"The critical ingredient is getting off your butt and doing something. It's as simple as that. A lot of people have ideas, but there are few who decide to do something about them now. Not tomorrow. Not next week. But today. The true entrepreneur is a doer, not a dreamer." Nolan Bushnell, founder of Atari and Chuck E. Cheese's

It’s my 30th birthday, I am a housewife married woman for 5 years, and a mother to a two years old daughter. There was a loud voice inside my head imploring me to take the first step towards my dream of starting my own business. And the rest as they say is history! I was seeing my success and feeling it, while no one else did, not even my husband. But I didn’t give up, I stood firmly in my belief and worked hard in accomplishing every step little by little. Soon my husband started to see my progress and was finally convinced to jump onboard and be excited with me! I lived in Denmark for four years and was very inspired by the quality of life there. The Danish people live with very high standards: they eat healthy organic food, buy good quality and long-lasting clothes and wear authentic jewellery. I also noticed that in many cultures and countries, now-a-days, people value authentic and high-quality commodities instead of cheap things that don't last long. This inspired me to provide a space for people who want to treat themselves with good quality jewelry and authentic gemstones. A place where quality is given the utmost importance and not compromised in any way. Assil, is what my dad named me; it means "The Soft Cheek". So I named my jewelry store after myself to honour him and his memories and with the hope that he can be proud of me from wherever he is now.

Always Natural Gemstones and Guaranteed Materials

In The Soft Cheek store, we only use natural, beautiful gemstones, to make sure all our customers will always be satisfied and feel the effect these brilliant gemstones bring to their daily life. We always try to have a combination of fashionable timeless and classy unique designs.

"The Soft Cheek" stands for the children

Why we do this? We believe we all are responsible to help each
others, we are selling gemstones that reflect hope, love and empowerment
so now its time to reveal what we got and give it back to the children who really needs it.
I am a mother and I know how it feels
if my child is cold, hungry or can be without shelter or even education, so how we do this?
With every purchase you do, we change lives for children around the world.