A step-by-step story from March to today — how an idea became a handmade Amsterdam design brand.
Faith and a New Beginning
After one of the hardest years of my life — months of depression, legal battles, and moments when it felt like everything was being taken away — a small light appeared. It was faith, hope, and belief once again.
In March, CARDHEIR was just an idea — a vision of creating a practical, sustainable accessory that could carry both function and meaning. That spark became my reason to start again.
Step by step, I shaped it: sketching designs in silence, sourcing premium leftover & handcrafted materials, and crafting every piece by hand in Amsterdam. Every stitch, every cut, every choice was made with care — turning pain into purpose, and challenges into craft.
Today, CARDHEIR is more than a product. It’s proof that even in the darkest times, you can create something that brings light — to yourself, and to others.
Small Design. Big Difference. Together, we design change.
— Reza Kalani
Handmade CARDHEIR cardholder journey – born from personal struggle, crafted with hope in Amsterdam.
Summary of the Artisanal Creation
CARDHEIR is my third brand-building experience — and this time, I approached it with both speed and precision. From the very first spark of the idea in March, I followed a calculated 12 paths:
1. From Idea to Concept (March 24, 2025)
It all began with a simple idea — to create a practical, sustainable, and culturally inspired cardholder. The vision was clear: 100% handmade in Amsterdam, crafted with purpose and meaning.
2. Concept Visualization
I transformed the raw idea into visual concepts, sketching the product and its unique features. This stage was about imagining how the design would look, feel, and connect with its audience.
3. Business Plan & Strategy
Defining the USP (Unique Selling Proposition) and identifying target groups — from Amsterdam tourists seeking meaningful souvenirs to students and professionals needing everyday practicality.
4. Brand Development
Shaping the brand identity and creating the Brand Book. Establishing the visual language, tone, and storytelling approach that would guide every creative decision.
5. Presentation & Branding Elements
Preparing professional presentations for partners and collaborators. Designing the logo, illustrations, and patterns that would become the brand’s cultural signature.
6. Product Design & Prototyping
Designing the cardholder, creating the pattern, and selecting handcrafted methods with upcycled leftover materials from France and Italy.
7. Crafting the Icons
Since storytelling is central to CARDHEIR, I developed seven original Amsterdam-inspired icons. Each was designed and illustrated to be laser-carved onto the product — making every piece a cultural keepsake.
8. Packaging Design & Production
Originally, I planned to outsource packaging. But realizing it didn’t align with the brand’s sustainability goal, I decided to design, prototype, and produce the packaging myself in the studio — a process as time-consuming as crafting the product itself.
9. Handmade Production
Cutting, stitching, assembling, and laser engraving — every step done by hand in Amsterdam to keep the promise of authenticity and local craftsmanship
10. Content Creation & Storytelling
With the help of Valeria, we created professional photography, videos, and brand storytelling to present CARDHEIR’s journey and values.
11. Website Design & Launch Preparation
Designing and building the website with commerce and blog sections to host product sales and share the journey with the world.
12. The First Drop — August 7, 2025
From the first sketch on March 24 to the launch date, every step was done with precision, passion, and purpose. 200 handmade pieces were ready for the world — alongside the concepts for future collections already designed.
Small Design. Big Difference.
Every stitch, every detail, every choice was made to prove that design can be sustainable, cultural, and deeply personal. CARDHEIR is not just a product — it’s a story you carry.