1. Who are you - and what does sani whoo stand for?
I'm Sanaz – mother, founder, designer.
sani whoo is my way of making personal connection visible: through jewelry that means something. Each piece carries a story, a feeling, a gesture. Handmade, personal, with heart - and never just another piece of jewelry.
2. How did your first piece of jewelry come to life?
After my son Casper was born, I created a bracelet – simply to make our bond visible, without needing many words. It was playful, personal - and just for us. That feeling is still at the heart of sani whoo.
3. You co-founded a fine jewelry label before – why sani whoo now?
That experience was valuable, but I wanted to return to what felt real. No big names, no inflated exclusivity. I wanted to create something honest, emotional, handmade. sani whoo is my personal expression of design with meaning.
4. What makes your work different?
I don't design for trends – I design for people. I instinctively know when a material fits sani whoo, how it wants to be combined, and what kind of feeling it creates. My intuition is my strongest tool. Every piece starts with a feeling – and my customers can sense that.
5. What does jewelry mean to you?
Jewelry has never been just decoration for me. I wear it to connect with something – my child, my husband, or myself.
It’s something I carry every day. Not because it shines – but because it means something. A quiet statement. For what matters.
6. What inspires you?
I love the aesthetic of the ’90s, but my ideas come from the now. I’m inspired by the material itself: textures, colors, weight. I know instantly if something fits sani whoo. It’s intuition, but also experience. Sometimes it just takes one new stone or a certain combination - and I immediately see what it could become. Inspiration, for me, isn’t a concept - it’s a process.
7. What materials do you use?
I work with gemstones, freshwater pearls, mother-of-pearl and 925 silver. Quality matters to me, but not status. I choose what feels right, not what sparkles the most. The materials are there to carry meaning, not to impress.
8. What is behind the name sani whoo ?
“Sani” is my nickname. “Whoo” plays with the English word “Who?” – the question of identity. It also echoes the “Hu” in my last name, Hughes, the way it’s pronounced in Germany. The name blends where I come from and who I choose to be - with a little wink.
9. How does your multicultural background influence your design?
I was born in Tehran, grew up in Cologne, and my husband is British. I think in contrasts. My work blends cultural references, memories, and new compositions. I don’t follow rules - I follow feeling.
10. What does visibility mean to you?
To me, visibility isn’t about being loud - it’s about being clear. With presence and purpose. I believe in quiet brands with a strong core. That’s what sani whoo is: visible, felt, but never forced.