Built from chaos
A mix of where we’re from and what we’re into.
THE STORY BEHIND SHER CLAN
THE STORY BEHIND SHER CLAN
Sher Clan was founded in 2025 by Shawn Asser to bring South Asian roots into modern jewellery and encourage others to wear their own history with pride. It’s for those who embrace the chaos that shapes them and want that part of themselves to be seen.
Like many people, I grew up with a mix of cultures. Born in India and raised in Australia, I was shaped by different places, people and ways of life. Sher Clan is my way of bringing those influences together and making something that people can see a part of themselves in.
“Sher” means lion, a symbol of strength and quiet confidence. That spirit runs through the brand: being comfortable in your own skin, owning where you come from and giving yourself room to be different.
You don’t have to fit neatly into one world. There’s something worth wearing in the mix.
MORE THAN JUST JEWELLERY
MORE THAN JUST JEWELLERY
Jewellery has always carried something. Power, status, identity. In India, warriors, kings and noblemen wore rings, amulets and armlets that said something about who they were.
That history is full of character, yet so much of men’s jewellery today feels like a variation of the same thing. Sher Clan grew from wanting to bring some of that character back, in pieces we’d want to wear now.
We pull from ancient craftsmanship, modern shapes, streetwear and luxury. Sometimes the influence is obvious. Sometimes it’s in a small detail you only notice up close.
Each piece starts with a story. What you do with it is yours.
SHER CLAN’S PROMISE
SHER CLAN’S PROMISE
We want to keep making jewellery with thought behind it. Pieces that carry our influences, feel good to wear and give you something to connect with.
That means staying curious, building stronger collections and being deliberate about the materials we use. It means continuing to work with sustainable materials and refining the fit, finish and details as we grow.
We’re building something we believe in, and the people who choose to wear it are part of that. Your support gives us the chance to keep creating and take the next collection further.
This is still the beginning. I hope you stick around for what comes next.
— Shawn, Founder
