Emirati women entrepreneurs bring local identity to jewellery design

Dubai: A growing number of Emirati women entrepreneurs are carving out a place in the jewellery industry through innovative designs inspired by Emirati heritage, Arab culture and the local environment, creating collections that compete with international brands in the local market. By combining traditional elements with contemporary design, these entrepreneurs are transforming personal passions into businesses and developing jewellery pieces that carry cultural meanings, stories and symbols rooted in the UAE. Inspired by Emirati identity Emirati entrepreneur Shaima Al Tunaiji Emirati entrepreneur Shaima Al Tunaiji said she entered the jewellery design sector about three years ago after completing specialised training courses to turn a long-standing passion into a business project. She explained that her designs go beyond aesthetics, focusing on pieces that convey stories, values and aspirations. “In designing jewellery, I am keen to highlight the beauty of Emirati identity through different forms and elements, including Emirati pearls combined with natural diamonds and gold,” she said. Al Tunaiji develops her designs locally and works with UAE-based manufacturers before promoting and selling the pieces through social media platforms. Among her collections are pieces inspired by ambition, horses in the Emirati environment, the traditional Emirati mandoos and celestial themes symbolising hope and aspiration. She said the designs have been well received by customers and are capable of competing with international styles available in the local market. Jewellery with meaning Entrepreneur Sawsan Faisal said her interest in jewellery design grew from a personal passion that later developed into a business after undertaking specialised training and study. “I believe in designing jewellery that expresses a meaningful message or purpose rather than simply creating decorative pieces,” she said. Many of her collections draw inspiration from Emirati heritage and Arab values. Among her designs are pieces titled Al Kawthar, inspired by the image of a flowing river, and Saqour Al Ezz, inspired by the cultural significance of falcons in the UAE. She has also designed a double-sided necklace reflecting contrasting qualities of ambition and tranquillity, as well as a collection called The Well, inspired by themes of hope and perseverance. Faisal said her products are manufactured locally and marketed through social media channels, where they have attracted strong interest from customers. Expanding beyond local markets Entrepreneur Sawsan Faisal Emirati entrepreneur Hanaa Al Ghurair said she turned her hobby in jewellery design into a business and now promotes her products through online platforms. Her collections combine gold, diamonds and precious stones with designs that reflect both Emirati and Arab identity while conveying broader human values. Al Ghurair believes locally designed jewellery has strong potential to reach international markets. “Locally designed jewellery pieces are highly capable of competing with international styles and attracting consumers,” she said. She acknowledged that manufacturing costs and the ongoing search for effective marketing channels remain among the challenges facing entrepreneurs in the sector. Opportunities and challenges The entrepreneurs highlighted several challenges, including balancing business responsibilities with family commitments, managing production costs and expanding marketing opportunities. At the same time, they praised the support available in the UAE for women entering the sector, including licensing services, training programmes and educational opportunities designed to help entrepreneurs establish and grow their businesses. Adding new dimensions to the industry Emirati entrepreneur Hanaa Al Ghurair Entrepreneur Hajar Al Jabri said the increasing participation of Emirati women in jewellery design has enriched the sector with distinctive ideas and creative approaches. Having recently entered the field herself, Al Jabri said she hopes to continue expanding her business and reach wider audiences through different marketing channels. The entrepreneurs agree that jewellery inspired by Emirati culture and heritage offers a unique proposition, combining craftsmanship, storytelling and identity while contributing to the growth of locally developed brands in the sector.