Meet with
Arzu Velieva

Biography

At just 21 years old, Arzu Valiyeva is redefining what it means to merge craftsmanship with emotional storytelling. As the founder of Kador (@kador_jwl), a handmade jewelry brand based in Azerbaijan, Arzu’s work is rooted in creativity, authenticity, and a deep love for nature and human connection.

Originally from Moldova, Arzu moved to Azerbaijan in 2021, carrying with her a passion for the arts that began in childhood. What started as a hobby soon flourished into a professional pursuit when she found her medium in jewelry wax and metal. Thanks to the guidance of her uncle, a professional jeweler, she mastered both contemporary techniques and the intricate Azerbaijani filigree craft. These skills would become the backbone of Kador—a brand born out of her desire to turn emotions and values into wearable art.

“I turned back to creativity and doing stuff,” Arzu shares in her interview. “That’s how I basically found my love for jewelry making… I’m very thankful to my uncle, who helped and guided methrough this whole process.”

But what truly sets Arzu apart is not just her skill, but her philosophy. Through Kador, she shares “a lot of love for the world”—channeling her emotional sensitivity into delicate miniature sculptures and organic designs. Her pieces are inspired by the natural world, which she sees as a metaphor for resilience, beauty, and connection. For Arzu, each piece is more than decoration—it’s a story, a feeling, a bridge between people.

Where many focus solely on aesthetics, Arzu brings her audience into the behind-the-scenes world of her creative process. Whether it’s filming how she sculpts a ring from wax or narrating her thoughts during design, she fosters a personal relationship with her followers—something she believes is often missing in the jewelry industry.

“I think it’s the deep dive into the process… showing all the sides of the experience,” she explains. “That builds a closer relationship with the audience.”

She also believes in joy and play. Her humorous and candid content reflects her personality and makes her brand approachable. “I find that a lot of people find it amusing, and that’s what brings them closer.”

Arzu’s trajectory has been shaped not by one singular breakthrough, but by a series of small, meaningful milestones. From crafting her first professional piece to showcasing her work at local events, each moment has offered her valuable lessons that now shape the identity of Kador.

When asked how she measures success, Arzu doesn’t cite numbers—she speaks of feedback, emotional resonance, and connection. “It’s the feedback that I get. What brings me the most joy is when I see that people can find love and share love.”

Looking ahead, Arzu hopes her work contributes to a culture of confidence and authenticity among young creatives in Azerbaijan. She dreams of a future where people feel empowered to pursue their art and stay true to themselves.

“If you do something that you truly love, your life will be always good—no matter what other obstacles you may come in front of.”

Though her audience is still growing, Arzu values quality over quantity. Her greatest aspiration? To inspire others to create from a place of groundedness, sincerity, and purpose

“I think that message—being close to nature, being true to yourself—is what I would like to transmit in the world. That’s my biggest goal.”

As one of the few emerging voices in Azerbaijan’s creative scene using traditional craft to tell modern stories, Arzu Valiyeva reminds us that jewelry can be more than an accessory—it can be a reflection of the soul.

Her brand, her story, and her philosophy embody the essence of this project: a young Azerbaijani woman carving out space for emotion, craft, and authenticity in a fast-moving world.