When talking about women’s empowerment, strength and competence; Emirati jewelry designer, Fatima Al Dhaheri, will definitely occupy a leading position. Fatima took over her family’s long-established jewelry business in Abu Dhabi, armed with a great passion for art and precious organic gemstones. She was able to develop “Amwaj” into a well-known brand on the regional level, with a good reputation overflowing with quality and creating contemporary pieces of wearable art. , relying on the skill of the house’s craftsmen. She did not stop there, but rather tweeted on her own, launching her own brand, “Ruwaya” jewelry, which we talked about, and other things, in the following dialogue:
You took over the family business in 2010. What do you remember from the beginnings with Amwaj?
My path down the jewelry design path was somewhat preordained, and my passion for jewelry and the world of fashion was my starting point in my professional journey, which began when my father suggested that I join the family business as director of “Amwaj” Jewellery. What prompted me to begin studying gemology and the art of jewelry design at the Gemological Institute of America. After several years in “Amwaj” Jewellery, and with the encouragement of my father to formulate my own vision, I launched my luxury brand in the United Arab Emirates in 2015, under the name “Ruwaya” Jewellery.
For 13 years.. What challenges did you face during this journey, and how were you able to overcome them?
The biggest challenge we faced was dealing with the huge demand for our products. As an Emirati brand, we design, produce and manufacture everything in-house, and we wanted to maintain that; Because it is an essential part of our brand. This prompted us to expand our workshop, which ultimately led to developing our skills and craftsmanship in jewelry production, until we became globally competitive. I am proud that all Amwaj jewelry products are manufactured in the Emirates with uniqueness and mastery, and leave a lasting impression in the Arabian Gulf.
Influential elements
What elements influence you and are thus reflected in your luxurious designs?
Family, ancient heritage and Emirati culture inspire my designs, which reflect my vision of the world and the many interactions with inspiring women and their stories. Our traditional Arabic jewelry, featuring layers of gold, tells the stories of our history, and the stories of the women of the community.
Fine jewelry is of great importance in our Arab societies. What are the reasons in your opinion?
Jewelry has always played a major role in the culture of our Arab societies, as it has linked people together, and has become a symbol of special occasions, important events, and transitional moments in life, in addition to embodying emotional relationships between people.
To what extent does your love for gemstones move you creatively?
Each stone has a unique character, which is enhanced through the design process. I usually select gemstones for their energy and natural beauty, but I like to keep the stones organic and allow each stone to shine in its natural beauty.
Diamond studs dominate Amwaj jewelry. Is this a matter of excellence and craftsmanship, or does it stem from your personal love for diamonds?
It is a balance between skilled expertise in craft and design, as well as passion for the pieces at hand. Focusing on detail is important when creating these pieces; Because we think of jewelry design as storytelling, a way to connect with people; The pieces we create are the result of my eternal love and passion for the craft, and creating distinctive pieces that are timeless, and I believe this is what makes “Amwaj” stand out in the world of jewelry.
What is your favorite piece of jewelry, and why?
The Eden collection, from Roya Jewellery, contains some of my favorite pieces, featuring pink diamonds. The “Eden” group specializes in detailed handwork, which results in amazing and extremely beautiful designs.
Do you adhere to the concepts of sustainability in the manufacture of “Amwaj” jewelry?
Sustainability is an important element at Amwaj, as we ensure that all our materials and stones come from ethical sources, maintaining the correct certifications, and dealing with reputable suppliers. In the future, we at Amwaj look forward to further enhancing sustainability practices in our production, as we attach great importance to the issue of sustainability.
the secret of success
What is the secret of Amwaj’s success… after these long years?
Our commitment to consistent quality in our craftsmanship, as well as our careful selection of stones, are the most important elements of success. Our relationship with our customers is extremely important, and our global identity extends through the continuous promotion of innovation and design.
Are you planning to open branches outside Abu Dhabi?
We aspire to open branches of Amwaj Jewellery, first in the Gulf countries, then in international horizons as a next step.
After long experience in the world of fine jewelry.. What do you aspire to develop and advance in your experience?
I would like to develop and expand the different possibilities I can have in production and methodology, by developing the techniques used in the workshop.
Currently…what are you focusing on?
We are currently working on launching new collections.
Is there a specific message you would like to send to jewelry design lovers?
Honesty and integrity are the foundation for the success of this work, and being open and flexible are also very important to face challenges. Because every closed door is an opportunity in disguise, directing you to better paths. Giving yourself the opportunity to make mistakes, and celebrating them with pride, is very important, because every challenge is an opportunity waiting for you. To benefit from it.
