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 former Soviet 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 Brussels, Belgium, 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...
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
That pearl that transcends time and place
My quest to the Magi my path trace
Found him wine in hand and happy face
I asked, "when did God give you this Holy Grail?"
Even the unbeliever had the support of God
All the tricks of the mind would make God seem like fraud
And the one put on the cross by his race
Anyone who is touched by God’s grace
And what of this curly lock that’s my jail
(original translation from Š Shahriar Shahriari)
سالها دل طلـب جام جـم از ما میکرد
گوهری کز صدف کون و مکان بیرون اسـت