Mia Khalifa is adding more sparkle to summer, and it’s not coming from the usual fashion suspects. The media personality and entrepreneur took to Instagram this week to unveil the latest release from her jewelry and lifestyle brand Sheytan: an ultra luxe line of body chains designed to dazzle, seduce, and empower.
In a sultry series of photos and videos that quickly went viral, Khalifa modeled the “BODYCHAIN’D” the brand’s newest addition. Wearing the cushion cut Italian crystal chain, handmade in Florence, she captioned the post:
“New belly chains now available at @sheytan.world. I’m wearing the cushion cut Italian crystal chain handmade in Florence.”
The post has since racked up over 750,000 likes, 8,000 comments, and a staggering 175,000 shares, with fans and fashion aficionados alike praising the blend of elegance and sensuality that Sheytan has fast become known for.
https://www.instagram.com/p/DM0S-luxXMh/?igsh=c2pkaWI3dG8zeXgz
The New Drops: Luxe Meets Liberation
The Sheytan website now features two new designs as part of its BODYCHAIN’D collection:
- Marquise Crystal Waist Chain $160
Made in Firenze, Italy, featuring Marquise cut Italian crystals set on an 18ct Gold Vermeil chain
Swim proof, Sweat proof, F** proof* - Cushion Crystal Waist Chain $160
Also crafted in Florence with Cushion cut Italian stones and 18ct Gold Vermeil
Swim proof, Sweat proof, F** proof*
The bold tagline isn’t just for marketing. It’s a manifesto. These pieces are designed to move with the body, endure the elements, and make a statement: confidence is the new luxury.
The Story Behind Sheytan
Co-founded by Sarah Joe, better known to the world as Mia Khalifa, and creative partner Sara Burn, Sheytan is more than just a jewelry label. Described as a “universe, a vehicle for creativity and collaboration,” the brand is an homage to the body, to feminine mystique, and to unapologetic self-expression.
“Sheytan” the name itself a reference to the Arabic word for “devil” plays with contradiction: temptation and beauty, secrecy and empowerment. The brand leans into what it calls “Shh! Pieces” subtle, statement making accessories designed to be worn with intention and mystery. The smaller “Shh” logo that appears in the brand’s visual identity hints at something intimate a knowing glance between wearers, a secret power shared in plain sight.
Made with Meaning: The Sheytan Standard
Far from fast fashion, Sheytan’s pieces are produced in carefully selected factories in Florence and the UK, many of which are women owned or family run enterprises. Every step of the manufacturing process is personal, artisanal, and intentional.
“We know the human hands who are touching each product we’ve made,” reads Sheytan’s brand manifesto. “It’s not faceless. We know who’s making this. We know who’s packing it.”
The result is a product not just beautiful in appearance, but rich in craftsmanship and integrity. The founders make regular visits to their workshops, ensuring sustainable practices and quality that aligns with their vision of jewelry made “for forever.”
A Movement, Not Just a Brand
From the outset, Sheytan has positioned itself as a lifestyle concept, not simply a purveyor of chains and crystals, but a feminist, sensual, and highly curated design house. Khalifa and Burn treat jewelry like lingerie: personal, powerful, made to delight the self first.
With their newest BODYCHAIN’D collection, they remind women (and anyone who wants to feel divine in their skin) that adornment is a form of agency.
As Khalifa continues to redefine her career through entrepreneurship, Sheytan stands as a bold chapter in her evolution, one rooted in sensuality, substance, and storytelling.
And with pieces this captivating, it’s safe to say: the secret’s out.
