Building Confidence with Folklore | The Story Behind the Brand

In this insightful interview, we sit down with Myra Rahmani, the visionary behind Folklore, a jewellery brand that aims to empower women through style and self-expression. From her personal journey of growth and self-discovery to her plans for expanding Folklore into a lifestyle brand, she opens up about the inspirations, challenges, and aspirations that drive her work. Discover how she selects pieces that tell stories, how jewellery has influenced her confidence, and the advice she has for young women aspiring to follow their dreams.

1. What inspired you to create Folklore, and how does it reflect your personal journey and growth?

A few years ago, I started my journey toward self-discovery. I still have a long way to go, but I feel I have reached a point where I can acknowledge my fears, insecurities, weaknesses, strengths, skills, and talent. This knowledge instilled in me a strong desire to step outside my comfort zone and challenge myself. Folklore is a wonderful way to do it. It represents everything I once feared as a young girl—the idea of putting myself out there, the fear of what others would say, and the fear of failure. By starting Folklore, I proved to myself that I have grown into a person who is more in tune with her aspirations and ambitions. Seeing it prosper is an amazing experience that boosts my confidence. This is the personal aspect of my Folklore journey.

 2. How do you select the pieces for your collection, and what criteria do you use to ensure they tell a story?

Putting together a collection is a laborious task, yet I enjoy it the most. I want my pieces to have meaning and represent something. The thought process behind putting a collection together is the same one I use when buying jewellery for myself—each piece I buy reflects a part of my personality and helps me feel a certain way. This is what I want Folklore’s collection to do for other women and girls—I want my jewellery to be part of their story or help them tell one. For instance, someone who likes to make a statement or take risks may choose a bold piece from my collection, while someone with quiet confidence might find a pair of earrings that don’t dazzle but still stand out. That is the thought process behind putting together a collection.

 3. Folklore aims to be more than just a jewellery brand. How do you plan to expand it into a lifestyle brand, and what steps are you taking toward this goal?

Jewellery is the first step toward turning Folklore into a lifestyle brand. As the brand moves forward, I plan to add all the elements we (women) use to create a complete, confident look that portrays power, strength, femininity, and uniqueness. I’ve already started toward this goal by making Folklore the first jewellery website in Pakistan to offer a complete styling guide for all its jewellery items. Our styling tips create an image of a lifestyle women may aspire to have. Soon, Folklore will bring that image to life by offering everything under one brand.

 4. You mentioned jewellery as a way to boost confidence. Can you share any personal experiences where jewellery has empowered you or influenced your mood?

There have been many occasions when I’ve felt nervous or when my confidence waned. In such moments, I take extra care in selecting my accessories and outfits to convey what I want others to see—confidence, chicness, comfort, cheerfulness, etc. For example, I always wear hoops when meeting new people; hoops make me feel confident and ‘successful.’ It’s my way of dressing for success.

 5. Folklore offers styling tips with each jewellery piece. Why did you feel this was important, and how do you think it sets Folklore apart from other brands in Pakistan?

There are countless jewellery websites on social media, but they focus solely on selling products. I wanted Folklore to do more. I want my brand to connect with my customers, be their friend, their stylist, and offer more value. Since the idea behind the brand is to empower women through style, I couldn’t think of a better way than helping them put together a look that makes them feel confident. Folklore believes every woman is unique and beautiful, and I want my collection to help them accentuate that grace and beauty. This, I believe, sets Folklore apart from every other jewellery brand in Pakistan.

 6. Designing your own jewellery is a future goal. What kind of stories or emotions do you envision your designs expressing?

Grace, power, strength, and courage—these are the stories I wish my designs would tell. That is the goal. I have started working on my designs, and I hope to launch them soon.

 7. As a mother, wife, daughter, sister, and writer, how do these roles influence your approach to building Folklore and connecting with your audience?

I have always been a cheerleader for those I love. I try to encourage and support them in their dreams and celebrate their success. That is what I am trying to do through my brand. I want women and girls to dress for success—to dress for the roles they aspire to, be it a mother, wife, businesswoman, entrepreneur, or leader.

 8. How do you balance the challenges of running a business while managing personal fears and insecurities, and what advice would you give to young women facing similar struggles?

For me, overcoming my fears and insecurities was the toughest part. Every step I take is a new challenge that raises doubts and fears, but I have reached a point where I know these fears surface when I worry about “what others think.” Once you start believing in yourself, you find the power to put those fears aside and move forward. If you are facing the same challenge, I would advise you to surround yourself with people who lift you up and cheer you on. It may take time, but with courage, you will get there. We have two choices: either put our dreams aside and worry about what others might say or put our fears aside and chase our dreams. Only one choice allows us to live without regrets. Above all, have faith—work hard, be honest, do your best, and trust that the Almighty has a plan for you.

 9. What has been the most rewarding moment or achievement in your journey with Folklore so far?

Just the fact that I started a small business on my own is a huge milestone. I managed almost everything—inventory building, finances, marketing strategy, social media content creation, and product photography. Believe it or not, all the pictures on my website were taken with an Android phone (laughs). Seeing my vision materialise is one of the best feelings. I have a long way to go, but seeing the brand grow makes me so proud of what I have achieved so far. I celebrate every small milestone, making the whole journey a wonderful experience.

 10. What would you tell anyone who wanted to start the same or any other business? What practical measures do you believe they should take?

Starting a new small business is incredibly satisfying, but you must do your homework first. Research the market and your competition, and familiarise yourself with how social media works. Social media is all about content creation—even for sellers—so be prepared for that. Regarding finances, the initial investment varies, but it’s crucial to define a budget that includes marketing unless you already have a substantial network. The biggest challenge is staying motivated when success doesn’t come right away. You may not make sales or get substantial engagement initially, which can bring your spirits down, but it’s important to push through. Many give up during this phase, but it’s just part of the process. To stay committed, set a deadline—six or twelve months—and don’t quit before that, no matter how tough it gets. Once you overcome the initial struggle, things will start to change.