We were lucky to catch up with Sheva Absher recently and have shared our conversation below.
Sheva, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
My work ethic comes from my mother, an Iranian immigrant who built a life for herself in America through sheer determination and resilience. She arrived in the U.S. in her early 20s, put herself through nursing school, and bought a home on her own—all while being a single mother to my brother and me. To provide us with a stable and fulfilling life, she worked countless double and night shifts.
Watching her persevere through challenges instilled a deep sense of discipline and drive in me. As an entrepreneur, I’ve had to push forward even on days when motivation or creativity feels out of reach. My work ethic keeps me consistent and helps me show up and perform regardless of the circumstances. I recognize that the opportunities I have today are the result of my mother’s sacrifices, and that fuels my dedication to my craft and career.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
I’ve spent over 15 years in the jewelry industry, specializing in design and trend forecasting. My work revolves around helping brands expand their assortments while staying ahead of emerging trends, ensuring that every piece tells a story and resonates with consumers. What excites me most about this industry is the balance between artistry and strategy—combining creativity with market insights to create designs that feel both fresh and timeless.
While I love collaborating with brands to bring their visions to life, I also have my own jewelry line, West Native, which reflects my personal design perspective and vision. My work is deeply inspired by both my Iranian heritage and my Los Angeles roots. Through design, I seek to find beauty and balance between these two identities.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Resilience: As an entrepreneur, there are periods where business is booming and creativity is flowing and periods that are not so abundant. I’ve had to be resilient in order to weather the storms of slow and challenging times, trusting that they are temporary and that if I keep charging ahead, the tides will turn in my favor once again.
Adaptability: Being open to and welcoming of change has helped my learn and and evolve with industry trends and market shifts. It’s also helped me level up and take risks.
Trusting My Vision: this has been one of the hardest but most important lessons. It’s easy to feel insecure or second-guess creative decisions, but staying confident in my perspective has allowed me to create work that I am proud of. Ultimately, authenticity is what resonates most, and having confidence in what I bring to the table has helped me find success.
I would encourage those starting their journey to not be discouraged by failures or setbacks, they are part of the process and ultimately help you learn and level-up.
What do you do when you feel overwhelmed? Any advice or strategies?
As an entrepreneur, feeling overwhelmed is something I experience often. I wear many hats beyond being a designer, from managing business operations to handling marketing and logistics. When I feel overwhelmed, I lean into the part of my job I love most—design. Creativity has a way of re-energizing and inspiring me, and by focusing on designing, I can regain clarity and perspective. It’s a reminder of why I started in the first place, and it helps me reconnect with my passion. My advice for others is to find what in your work gives you that spark of joy and inspiration. When things get heavy, turning to that can help refocus and recharge your energy.
Contact Info:
- Website: https://www.westnative.com
- Instagram: @westnative
- Linkedin: https://www.linkedin.com/in/sheva-lee-absher-3b6b9628/
Image Credits
@sincerelyyoursfilm
@sammipaul
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