1. Who are you - and what does sani whoo stand for?
I am Sanaz - mother, founder and designer.
sani whoo is my way of making personal connections visible: through jewelry that is more than just an accessory. Each piece represents a feeling, a story, a gesture. Handmade, personal, with heart – and never off-the-rack.
2. How did your first piece of jewelry come about?
After the birth of my son Casper, I designed a bracelet out of a desire to express our connection without many words. It was playful, personal—and just for us. This very feeling remains the core of sani whoo to this day.
3. You have already co-founded a fine jewelry label - why sani whoo now?
The experience was valuable—but I wanted to return to what felt authentic to me. No big names, no over-the-top exclusivity. I wanted to create something approachable, emotional, and handmade. sani whoo is my personal expression of design with meaning.
4. What makes your work different from others?
I don't create for trends—I create for people. I sense very quickly whether a material fits sani whoo , how it can be combined, and what it will trigger. My instinct is my most important tool. Every piece is born from a feeling—and that's exactly what my customers sense.
5. What does jewelry mean to you?
For me, jewelry has never been just jewelry. I don't wear it to show off, but to connect with something. With my child. My husband. Or with myself. It's something I carry with me every day. Not because it shines, but because it means something. A silent statement. For what matters.
6. What inspires you?
I love the style of the 90s, but my ideas arise in the here and now. I'm inspired by the material itself: shapes, colors, feel. I can tell at first glance whether something fits sani whoo . It's intuition, but also experience. Sometimes a new stone or a specific combination is enough, and I know immediately what to make with it. For me, inspiration isn't a construct, but a process in action.
7. What materials do you use?
I work with gemstones, freshwater pearls, mother-of-pearl, and 925 silver. High-quality, but not elitist. I choose carefully—based on feeling, not on shine. My materials are meant to accompany, not impress.
8. What is behind the name sani whoo ?
"sani" is my nickname. "whoo" stands for "who?" - at the same time it sounds like the “Hu” in my last name Hughes , as it is pronounced in Germany. The name plays with identity: the one assigned to me—and the one I define myself. And yes, there's a wink, too.
9. How does your multicultural background influence your design?
I was born in Tehran and grew up in Cologne; my husband is English. I think in contrasts. My work brings together cultural codes, personal memories, and new combinations. I don't work by a rulebook—I work by instinct.
10. What does visibility mean to you?
For me, visibility doesn't mean being loud—it means being clear. With attitude. I believe in quiet brands with a genuine core. sani whoo is exactly that: visible, tangible, but not fake.
