Why did you choose this particular category for your brand?

I find that jewelry to be a beautiful and neutral platform that transcends any cultural barriers where you can tell stories that can connect and unify people from different backgrounds, orientations, religions etc.

What is the top trait your brand is most known for?

Design with a story inspired by my life and history of our region.

What’s a surprising fact about you or your brand that your customers may not know yet?  

My background is not jewelry design. My education and career was psychology, peace education and conflict resolution. I did humanitarian work most of my career in different parts of the world, mostly working and mentoring women. 

Which other designer part of the EW family do you admire & why?  

I admire the initiative of the creative "family" of creatives focusing on our region. There's so much talent amongst these designers that at times is not recognized or appreciated enough, even with the ME clientelle. We may tend to gravitate more towards international brands and seek them out yet miss out on discovering our own regional or local talent. EW is creating a platform that can provide that exposure and break through the stereotypic perception that has defined fashion and jewelry for so long.  

What do you hope your customers feel or appreciate most while wearing your pieces?

My hope is that my client will feel a personal and spiritual connection with each piece she wears; a connection that reinforces hope, confidence and inner peace. I want her to know that each design carries with it part of my journey and story; hence I put my heart and mind into making it the best it could be.