ENTREPRENEUR OPENS KHOI STUDIO THE KHOI
BY TIA CAROL JONES
The KHOI Studio recently opened in the Bucktown neighborhood. This inviting space, with its whites and creams and golds, is the brainchild of Hayet Rida. While meant to showcase the jewelry collections designed by Hayet, it looks more like an art gallery.
On opening day, there were 300 people in line to shop. Hayet was amazed at the number of people. Items also sold out throughout the weekend. People were purchasing pieces off the mannequins. “I think the beauty is, it’s a great space, but it’s also very affordable,” she said, adding that pieces cost on average $30- $50. “You can be paying $20 for an earring, and I still want you to feel calm and happy, and have
a luxury experience.”
Hayet studied photography in college and was always interested in sculpture. And, once she saw the body as a canvas and jewelry as sculpture and wearable art, she realized she didn’t need to be formally trained in jewelry design. She can see something and want to make it into a bangle or an earring.
Hayet is Ghanaian and is obsessed with masks and African sculptures. The launch collection is called Masked Identity. In a nod to this, there is a wall of the KHOI Studio that has masks on it. “When you look at African chiefs, their jewelry is big and bold. It’s not cute and dainty. I sort of took inspiration from that, it has to be grand, it has to be bold,” she said.
All of the creatives for the collection were shot by Ghanaian talent in Ghana, with Ghanaian models. She believes you give back to home without moving back home. She is proud that Ghana is in the creative, the talent and in the pieces. She started to design the collection in November. There are a lot of elements of shields, like a bangle from the collection, as well as in the brand’s logo. Once Hayet picks a theme, then the ideas start to come. Another element is a gong, which is visible in a few of the pieces and is representative of the gong that is hit before the start of war. The themes for the KHOI collections reflect stories central to Hayet’s life. Masked Identity is her ode to imposter syndrome.
When she first started KHOI, she felt inhibited by the fact that she wasn’t a jewelry designer. She realized that sometimes imposter syndrome can be what makes you work harder and it doesn’t have to overtake you. She wanted to celebrate that.
Hayet took the time to study some of the great jewelry designers. The summer collection is called Noor. It is all about sunset. The theme comes from Hayet sunsetting the imposter syndrome and going deep into bold pieces.
“I’m stepping out of the mask, stepping into the sun and saying goodbye to a version of myself. People always say, ‘write a book.’ This is my book, when I look back, every collection is like a chapter,” she said. Hayet is calling the KHOI Studio her starting line. She has surrendered to it and whatever is coming, she is ready.
Hayet had the most fun creating the Zizi Necklace, which is made up of cubes. It symbolizes how Hayet always boxed herself in. She took it and created the necklace with lots of boxes. She’ll wear it with one or two and stack them. In the summer pieces, her favorite piece is the first one she designed for that collection, the Tamu Earring.
When it comes to the store, she wanted to replicate the calm and quiet of her home, which she removed all color from. She loves neutrals and warm tones. Adding to the luxurious feel of the space, there are mannequins wearing the pieces. In decorating the mirrors where people can try on the pieces, there are affirming words based on sticky notes Hayet used to place on her mirrors.
Hayet is looking to make the space a venue for events. She also wants to take the brand global, with a pop-up in Ghana. She sees taking the pieces to other locations as a travelling art exhibition. “I want women to put on the earrings and feel like ‘yes, I didn’t have to break the bank, but I still feel good,’” she said. KHOI Studio is located at 2128 N. Damen. For more information, visit www.shopkhoi.com.
