Jewels of the East, a New York–based online boutique founded in 2013, is presenting its latest collection of Baltic amber jewelry, handcrafted earrings, necklaces, bracelets, and artisanal Kashmiri shawls at the Downtown White Plains Holiday Market, running from December 5 to December 14, 2025, at the City Center, 230 Main Street, White Plains, NY. The indoor holiday bazaar features more than 35 local artisans and vendors in the former Barnes & Noble space, creating a curated holiday shopping destination in the heart of downtown.
“I started this business because I wanted to bring pieces of art, something truly different and not easily available, to my clients,” says Farrukh Ahsan, founder of Jewels of the East. “I wanted to work with color and craftsmanship that spark joy, and with jewelry that means something to people, not just something they wear once and forget.”
After earning an MBA in marketing and taking time away from the corporate world to raise her family, Ahsan decided to build a brand around unique, globally sourced accessories. She began with shawls from Pakistan and India, designed and crafted by women artisans, and later fell in love with amber, a material she had never worn before but found deeply moving once she began working with it.
“Many of my clients have a family connection to Europe and a warm, almost nostalgic feeling toward amber,” Ahsan explains. “They talk about their grandmothers’ pieces, heirloom necklaces, and what was passed down from great-grandmothers. My jewelry often reconnects them with those memories.” She added, "The handmade jewelry market is projected to grow at around 11–13% CAGR over the next decade, significantly faster than the overall jewelry market, as consumers seek more personal, unique, and small-batch pieces" (source: Global Insight Services).
Jewelry That Tells a Story: Holiday Bestsellers at Jewels of the East
Jewelry consistently ranks among the top holiday gift categories: in recent U.S. surveys, apparel, accessories, and jewelry together are chosen by around half of holiday shoppers as a go-to gift category. At the White Plains Holiday Market, Jewels of the East is highlighting a curated selection of handmade, story-rich pieces designed for holiday gifting and year-round wear.
Key customer favorites include:
- Baltic Amber Earrings: Lightweight, warm-toned earrings in classic drops and modern settings — ideal for clients who want a subtle yet striking way to wear amber every day.
- Amber Statement Necklaces: One-of-a-kind necklaces that echo European heirloom styles while feeling modern enough for New York. These are often conversation starters at the booth.
- Amber Rings & Cuffs: Sculptural rings and bracelets that showcase the natural inclusions and glow of amber, appealing to collectors and first-time buyers alike.
- Kashmiri Shawls & Scarves: Handwoven by women artisans in Kashmir, Pakistan, and India, these silk, wool, and cashmere shawls add color and elegance to neutral outfits and are wearable across all seasons.
- Colored Stone Jewelry & Royal Collection Pieces: Carefully curated colored stones and special “Royal Collection” designs for clients seeking bolder, more ornate pieces with a strong cultural aesthetic.
All items are available across different price points, making it possible for students, young professionals, and seasoned collectors to all enjoy handcrafted, art-driven jewelry and textiles. This accessibility has been one of Ahsan’s core priorities from the beginning.
Memories, Heritage, and Emotional Connection
Over the years, Jewels of the East has grown not just through sales, but through long-term relationships with clients. Farrukh Ahsan often meets customers who return years later wearing pieces they purchased in 2013 or 2014.
“They come back and say, ‘Remember, I bought this from you, and I’ve loved wearing it ever since,’” she says. “That is the most special feeling in this business, knowing that what you sell becomes part of someone’s life story.”
The brand’s products often trigger deeply personal memories, Amber jewelry reminding people of Polish or Baltic grandmothers’ jewelry boxes. Shawls calling to mind wedding gifts and heirloom textiles passed down through generations.
These emotional connections are central to Jewels of the East’s identity, the brand does not simply sell jewelry and accessories; it offers bridges back to ancestral homelands, family stories, and cultural roots.
The Downtown White Plains Holiday Market is an established seasonal event, now held indoors, featuring over 35 artisanal vendors, Candy Cane Mini Golf, family photo stations, visits from Santa, and a full calendar of holiday activities running daily from 11 a.m. to 7 p.m.
For Jewels of the East, the Market is an opportunity to introduce New Yorkers and Westchester residents to handcrafted Baltic amber jewelry, Kashmiri shawls, and one-of-a-kind accessories they are unlikely to find in mainstream retail.
“I love meeting people at markets like this,” Ahsan says. “Sometimes it almost doesn’t matter whether they buy or not. When I see that spark in their eyes, that recognition, that excitement, it brings me so much joy. That’s what keeps me going.”
As an online retailer and regular presence at select shows, she is now looking to bring her distinctive jewelry collections into boutiques across New York and welcomes partnership inquiries from retailers who want to grow together.
About Jewels of the East
Founded in 2013, Jewels of the East is a New York–based online boutique offering Baltic amber jewelry, handcrafted earrings, necklaces, rings, bracelets, shawls, scarves, and home décor sourced from artisans worldwide. The brand works closely with women artisans and women-owned businesses, focusing on heritage, craftsmanship, and emotional storytelling. Its collections include the Amber Collection, Colored Stone Collection, Royal Collection, and a range of artisanal accessories and home textiles, many of them handmade and one-of-a-kind.
Jewels of the East aims to make artful, meaningful jewelry and textiles accessible to clients across generations, from teens buying their first amber piece to collectors expanding their heirloom collections.
For more information, visit jewelsoftheeast.com, follow on Instagram, or email contact@jewelsoftheeast.com.
