Sasson Basha is known to many as the “Prince of Charms.” He is the third-generation president and the latest in a long line of family jewelers to take to the reins of the luxury jewel brand, Aaron Basha. The high fashion jewelry company is best known for its chic and playful charms, most notably jeweled baby shoes, evil eyes, frogs, and ladybugs. Aaron Basha has been setting style precedents internationally since its patriarch and namesake began designing and retailing jewelry in the 50s. Born the eldest of four children to Aaron, Sasson inherited his “charm” from his father, as well as a lifelong passion for the industry.
As a child, Sasson would watch Aaron at work, dazzled by the display of gleaming gems. He was fascinated by the stories Aaron would tell of his parents, pearl dealers who traveled to exotic locales like the Persian Gulf and India, and whose clients included many members of Middle Eastern royalty.
Since its inception as a pearl dealership in 1906, the Basha family business has been the epitome of creative evolution. Central to the company’s rebirth just over a decade ago was Aaron’s creation of the world-famous Baby Shoe charm, designed in celebration of the birth of his first grandchild. It was also then that Sasson took on the role of international marketing and sales director.
Sasson has played an integral part in the expansion of the Aaron Basha brand, on both a domestic and international scale. Particularly effective in the realm of marketing and public relations, and armed with a vast knowledge and life long experience in jewelry design, his efforts have included everything from consumer advertising to charitable initiatives. He is also credited with the development of unique co-marketing promotions, such as Aaron Basha’s partnership with the Principality of Monaco.
“We take fun very seriously here,” Sasson says, and each whimsical design in the company’s collection of fine jewelry and collectibles attests to that fact. An avid surfer, Sasson can be found- freshly tanned after a weekend at the beach-welcoming customers to the Madison Avenue boutique.
Today, the company offers a wide range of styles, expressive of youthful innocence and optimism. Its Ladybug designs are sparkling emblems of luck, while its Evil Eye amulets serve as protection against harm. Each of the collections draws inspiration from notions of love, life, family. Sasson embodies the same joie de vivre as his father, who believes that “Everyday should be a holiday to celebrate life.”
“We take fun very seriously.”
Whimsical and sweet, the Aaron Basha designs have captured many hearts; among them are high-profile clientele like Hollywood celebrities, international royalty, as well as many influential members of the fashion industry. Celebrities who wear Aaron Basha designs and consider themselves “a child at heart” include Eva Longoria, Catherine Zeta-Jones, Demi Moore, Britney Spears, Heidi Klum, Melanie Griffith, Celine Dion and Faith Hill, among many others.
What began as a small private enterprise has now grown into an international presence. The collections are now available in 16 countries, including the newest location at the Tokyo Midtown Galleria in Rappongi, Japan. Nevertheless, Aaron Basha remains a family-run business that hasn’t forgotten its roots.
With the creation of many new innovative designs, like the latest patented Basha Link convertible bracelet, as well as a stronger global presence, Sasson believes the future of Aaron Basha is even brighter than its luminous jewelry. Equipped with his family’s “pearls of wisdom” and an audacious wit, Sasson is successfully marching Aaron Basha and its enchanting parade of charmed characters into the future.
