Some designs are more than aesthetic forms; they are silent witnesses to lived experiences and deep-rooted histories. Growing up surrounded by the sparkle of jewelry catalogues in her father’s workshop, and today blending that heritage with her own vision, jewelry designer Shafiga Bagirova Hasanli, founder of the Baghiri brand, transforms jewelry from a mere “ornament” into an emotional object meant to be passed down through generations.
We spoke with the designer, known for her commitment to sustainability and her philosophy of timelessness about the birth of her brand, her creative process, and the legacy she hopes to leave behind..

By naming the brand after your own family name, you are also finding the delicate balance carrying a family legacy. Is “Baghiri” merely a commercial name for you, or does it come with a sense of responsibility as well?
For me, “Baghiri” is not just a brand name; it is the living continuation of my family heritage. The journey that began with my father’s work in the jewelry sector now comes to life through my own brand. Choosing this name is both a tribute to the past and a great responsibility toward the future. With every collection I create, I deeply feel the need to represent this name and the legacy it carries with professionalism and care.

Which forms or elements of nature most often find their way into your sketches?
What fascinates me most about nature is the extraordinary harmony within its simplicity. The forms of flowing water, the unique symmetry of plants, the rhythm of flower petals, and the distinctive textures of natural stones are all indispensable sources of inspiration for me. Beyond nature, however, architectural structures, Azerbaijan’s rich culture, music, and the depth
of our tapestry art also form the foundation of my designs.

From a child growing up with jewelry catalogues to a designer creating her own— what were the most challenging aspects of this transition?
The greatest challenge was between limitless imagination and real production possibilities. As a child, everything seems possible; but as a designer, you are confronted with technical limitations, material choices, craftsmanship requirements, and production details. Preserving the fantasy in my mind while transforming it into a wearable, tangible, and real piece is both the most challenging and the most fascinating part of this journey.

How does a design evolve from a sketch on paper into a finished piece in the hands of a craftsman? What do you value most in this collaboration?
The journey begins with a sketch and continues through modeling, melting of the silver, shaping, polishing, and refining intricate details. The most critical element, however, is working with a craftsman who can truly feel the soul of the design. This collaboration requires not only technical skill but also emotional harmony, as it directly affects the quality of the final piece. In addition to silver craftsmanship, I also create designs incorporating natural stones that I personally prepare. Bringing a piece of jewelry to life can sometimes take hours, sometimes days.

In an era dominated by “Fast Fashion,” you aim to create pieces meant to be passed down through generations. What do you believe is the key element that makes a piece of jewelry timeless?
Timelessness begins with simplicity and sincerity. If a piece of jewelry can rise above trends, has a minimal form, and integrates naturally into everyday life, it can remain relevant for generations. In my view, what makes a piece timeless is not only the beauty of its form but also the emotion it carries.

Your use of recycled silver reflects the ethical stance of your brand. How do consumers in Azerbaijan respond to this sustainability driven approach? Do they care about the story behind the material?
They absolutely do. Especially in recent years, our customers have become much more sensitive and conscious about the origin of materials and production processes. Using recycled silver reminds people of an approach that respects both nature and art. Many choose our designs precisely because they value this story and the ethical principles behind them.

With the motto “to be worn, loved, and passed on,” Baghiri set out on its journey. When you imagine someone wearing a ring or necklace you designed 50 years from now, what story would you want that piece to tell?
My greatest wish is for the pieces I create to become associated with the happiest and most meaningful moments in people’s lives. Fifty years from now, hearing someone say, “This was my grandmother’s favorite gift” while wearing a Baghiri design and remembering that piece as a symbol of love, elegance, and emotional value would be the greatest achievement I could hope for. I wish for each piece to become an inseparable part of its wearer’s life story.