As featured in Apparel Magazine: Sasha Founder Interview

This week, Sasha was featured in Apparel Magazine, sharing the story behind the brand, craftsmanship, and journey so far.

Read the full article below or view the original feature via on the Apparel website here.

Sasha is a slow-crafted jewellery and accessories brand creating one-of-a-kind pieces by hand in New Zealand. Each piece is thoughtfully designed, ethically made, and created in small quantities. 

Founder, Sasha Ćurin, has always been creative, drawn to art, making things, and learning new hobbies. Her mother was a big inspiration as she owned a surf and streetwear store in Auckland for nearly two decades. 

Ćurin spent hours in the back room drawing, sketching, or watching new stock arrive, and sometimes tagging along to buyers’ meetings, which shaped her thoughts on design and retail. 

Growing up around Omaha Beach, she also spent most of her time outdoors, collecting shells and swimming; coastal freedom still influences everything she makes.

“Jewellery started simply because I couldn’t find pieces that felt like me. I was looking for bold, personality-driven pieces, but most jewellery out there felt delicate and minimal,” said Ćurin.

“I started teaching myself the basics so I could make pieces I wanted to wear. Crochet came later, when I saw how accessories could be reinterpreted in a modern way.”

After university, Ćurin moved to Croatia and spent a lot of time along the coast, wearing jewellery she’d made herself, and people would stop to ask where it was from. 

She soon realised there was genuine interest beyond friends and family and identified a gap in New Zealand's accessories market for pieces with more personality and substance. 

With Sasha, Ćurin has brought a fresh design sensibility and a slower approach, featuring pieces that aren't trend-driven or mass-produced. She added that some of her favourite fashion pieces were passed down from her mother, and believed that the stories behind vintage treasures led to great conversations. 

Mass-produced items don’t hold the same value, and so every Sasha piece is created with time and attention, making it special. While everything is handmade, Ćurin has structured production in small runs so stores can still reorder reliably. 

I'd love to see more stores take chances on artisanal brands, not just because it supports local creators, but because it gives customers access to something meaningful. It shifts the culture around fashion toward greater intentionality.

At the same time, the biggest challenge has been getting in front of the right audience and showing why the pieces are different. 

“The challenge hasn't been the product; it's been finding ways to get it into the right hands and spaces because I know once people experience the work, they understand what makes it special.”

Material choice also plays an important role, especially for pieces worn every day. Ćurin first discovered stainless steel jewellery while in Greece and loved that it was durable, hypoallergenic, and could be worn daily without tarnishing. 

She also spent time sourcing natural stones and pearls from international suppliers, experimenting until she found shapes, colours, and textures she loved.

I only work with natural materials because they have a feel and energy that synthetic alternatives can’t replicate.

For crochet bags, Ćurin came across a Portuguese company producing yarn from surplus fashion textiles, giving discarded materials a second life. The yarn is 90 percent cotton and a blend of up to 10 percent other recycled fibres.

Their philosophy on quality and sustainability aligned perfectly with Ćurin’s approach. As they are made from recycled materials, colours are often limited, so the bags are naturally small-batch.

“Premium is about the full experience I provide: quality materials, durability, and thoughtful presentation from packaging to display. Every touchpoint is considered so the customer feels the care that went into making it. That builds trust and loyalty.”

Sasha isn't for one age or style. It's for anyone who wants pieces that feel personal, bold, and thoughtful, and Ćurin wants to keep pushing the design forward by incorporating more global influences, experimenting with new materials, and exploring categories beyond jewellery and bags. 

At the same time, growth has to be strategic. Ćurin has been focused on working with the right stockists, stores that understand the value of artisanal design and want to invest in pieces with depth. 

I'm not interested in being everywhere. I'm interested in being in the right places, with partners who see what I'm building.

Article originally published by Apparel Magazine.