SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
Events & AwardsMay 27, 2016
Morais x Basha Collaboration to Debut at Couture
Jewelry brands Luis Morais and Aaron Basha are teaming up for an ongoing partnership that will be shown to buyers and press for the first time in Las Vegas.
“It’s cool, fun fine jewelry that can be worn with a bathing suit and into the evening,” said Regine Basha, chief creative officer of Aaron Basha.
New York--Tellingly, the Morais x Basha collaboration was born from a chance encounter in Mykonos, Greece.
“We were instant friends,” echoed Morais.
Friendship turned to business in the form of a 60-plus piece collection fusing the ethos of both brands: think Luis Morais’ vintage-bead bracelets paired with Aaron Basha’s signature charms, featuring an abundance of the symbol both Greek-vacationing designers use often--the evil eye.
Morais and Regine Basha wanted to create jewelry appropriate for the world’s chicest beaches.
“It’s cool, fun fine jewelry that can be worn with a bathing suit and into the evening,” Regine Basha said.
She and her sister, Osi Basha Soffer, worked with Morais to develop the collection.
“We went through their history, their designs and what could complement it and update it,” Morais said. “What surprised me was how open they were to my ideas.”
“When something is meant to be, everything comes together easily,” explained Regine Basha. “Before we knew it, we were in Muse showroom and we were at Couture. The energy was really positive and smooth. When it happens that way, there’s really magic that results from it.”
Entry-level beaded bracelets and necklaces will retail for approximately $210 to $550. Larger, stone-heavy, 14-karat gold pieces will retail between approximately $3,300 and $9,800.
Though final samples of the collection were only finished a week ago, the Basha team has already been testing the waters for customers’ reactions.
“I put it in my store window on Madison for the day, just to see what kind of feedback I was going to get,” Regine Basha said. “People were coming in and wanting to try things on. One woman ordered a necklace; I was like, ‘I can’t give it to you, this is a sample.’ Her husband was like, ‘We’ll pay double if she can take it now.’ I was so excited that there was such a strong response.”
The “Osi Hamsa” cuff will be available in 14-karat yellow gold with customizable stones.
The “Luis” chain necklace with fringe in 14-karat gold with enamel
The “Romi Clover” beaded bracelet is one of the collection’s entry-level pieces. It will retail for approximately $300.
The “Shoosha Fringe Eye” cuff in 14-karat gold and purple enamel
The “Bella” chain necklace features stones inlaid in pink quartz.
The “Nori Evil Eye” studs feature pink sapphires in 14-karat yellow gold.
The “Jenny” string necklace with 14-karat gold and purple enamel
The “Romi” beaded bracelet with a 14-karat gold eye bead
The “Melissa” evil eye ring
Another variation of the customizable 14-karat gold “Osi” cuff, featuring an evil eye
The 14-karat gold and enamel “Lilly” cuff
The “Aysha” fringe eye necklace in 14-karat gold with purple enamel
The aesthetic synergy between Morais and Basha is all the more singular for the brands’ disparate backgrounds.
Brazilian-born, Miami-based Morais fell into his trade in the late ‘90s after replicating a
bracelet he saw in a magazine. Almost two decades later, his jewelry can be found in retail locations from Bergdorf Goodman to Colette and e-commerce sites such as Mr Porter and Stone & Strand.
Aaron Basha hails from a line of Middle Eastern jewelers who bejeweled Babylonian royalty. After creating his own company in 1950, Basha went on to specialize in charms; he is particularly known for his popular baby shoe charms.
“It was a great honor to me to present the collection to Aaron Basha himself,” Morais said, “and we were able to have a wonderful conversation about jewelry.”
Today, maintaining family tradition, Basha’s four children work for him in New York where the company now is based.
“This is the first time that my sister and I have really taken the reigns,” Regine Basha said, “and it’s great because we’re the younger generation and [Morais x Basha] has a cool, younger generation feel to it. We really are reflected in this collection.”
So far, signs for the partnership bode well.
“We’re already discussing the next collection and what that’s going to look like,” she said. “This is not the one and only.”
Morais x Basha will debut to press and buyers at the Muse booth at Couture Las Vegas. The collection will be available online at MoraisBasha.com once the website launches, which is slated for this summer.
Aaron Basha hails from a line of Middle Eastern jewelers who bejeweled Babylonian royalty. After creating his own company in 1950, Basha went on to specialize in charms; he is particularly known for his popular baby shoe charms.
“It was a great honor to me to present the collection to Aaron Basha himself,” Morais said, “and we were able to have a wonderful conversation about jewelry.”
Today, maintaining family tradition, Basha’s four children work for him in New York where the company now is based.
“This is the first time that my sister and I have really taken the reigns,” Regine Basha said, “and it’s great because we’re the younger generation and [Morais x Basha] has a cool, younger generation feel to it. We really are reflected in this collection.”
So far, signs for the partnership bode well.
“We’re already discussing the next collection and what that’s going to look like,” she said. “This is not the one and only.”
Morais x Basha will debut to press and buyers at the Muse booth at Couture Las Vegas. The collection will be available online at MoraisBasha.com once the website launches, which is slated for this summer.
More on Events & Awards
The Latest
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
Weekly QuizJul 10, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
IndependentsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry DesignThe brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb JewelerGoldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the AmericasLongtime LVMH executive Michael Burke has stepped into the role.
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.
MajorsJul 10, 2025
Hearts On Fire Appoints New Sales DirectorVickie Rokkos has joined the jewelry company as its new national sales director of North America.
SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show TipsSponsored by Rio Grande Jewelry Supply
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s SweetnessThe “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.
EditorsJul 09, 2025
The Most-Read Stories of 2025, So FarDiamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in ArkansasThey discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.
