“My personality and style reflects all the way throughout my jewelry line,” said Kashanipour. “Even though I have been designing, collaborating and developing my own collection from my freshman year of university, I officially registered the company in January 2011.”

The 25-year-old American-born designer has Iranian parents and has been living in London for the past nine years. She studied at the prestigious Central Saint Martins College of Art and Design and received a BA in Jewelry Design. “Before setting up my own company, I worked in the design department for Asprey & Stephen Webster in London. I have also completed a Diamond Grading Diploma from the Gemological Institute of America. Ever since, I consider myself a jewelry designer and trend maker,” she said.

The brand’s name was born over a cup coffee with some friends in Tartine, according to Kashanipour. “‘Lei’ comes from Leila, ‘Van’ in Dutch means from and it just simply sounded cool and ‘Kash’ from my family name Kashanipour,” she explained. “So in a way, Leila from the Kashanipour family has created her jewelry line of LeiVanKash.”

Kashanipour’s venture into jewelry design was a total accident. Originally planning to pursue degrees in chemistry and fine arts and hoping to do conservation and restoration of paintings as a profession, Kashanipour realized her passion for jewelry design during her foundation year at Central Saint Martins. She credits her instructor at the time, Helmert, for helping her realize her true calling. “I believe you need to stay true to yourself, your personality and your style even when you get inspired by something you see and make sure you twist it and mark the final design with your own stamp on it,” she said.

LeiVanKash currently has five collections; the newest line is the Dagger collection, which was just launched in early December. The Flora collection centers exclusively around roses and reflects Kashanipour’s fascination with the flower. “To me, they are the most beautiful flowers in nature, especially red roses. They are mysterious and hold this sense of undefined darkness,” she said.

The Skullmania collection started when the designer was in her second year of university and was inspired by Vanitas still life paintings. The concept of Memento Mori, life and death is what inspired this collection and is considered to be the rock chick of the group. Kashanipour choose her Totem collection’s animals for their elegance, power, characteristics and beauty. “Turtles are a symbol of luck and are super cute,” she said. “The swan is associated with romance and holds itself elegantly, the tiger is wild, energetic and beautiful, the unicorn for wanting to be free and a gracious mythical creature and last but not least the elephant as it represents peace, dignity and wisdom.”

As for the Persepolis collection, the designer said it highlights Persia’s rich history, culture and language and is what shaped her as a person and made her what she has become today. Many of the semi-precious stones used in the collection, specifically the lapis, agate and turquoise, are reminiscent of the ancient jewels during the different Persian dynasties.

Kashanipour utilizes different types of metals, stones and fabrics in her designs. “For metals, I use sterling silver and bronze mostly and all my gold pieces are plated in 22k gold. For stones, I use a lot of turquoise, lapis, coral, black onyx, agate, rose quartz, emeralds, amethysts and labradorites,” she said. “I also do a lot of wax carving and stone setting as well.”

Kashanipour’s jewelry does not apply to a certain age group or type of woman. “My designs can be worn during the day over coffee with friends and can also be worn at a party at night,” she said. “A woman wearing my designs can be polished and glamorous, quirky yet edgy or classy like a bohemian princess. I have found that there is always something for everyone within my collections.”

Kashanipour’s favorite design is her Olivia Rose ring, which is an antique-inspired rose, with the stem gracefully curving underneath the rose and resurfacing as a leaf. “It’s the first piece I ever hand carved and it’s an all-time favorite. The ring has now become the signature piece of my brand and it is extremely popular. Something magical happens when it’s worn. I promise,” she said.

When asked if she had the chance to choose anyone, dead or alive, to wear her designs Kashanipour said. “It makes me happy to see stylish personalities such as Olivia Palermo wearing my rose ring and feather bracelets. “I would love to see them on Blake Lively, Rhianna and Hanneli Mustaparta. Though ultimately if wearing my jewelry makes them feel good then it does not really matter what the status of the person wearing them is.”

Kashanipour advises young jewelers to take design courses to be able to know how pieces are made in workshops and what is feasible and what’s not. “Find your own design aesthetic, your style and signature. Internships and work experiences are crucial in my view; through a bit of trial and error they prepare you for your own venture and will play a big role in helping you find your own calling.”