Rashida—named after my maternal grandmother and my daughter's middle name—is a brand born with the ambition to revolutionize the fine jewelry market. We move away from traditional, highly gendered designs and marketing—often steeped in fantasy—towards a more realistic, fun, fashion-forward approach that welcomes all bodies, ages, abilities, races, and genders. *insert 13 Going on 30 pitches scene here*

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At Rashida, heirloom jewelry is not just about adornment; it's about creating lasting memories and passing these cherished pieces through generations. Our commitment to ethical pricing ensures that our community can access some of the purest forms of gold jewelry at more accessible price points. I deeply value heritage and history, ethical and fair pricing, and the love and luxury that can be part of everyday life.

The name "Rashida" holds a special significance beyond its family connection. It signifies someone who forges their own path and stands firm in their convictions, embodying righteousness and justice. I hope that this name will inspire my daughter and others to consistently choose humanity, love, and kindness, even when it means taking a stand.

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While 'righteous' has sometimes gained negative connotations,  let's redefine it to focus on humanity first. Rashida is committed to this vision, steadfastly promoting diversity across all experiences. I promise to uphold these values unwaveringly.