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The Story of the Country’s First Jewelry House Imagine a company entering the 1990s without the economic foundations it had long relied on. Supply chains had come to a halt, working capital had run out, yet the doors of its stores still had to open every morning. To stay afloat and ensure that employees continued to receive their salaries, management had to take unconventional measures. Every marketable asset was put to use, including imported textiles and remaining stock from retail outlets closed as part of the Berezka trading network. Today, having come through that exceptionally difficult period, the company is celebrating its 85th anniversary. Behind this milestone lie years of development and an era in which the lives of hundreds of people became intertwined as they worked to preserve the country’s jewelry heritage. Ahead of the anniversary, Dabyr Inkerbayev, the company’s principal shareholder and one of the key figures behind its modern history, and Zhanibek Nurpeisov, Commercial Director, sat down for an open conversation. The full interview is available on our YouTube channel: The Turmoil of the 1990s and the Value of Reputation As familiar systems collapsed and only 16 of the 38 stores in the extensive Kazyuvelirtorg network could be retained, the company’s greatest assets were neither its premises nor its remaining raw materials. They were its people and a name that inspired trust. “At the time, Kazyuvelirtorg had 38 stores. Then privatisation began. We did not have the resources to preserve the entire network,” recalls Dabyr Kamysbayevich. “What I remember most is the support we received from our employees. Through our collective efforts, we managed to keep 16 stores.” In an environment marked by shortages, personal relationships and the trust of business partners proved invaluable. Leningrad-based Russian Gems helped fill gaps in the product range, while Canadian suppliers entrusted the company with precious jewelry on little more than a word of honour, allowing payment to be made once the items had actually been sold. “For me, quality and trust in our name must always remain constant,” Dabyr Kamysbayevich emphasises. “Customers must be confident that they are receiving exactly what they have paid for. But trust matters not only to our customers. In the most difficult years, our employees and suppliers also placed their trust in us. That is what enabled the company to continue operating.” Generations Connected Through Family Memories Over the decades, KazakhYuvelir’s salons have grown far beyond the role of ordinary retail outlets. Today, it is difficult to find a family in Kazakhstan whose story has not, in some way, intersected with the brand. “Over the years, the company has become part of the history of many families,” says Zhanibek. “Some people tell us that their parents bought their wedding rings here. Others remember a piece of jewelry given to them by their mother, or one passed down from their grandmother.” This continuity between generations also shapes the direction of the modern team. Respecting the cultural codes of the past requires an ongoing dialogue with a new generation that values not only the status associated with a precious piece of jewelry, but also its deeper meaning and design. The Road to the Centenary In 15 years, the brand will celebrate its centenary, and its ambitions extend well beyond the domestic market. “Being a Kazakhstani brand means more than simply using a national ornament or pattern. It means understanding our culture and continuing to tell its story in a contemporary language,” says Zhanibek. “I would like someone in Dubai, Paris or New York to first see a beautiful, distinctive piece of jewelry and then discover our culture through its story.” Returning to the company’s roots, the Commercial Director offers a symbolic reflection: “You preserved the company at a time when its very existence was in question, and we were given the opportunity to take it forward. If, by the centenary, the company has grown stronger while retaining the trust associated with its name, then we will have done justice to what you passed on to us.”

A grandmother’s spindle is not something one often encounters in a jewelry showcase. Yet one found its way there — not as a museum artefact, but as a work of jewelry. KazakhYuvelir: Opening Doors to New Names In 2020, KazakhYuvelir established an award for jewelry design with the aim of advancing the jewelry industry and creating a platform for emerging talent and fresh creative approaches. At the heart of the KazakhYuvelir Award are three principles: Preserving cultural heritage and passing it on to future generations. Supporting artists and designers in giving heritage a new voice. Bringing together those who see jewelry as a language of identity. Today, the Award offers talented artists a unique opportunity to establish themselves and receive respected professional recognition. Zhansaya Tileuberdi: The Path to Victory Zhansaya Tileuberdi is a multidisciplinary artist and the winner of the 2025 KazakhYuvelir Award. «From an early age, I understood that creativity would hold a special place in my life, and jewelry was part of that. It became part of my world. When I was a child, my mother would often call me a magpie because I was always captivated by jewelry,» Zhansaya recalls when speaking about the beginnings of her passion for jewelry. For the Award, she submitted one of her ideas, dedicating it to women. Unexpectedly, the spindle became the central element of the concept. Symbols and Meanings The word Äiel means «woman». For Zhansaya, the name carries a deeper meaning: in her concept, woman becomes a foundation of the universe, because it was through women’s hands that cultural values were passed down through generations. Without their labour, this cultural code might have been lost. Her inspiration came from the work of women’s hands, above all the traditional craft of working with felt. Zhansaya connects this practice with history: Kazakh women have worked with felt and textiles for centuries. «I am inspired by working with felt,» she says. One of her central ideas when developing the sketch was to reinterpret this material. The spindle became the central image of the design — a tool once mastered with remarkable skill by grandmothers and mothers. The chain wrapped around it represents a thread, with every centimetre symbolising honest labour. The thread encircles the «needle» and gathers into a ball resembling a bird’s nest. The rim of the spindle evokes the shanyraq — the threshold between heaven and earth — while the thread passing through it creates an intimate space that the artist calls the «island of life». «I Saw the Result So Soon»: Behind the Scenes at the KazakhYuvelir Factory The artist worked closely with the masters of KazakhYuvelir to bring her sketch to life. «First and foremost, I would like to highlight how quickly the idea itself was realised: I drew it, and very soon I was able to see the result,» Zhansaya recalls. She also highlights her collaboration with Zhanat Temirkhan, Chief Designer at KazakhYuvelir. The concept was further developed through a close creative partnership between the two. Bringing a Dream to Life The sketch was then sent to the KazakhYuvelir factory in Almaty, where the master craftsmen translated it into gold while preserving the artist’s original vision. The result of this collaboration is the AIEL ADAM gold collection. Zhansaya is eager to see these pieces worn by women — once, they existed only in her imagination. Discover the Award entries by the participating artists at Almaz boutique. The exhibition will be open throughout October. Address: 77/85 Gogol Street, Almaty.