How Tabayer Jewellery is Winning the E-Commerce Market at a Time when Most Luxury Jewellers are Failing

by Thomas Herd



The eponymous jewellery brand Tabayer known for dazzling the runways and red carpets of the world- has become one of the few new luxury brands to become a major force in e-commerce.

At a rarified MSRP which isn’t typically conducive to digital viability, we take an inside look at how CEO and Founder Nigora Tabayer has innovated solutions to make her luxury price point line an undeniable success.

Born in Central Asia and raised with an international upbringing—she has called New York City, Miami, London, and Paris home—Nigora Tabayer created her line through a global and progressive lens and with a set of values that could attract a wide range of jewellery consumers. She champions womanhood, individuality, strength and savvy, and she translates these traits into what she conceives.

Tabayer’s The Eye Collection- which has emerged as a red carpet favourite for a wide range of stars from supermodels like Shanina Sheik to movie stars like Eva Longoria-  presents a blend of beautiful aesthetics (often inspired by nature, travel, and art) with a protective, safeguarding element—whether that be through symbolism, storytelling or otherwise.

Her approach is to create pieces that fit the lifestyle of a modern woman and to make fine jewellery that is wearable and practical and intended to exist in the day-to-day. Her Haute couture-trained eye and her dynamic background shape the process and the results are pieces that capture more than just the brilliance of gemstones. They reflect the layers of her—and the wearer’s personality, in shades of striking white, rich green or ocean blue.

This layering of detail creates subtlety and meaning that most modern-day jewellery lines lack and as a result can be appreciated by the most discerning of customers while at the same time remaining appealing to jewellery enthusiasts far and wide.

Such thoughtful positioning and the skillful capacity to execute on the multifaceted design vision has enabled Tabayer to attain market success even in a climate that is not typically accommodating of young upmarket brands.

To shop the TABAYER collection, visit