How She Does It: Ifrah Shahid Khurram
Today I’m delighted to introduce you to Pakistani mother artist and amazing jewelry designer Ifrah Shahid Khurram, currently residing in Canada. Ifrah has been featured in She Canada as a she-preneur of the month. Lets have a chat with the designer and explore the ebb and flow of her success story!
Hi Ifrah! Please tell us about yourself, your work, and your family.
Hello dear moms! I’m a busy mom of two beautiful girls, ages 9 and 5. I’m a home economics graduate and run the jewelry design business American Diamonds in Ontario, Canada. I love to play with colors and shapes to create and customize pieces. Today we are one of the best jewelry brands serving the Pakistani and Indian communities in Canada, featuring formal and bespoke bridal jewelry.
What did you want to be when you grew up?
I belong to a typical Pakistani family, where dad wants you to be a doctor and mom wants you to learn cooking. So naturally I imagined myself as a doctor. But in my spare time I would find myself painting or hunched over some craft project I had either picked up from kids time on TV or created on my own. I even used to split my earrings into pieces to create more originative ornaments.
When did you explore yourself as an artist?
While I was super crafty throughout my childhood, I viewed at my creativity as a hobby and never thought of it as a career. Just after I moved to Canada, three years into my marriage and after my first child was born, I went into a career in the retail sector. To be honest I enjoyed in retail. I excelled and was content.
But life took a small turn after we had our second daughter. Initially, I took maternity leave, thinking I’d go back to work after things settled down. But with each passing day, my confusion about whether to leave my kids behind for work on days when my husband was home or drop them at day care when we were both at work — or quitting work and staying at home — multiplied. Eventually, I chose to stay at home and give my daughters the best early years.
Honestly, it wasn’t easy. I had been quite ambitious and focused throughout my career. While living far from my family of origin and not having any sort of domestic help, raising kids and fulfilling household responsibilities was a tough row to hoe.
I found some time to myself when our older daughter started school. During those hours I explored various ways to stay busy other than housework. I was in search of a career that would allow me to look after my kids at the same time. My love for creativity and crafting jewelry returned when I helped a friend market her jewelry. It was challenging. With Almighty Allah’s help and my husband’s constant support and encouragement, we faced deadlocks and losses but persevered.
How has being a mom affected you as an artist?
I often found myself at sixes and sevens when I had both kids and work to take care of. Time and again I felt guilt-ridden and frustrated by work pressure and household responsibilities. I thought of quitting multiple times. During the transition my husband supported me to the fullest, showing me the brighter side of every negative thought that popped into my head. Gradually, the kids and I settled into a routine. I dedicated my unclaimed hours to work, which were mostly after putting kids to bed. I learned to manage time, home, and kids together.
My little one has seen me working since the day she started recognizing me as her mom, so she’s pretty comfortable with my work schedule, and I’m happy with it. With the grace of Almighty Allah, our perseverance has helped achieve some of our goals, but there is still a long way to go, InshaAllah!
What keeps you inspired to create every day?
Being a designer, I’m inspired about the stuff around me. The weather, a flower, a piece of cloth, an animal, or even food can click an idea. I’m also in love with Pakistani fashion and look for inspiration in the latest trends and designs.
Which part of the day makes you feel most energetic and creatively driven?
I love it when I see a customer proudly wearing a piece of our jewelry with a smile on her face. The unique sense of achievement and satisfaction that comes with being an entrepreneur greatly surpasses all the challenges that come with it.
How do you think your struggle and success as a mom would influence your kids?
I haven’t gone to a single exhibition without taking my kids along. I believe parents’ hardships and success make an everlasting impression on kids. Watching their parents struggle and ultimately succeed help them follow their own dreams. They learn to cope with disappointments and hardships. At present, my daughters want to be jewelry designers like their mom, and the feeling is absolutely out-of-this-world.
What is one strength that helped you make your mark?
One strength I always count on is my ability to get along well with others. My easy-going temperament and service orientation have helped me succeed.
What is your key to staying positive in challenging situations?
Challenges are inevitable. We have to face them no matter which field we work in. I’ve learned that while facing a challenge, remember to take a deep breath, roll up your sleeves, dream big, believe in yourself, and put forth your best efforts into achieving your desired goals.
Tell us about your latest project.
Currently I am working on our SS19 bridal collection. My inspiration behind it is a “perfect bride.” To me, the perfect bride is someone who carries herself with a positive self-image. I want to design sparkling jewels that celebrate not only the big day, but the bride herself.
Who are your favorite artists/designers?
Some of the designers I’m highly inspired by are Art by Misbah, Shafaq Habib, and Deeya.
Where do you see yourself in five years?
I envision having a storefront in Canada and expanding our delivery services worldwide, as currently we cater only to clients in Canada and the US.
Any advice for aspiring mom artists who might be on the verge of giving up?
The key to being who you want to be is consistency. While you’re busy working on your dream, stumbling blocks may delay what you’ve given your blood, sweat, and tears to. This phenomenon is natural. Be determined. Consistency will turn the tide in your favor.