Yalda's Story

Yalda's story is the story of how I re-discovered my own roots.

I am an artist and graphic designer from Iran. When I studied and I worked as graphic designer in Iran, I tried to keep away from the clichés of my own tradition. I wanted my creations to be truly global.

Then I travelled and created art in Turkey, France, Norway, Korea and Central Asian countries. Through these experiences, I applied my personal outlook to new local contexts. Combining my perspective with these countries' traditions, environment and society was a fascinating journey and helped me create.

It is in 2016, that I finally realized how fruitful the same approach could be if applied to my own Persian cultural heritage. In fact, many talented Iranian designers already do it and create new beautiful products embedded in Iranian tradition, yet are modern and innovative.

Yalda Concept Store Persan was born, in the heart of Europe's capital. Yalda, now a virtual store, brings innovative and exclusive design products which I create following inspiration from my own culture, which come from the new wave of designers in Iran and neighbouring country, or which I carefully select because they carry with them something of the Persian soul...

Roshanak Ostad

 Yalda Concept Store Persan gifts and jewels

Let me share this poem from Hâfez Shirazi, Persian poet from the 14th century, who describes my personal journey so well!


For years my heart was in search of the Grail
What was inside me, it searched for, on the trail

That pearl that transcends time and place
Sought of divers whom oceans sail

My quest to the Magi my path trace
One glance solved the riddles that I Braille

Found him wine in hand and happy face
In the mirror of his cup would watch a hundred detail

I asked, "when did God give you this Holy Grail?"
Said, "on the day He hammered the world’s first nail!"

Even the unbeliever had the support of God
Though he could not see, God’s name would always hail.

All the tricks of the mind would make God seem like fraud
Yet the Golden Calf beside Moses’ rod would just pale.

And the one put on the cross by his race
His crime, secrets of God would unveil

Anyone who is touched by God’s grace
Can do what Christ did, without fail.

And what of this curly lock that’s my jail
Said this is for Hafiz to tell his tale.

(original translation from Š Shahriar Shahriari)




سال‌ها دل طلـب جام جـم از ما می‌کرد
وان چه خود داشت ز بیگانه تمـنا می‌کرد


گوهری کز صدف کون و مکان بیرون اسـت
طـلـب از گمـشدگان لب دریا می‌کرد

مشـکـل خویش بر پیر مغان بردم دوش
کو بـه تایید نـظر حل مـعـما می‌کرد

دیدمـش خرم و خندان قدح باده به دست
و اندر آن آینه صد گونـه تـماشا می‌کرد

گفتم این جام جهان بین به تو کی داد حکیم
گـفـت آن روز که این گنـبد مینا می‌کرد

بی دلی در هـمـه احوال خدا با او بود
او نـمی‌دیدش و از دور خدا را می‌کرد

این همه شعبده خویش که می‌کرد این جا
سامری پیش عـصا و ید بیضا می‌کرد

گـفـت آن یار کز او گشت سر دار بلـند
جرمـش این بود کـه اسرار هویدا می‌کرد

فیض روح الـقدس ار باز مدد فرماید
دیگران هم بکنند آن چه مـسیحا می‌کرد

گفتمـش سلسله زلف بتان از پی چیست
گفـت حافـظ گله‌ای از دل شیدا می‌کرد