everything in stock, so I’m ready to ship quickly. I also have some one-of-a-kind pieces made from stones I cut myself, like my turquoise hoops. Unique items can be hard to find at the last minute so those are a good choice if you want something special.
What’s next for you?
As an artist, I’m experimenting with high-end inlay work. Business-wise, someday it might be fun to have a little storefront in a nice neighborhood in Salt Lake or a shared space with another maker. I want to make more interesting, unique, high-quality goods. But I don’t want to grow to the point where other people make my pieces. I always want to be hands-on.
Follow Sarah Safavi on Instagram.
Studio photographs by Ann Marie Vivienne and product photos by Jessica Peterson.
26 comments
Rhonda Stubbs from RhondaCorner said 2 years ago
Great story and I love your studio. Congratulations on your feature and I wish you the very best.
Rosita from pillowlink said 2 years ago
Unique peaces! Love earrings and the hole process that makes them alive. Home based studio.. Inspiration by travelling - it is so exiting!
Priscilla from Gardenmis said 2 years ago
Your shop is simply gorgeous! Thanks for sharing your journey and best wishes for achieving all your goals and dreams :)
ClassicMemories from ClassicMemories said 2 years ago
Very nice shop. Congrats on the feature.
Carol from MasCollected said 2 years ago
Thank you Karen, Sarah, Ann Marie and Jessica for this feature. I had a beautiful visit into Sarah's process, studio and jewelry. Best wishes to all of you.
Jennifer Tyson from LadyInPurpleBoutique said 2 years ago
Lovely studio and beautiful work! Congrats on the feature!
Anna from FairyToysWorld said 2 years ago
I like your earrings very much!
Oriaku Onuoha-Bean from JewelryByOri said 2 years ago
Beautiful shop and jewelry! congrats on the feature!
Kea Pace said 2 years ago
Love every piece I have ever ordered. Congratulations, on such a great Etsy feature write up! You are such a beautiful and talented artist! The studio looks great! We wish you all the best!
Christina from TheWildPlum said 2 years ago
Simply phenomenal! Congrats! Thank you for sharing!
Cathy from msbijouxbeads said 2 years ago
Lovely shop, congratulations on the feature!
Liene from SilkArtbyLiene said 2 years ago
Beautiful jewelry I wish you luck with your creations.
Kelly from CedarMillStudio said 2 years ago
Beautiful shop! Another amazing feature!
Vira Golubchak from Golubchak said 2 years ago
Beautiful shop and story.
Sorina from BijuBrill said 2 years ago
What an inspiring story, great studio, really dreamy
Stekia Pantou from StekiapantouStore said 2 years ago
nice shop nice pictures
Oonah from unatuna said 2 years ago
I love the hair clips!
Hema Rao from BEADEDNECKLACESHOPPE said 2 years ago
Very nice - good luck
Chad Popour from YoullBeFineDesigns said 2 years ago
wow, you are an inspiration from your minimal style, to your own little workplace. One can dream cant he? :-)
Jessica Dennison from VIRGOecojewelry said 2 years ago
The hair clips are beautiful. I love the minimalist designs.
Dezigns by Rae' from DezignsbyRae said 2 years ago
I love, love, love your 48th Avenue Necklace. Congratulations on your feature. I love learning about all the wonderful shops.
amanda thompson from AmatheaDesign said 2 years ago
Very inspiring story and lovely jewelry. I also live in Salt Lake City and it's great to hear about a fellow Utahn's success. We do have some amazing scenery all around our state and the surrounding ones. I too am a jewelry maker, though it's been a hobby and part-time side job in the past. I will be opening my shop in the near future.
elle and belle Forster from elleandbellejewelry said 2 years ago
Beautiful pieces, Sarah! Love your studio. Very interesting unique hair pieces. All the best!
Cat Encio Dolls from CatEncioDolls said 2 years ago
Lovely
Sharon from YearsAfter said 2 years ago
Love the combination of turquoise and sterling! Definitely one of my favs! Beautiful jewelry! Congrats on the article!
Nadejda from KnitandSewByNadejda said 1 year ago
Спасибо за то, что поделились Вашей историей. Ваша история вдохновляет и показывает, что труды не остаются не заметными. Вы прекрасны в Вашем творческом мире. Желаю Вам креативных, творческих идей, а так же радовать окружающих Вашими творениями!