05/08/2026
before VidaKush was VidaKush… there was my mom, Rafia 🖤
a lot of people know the brand, the jewelry, the styling… but not everyone knows how much of it started with her.
what started as making pieces together slowly became flea markets, late nights, overflowing bead trays, learning as we went, figuring out websites and wholesale and instagram in real time. there was no big master plan. just creativity, instinct, and a lot of trust in each other.
my mom already had years of experience as a jewelry designer before VidaKush existed. she taught me how to work with my hands, how to trust my eye, how to keep creating even when you don’t fully know where it’s leading yet. and honestly… probably how to be a little dramatic about accessories too.
some of my earliest memories of the brand are just us surrounded by chains and leather scraps and crystals, talking about ideas that sounded slightly impossible at the time. somehow those ideas became real.
through every era of VidaKush, she’s been there. not just as my mom, but as a creative partner, a sounding board, a builder, and one of the hardest working people I know.
it’s really special looking back now and realizing this brand was never just about jewelry. it was about family. about creating something together. about taking a chance on an idea before there was proof it would work.
15 years later and i still feel lucky that i got to build this life with you 🖤