About Effy

Learn About the brand

1979, New York City's streets buzzed with life, and among its many dreamers was Effy Hematian. An immigrant from Iran, he had left behind the tumult of revolution in the late 1970s. Born in 1943 and trained as an electrical engineer, Effy's heart, however, pulsed to the rhythm of gemstones and metals.<br><br> With nothing but a suitcase filled with intricate jewelry designs, Effy started his journey on the sidewalks of New York. Each piece he sold was a step towards building what would soon become a jewelry empire. Thanks to his engineering background, he saw things in a way others didn't; his mornings, filled with the scratch of pencil on paper, sometimes birthed as many as 30 designs in a single day. By the afternoon, he'd be on the factory floor, overseeing the production of his creations.<br><br> Among his myriad of designs, the panther stood out, his lifelong muse, became a symbol of the brand, representing both beauty and power. This iconic creature was the centerpiece of Effy's "Signature Collection," showcasing his bold and daring design philosophy.<br><br> But Effy's genius wasn't confined to design alone. Avoiding traditional retail norms, he took his jewels to the seas, selling them on cruise ships from the balmy Caribbean to the icy shores of Alaska. This unique approach not only amplified Effy Jewelry's reach but also its reputation, making it synonymous with quality, soon gaining the affectionate title of 'kings of color' for their exceptional use of colored gemstones. A-list celebrities, enchanted by the brand's vibrancy, became its ambassadors, further elevating the brand's status.<br><br> Yet, behind the glitz and glamour, Effy was a man of simple tastes. A loving husband, doting father, and devout believer, his life was a tapestry of passion, humility, and unwavering faith. He wasn't just building a brand; he was crafting a legacy. He believed in living a life of passion and purpose, leaving the world better than he found it.<br><br> Sadly, on April 30, 2023, Effy Hematian passed away, surrounded by his family. But his legacy lives on. Today, Effy Jewelry stands as a testament to his vision, craftsmanship, and the indomitable spirit of a man who started with nothing and built a brand that shines brightly in the world of jewelry.