The New Wave: Middle Eastern Creatives Making Noise

The Middle East has always been a place of contrasts — old meeting new, tradition colliding with reinvention.

What feels different now is the people at the heart of it: a generation of creatives who aren’t waiting for permission, who aren’t trying to fit into global molds, but are rewriting them from Beirut, Dubai, Muscat, Amman and beyond.

Mary Abi-Chahine – WAYVE

Lebanese-Swedish entrepreneur Mary Abi-Chahine is turning sustainability into a statement. During her studies at Istituto Marangoni in London, the pandemic made fashion’s flaws impossible to ignore: waste, overproduction, a culture of sameness. That’s when WAYVE was born — a multi-brand platform that champions independent designers who put purpose at the core. From vegan fabrics to artisanal collaborations, WAYVE is more than a retail space; it’s Mary’s manifesto for what she calls the Powerful Way of Dressing — fashion that is bold, expressive, unforgettable, and ethical to its bones.

Visit WayveLuxury.com

MINIAAR – Tinaz Bodhanwala

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When Tinaz Bodhanwala launched MINIAAR in 2017, she wasn’t just building another label — she was setting out to redefine conscious luxury. Based in Dubai but speaking to the world, MINIAAR is about clean lines, modular styling and silhouettes that are as strong as they are timeless. What sets it apart is the way couture-level craftsmanship meets inclusivity: customisations are accessible, sizing is inclusive, and women’s stories are stitched into its DNA. This is luxury with integrity, rooted in community and designed for impact.

Visit Miniar.com

HASHIMI – Fatma Al Hashimi

Founded in 2016, HASHIMI is the vision of Emirati designer Fatma Al Hashimi, who has built her brand on minimalist refinement and timeless appeal. What started as a homegrown project has grown into a flagship boutique and atelier at Wasl51 in Dubai, a space that reflects the precision and thought behind every piece. Inspired by travel and nature, HASHIMI collections are designed to move effortlessly across contexts, offering wardrobe staples that empower women through ease and quiet elegance.

Visit Instagram.com/Hashimi_by

Nejla Bint Asem – Fine Jewellery

For Princess Nejla Bint Asem of Jordan, jewellery is about memory, joy and emotion. Her collections transform gemstones into intimate expressions of life’s most treasured experiences — from childhood playfulness to the warmth of family bonds. Each design is handcrafted, infused with colour and intricate detail, balancing nostalgia with a fresh modernity. More than adornment, Nejla’s jewels are heirlooms of joy, hope and love — personal treasures designed to resonate universally.

Visit NejlaBintAsem.com

Elyamm – Maryam and Shaikha Ahmed Al Araimi

Two Omani sisters, Maryam and Shaikha Ahmed Al Araimi, recently unveiled Elyamm, a fine jewellery brand that balances cultural heritage with modern sophistication. Their debut Zigzag collection, crafted in 18k gold and diamonds, reimagines an ancient motif found in nature, art and architecture. The zigzag forms symbolise life’s highs and lows, while spherical elements stand for continuity and wholeness. Elyamm is jewellery as storytelling: versatile, timeless, and deeply personal.

Visit Elyamm.com

Swe Me – Sweta and Chandni Mehta

Dubai’s SWE ME was born from instinct and inheritance. Founder Sweta Mehta began transforming her personal collection of gemstones into jewellery, and alongside her daughter Chandni, evolved it into a brand defined by storytelling and emotion. With craftsmanship at its core, SWE ME isn’t afraid to push materials into new territory — sculpting gold and diamonds into bold statements, or engineering titanium into colourful, contemporary forms. These are pieces designed to move with the body and endure as modern heirlooms.

Visit SweMe.com

Charmaleena – Hala and Leena El Khereiji

In 2012, Saudi sisters Leena and Hala El Khereiji launched Charmaleena, a fine jewellery brand that blends heritage with modern artistry. Leena, a graduate of the Gemological Institute of America, brings the creative force, transforming inspiration into deeply personal pieces. Hala, with a Master’s in International Management from SOAS London, anchors the brand’s strategy and longevity. Together, they’ve built a jewellery house that reinterprets Saudi culture through designs that are elegant, meaningful, and meticulously crafted.

Visit Charmaleena.com

Mariyeh Ghelichkhani

Raised in her father’s workshop, surrounded by rare gems and master artisans, Mariyeh Ghelichkhani has always lived close to jewellery. Her designs are deeply personal, shaped by yoga, meditation, nature, and the multiple cultural landscapes she’s called home across the Middle East and Europe. Fluid, imaginative and rooted in memory, her work fuses heritage with a spirit of boundary-pushing experimentation, capturing exactly what this new wave of Middle Eastern creatives is all about.

Visit Instagram.com/MariyehGhelichkhani

Bling Mushrooms – Preet H Jain

At Bling Mushrooms, weddings become stories. Founder Preet H Jain calls herself a wedding architect, curating celebrations that feel more like immersive journeys than one-time events. Known for intimate, unconventional aesthetics, she works with an all-women team across fashion, film and music. Beyond weddings, she co-founded the NGO Gulaab Sevaa, channeling her creative influence into meaningful social change. For Preet, design and storytelling are inseparable — and every event becomes a narrative of empowerment.

Visit Instagram.com/BlingMushrooms

Cover picture/ Wayve