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May 14, 2024

A Day in the Life of Nigora Tokhtabayeva

W
hile still a relatively young brand, Tabayer, which was founded in 2021 by Nigora Tokhtabayeva, has already been widely recognized for its modern, minimalist designs and its bold, “quiet luxury” aesthetic. Nigora herself has also earned a reputation for her outspoken commitment to transparent and ethical practices that improve the livelihoods of the people working in all facets of the jewelry ecosystem. Working with only Fairmined gold and ethically sourced, Kimberly compliant stones, she also gives back to a number of worthwhile causes that are near and dear to her heart. Believing in jewelry’s transcendental qualities, Nigora’s designs are rooted in symbols of protection and empowerment and pay homage to the unique balance of vulnerability and strength embodied by the dynamic collectors of her work.

Believing in jewelry’s transcendental qualities, Nigora’s designs are rooted in symbols of protection and empowerment and pay homage to the unique balance of vulnerability and strength embodied by the dynamic collectors of her work.

Image courtesy of Tabayer

We were thrilled to get some insight into Nigora’s day-to-day, and not at all surprised to discover that her approach to all touchpoints of her brand reflects the thoughtfulness and intention she applies to the creation of her jewelry. And no matter how glamorous her lifestyle may appear, at the end of the day, she is first and foremost a proud mom.

Image courtesy of Tabayer

6:00 AM:

Every morning, I’m up bright and early at 6:00 AM, ready to kick-start the day. First things first, I brew a strong cup of coffee and sip on warm water with a splash of lemon—it’s my little morning ritual that helps me ease into the day. Since some  of my team operates in different time zones, I make it a point to check my emails right away. Staying updated ensures I’m in the loop and prepared for whatever the day throws at me.

In these quiet morning hours, before the hustle and bustle begins, I find a moment of peace and focus to set the tone for the day ahead.

Image courtesy of Tabayer

9:00 AM:

By 9:00 AM, we’re hopping on Zoom for our weekly team catch-up with our London and Paris teams. It’s always a bit of a juggle with time zones, but these meetings are our chance to touch base on everyone’s projects and keep tabs on what’s happening in different corners of the business. With our team scattered across the map, these meet-ups are key for staying connected and sharing updates. The mix of backgrounds and locations brings a diverse perspective to the table, making sure our approach to Tabayer covers all bases. These regular chats help us stay in sync and keep our strategy on point.

Image courtesy of Tabayer

11:00 AM:

I divide my time between my home in Florida and the Tabayer office in New York. I frequently travel to New York, finding it to be an inspiring environment where new ideas take shape. The energy of the city fuels my creativity, providing the perfect backdrop to refine and solidify concepts that have been percolating.

The juxtaposition between these two locales is something I’ve come to appreciate over the years. Balancing the tranquility of Florida with the hustle and bustle of New York has taught me the importance of finding harmony amidst contrasting environments.

In New York, I enjoy ample face-to-face interactions with various stakeholders, including my team, buyers, and editors. These personal connections foster collaboration and allow for more meaningful exchanges of ideas.

Image courtesy of Tabayer

12:00 PM:

There’s a special excitement that comes with receiving fresh samples straight from Italy. It’s a highlight—finally getting hands-on with pieces that have been meticulously crafted and perfected over weeks and months of design. This hands-on experience is one of the most rewarding aspects of Tabayer, allowing me to see the tangible results of our creative process. From the initial concept to the final product, each sample represents a labor of love and dedication.

 

Image courtesy of Tabayer

1:30 PM:

Dropping by the studio to check out the latest photos from our content shoot is always a highlight. While our big campaigns and lookbook shoots are essential, I find these smaller content shoots equally important for keeping our imagery fresh and engaging. Our focus on imagery has always been central to our brand’s identity. In today’s social media-driven world, visuals are key to conveying our story and values effectively. Ensuring that our images authentically reflect the essence of the brand remains a top priority.

2:30 PM:

Whenever I am in New York, a visit to the Noguchi Museum is a must-do on my itinerary. The timeless elegance and profound beauty of Isamu Noguchi’s sculptures never fail to leave me in awe. Stepping into the museum feels like entering a sanctuary of creativity and contemplation. Each sculpture, meticulously crafted by Noguchi’s hands, speaks volumes about his unique vision and artistic mastery. Noguchi’s work serves as a constant wellspring of inspiration for me, reminding me of the power of simplicity and the beauty found in the interplay between form and space.

  • Image courtesy of Tabayer

  • Image courtesy of Tabayer

5:30 PM:

Going back to the apartment to change for the cocktail party celebrating Tabayer’s summer residency at Bergdorf Goodman. It’s a significant milestone for us as a brand, especially considering we’re only three years old. While we may not have a flagship store yet, the launch of this residency is a big deal. Stepping into the curated space, designed to reflect Tabayer’s universe, feels like a win in itself.

Dressing up for Tabayer events is always enjoyable. It’s a chance to experiment with styling and find new ways to wear the pieces, drawing inspiration for future collections. I enjoy layering our jewelry to create a bold, dramatic look for the evening, while individual pieces effortlessly elevate everyday outfits.

  • Image courtesy of Tabayer

  • Image courtesy of Tabayer

6:00 PM:

Finally had the chance to toast to the opening of the Bergdorfs summer residency! It’s been months of hard work, from planning and designing to bringing this incredible project to life. Collaborating with Crosby Studios on the special installation was a highlight. I’m thrilled with how the minimalist design, with its brushed aluminum accents, exudes both opulence and elegance, drawing visitors in with its futuristic allure.

Events like these are truly special because they bring together our incredible community. Witnessing people engage with and try on our pieces fills me with warmth. It’s moments like these that reaffirm why I started Tabayer—to see the joy and confidence our creations bring to others.

 

  • Image courtesy of Tabayer

  • Image courtesy of Tabayer

8:00 PM:

Following the cocktail event, I headed straight home for dinner and mommy duties. Ending the evening with a sweet treat is always a highlight, but nothing compares to the warmth and love of being with my child. I cherish the moments of saying goodnight to my little one and reading bedtime stories to tuck her in.

  • Image courtesy of Tabayer

  • Image courtesy of Tabayer

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