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The Rise of Independent Fine Jewellery Brands in the Middle East
There’s a quiet shift happening across the Middle East’s fine jewellery landscape. Away from legacy maisons and heritage-heavy codes, a new generation of independent brands is redefining what luxury looks like and it's looking more personal, more expressive, and deeply rooted in place.
These designers understood one thing: it's not about chasing trends, they're literally building their own,
From Dubai to Doha, Abu Dhabi to Oman, today’s regional jewellery creatives are translating memory, movement, architecture, and identity into pieces meant to be worn daily, layered intuitively, and kept for life. What connects them isn’t a singular aesthetic but it’s a common intention. Jewellery is no longer just adornment; it’s storytelling in 18k gold.
Take House Janolo, founded by sisters Oloof and Dujanah Jarrar. Shaped by lives lived between Abu Dhabi and New York, the brand embraces asymmetry, imperfection, and instinctive design. Working exclusively with natural gemstones and 18k gold, House Janolo creates pieces that feel lived-in rather than precious bold yet effortless, expressive without needing explanation.
That sense of movement carries into one of our recent favourites, Zei Jewels, whose Cubica collection introduces modular jewellery built for transformation. Sculptural cubes can be rotated, stacked, and reconfigured, challenging the idea that fine jewellery should stay fixed. It’s architectural, interactive, and reflective of a modern mindset where luxury is fluid.
Colour takes center stage at Karina Choudhrie Jewels, a female-led brand marking a powerful return to Dubai, the city that shaped its founder’s early years. Known for unconventional gemstone pairings and expressive settings, each piece channels individuality and modern femininity through layered emotion and confident craftsmanship.
From Oman comes Elyamm, founded by two sisters who translate memory and symbolism into refined contemporary design. Their debut Zigzag collection balances structure with softness, while their expansion into Saudi Arabia signals a growing regional presence rooted in poetic restraint.
Architecture meets elegance at Lana Al Kamal Jewelry, where founder Lana’s background as an architect shapes every line and proportion. Established in 2018, the brand creates 18k gold pieces that move effortlessly from everyday staples to statement classics — each design beginning on paper before becoming something deeply personal.
Cultural exchange sits at the heart of Rosetta Fine Jewellery, whose collections draw from Eastern and Western traditions alike. Crafted by master artisans using age-old techniques, Rosetta’s jewellery feels both familiar and unexpected, designed for longevity, not hype. We love that the pieces work perfectly on a white tee-jeans -blazer combo as well as a gala gown.
Then we have Shams Fine Jewelry, an emerging Emirati label inspired by memories of travel and lingering light. With fluid silhouettes and luminous finishes, Shams creates jewellery that feels emotional yet wearable; designed to move seamlessly between everyday life and meaningful moments. We feel particularly drawn to the sense of freedom that transpires through the pieces.
Heritage is reimagined through a youthful lens at Dubai-based TRYYST, particularly in its Modern Maharaja collection. Inspired by South Asian royal jewellery, the line pairs vibrant stones with mother of pearl, encouraging playful layering while honoring cultural richness.
A distinctly Emirati voice emerges in TOi Fine Jewelry, founded by Aisha Bin Hendi. Defined by its signature Sparkle motif, TOi captures light and movement through bold yet refined silhouettes, creating jewellery that feels expressive, confident, and modern.
www.instagram.com/jewelrybytoi
In Doha, Kaltham’s Pavilion offers a softer, feminine universe. Founded by Kaltham Al Majid, the brand is known for dainty forms, pearls, and coloured gemstones, with its Queen of Hearts collection exploring romance and strength through delicate design.
Then there’s Nigaam Jewels, which bridges family heritage with international reach. From atelier beginnings to global showcases, the house is celebrated for rare gemstones and precision craftsmanship , a testament to how regional expertise can evolve into worldwide relevance.
Rounding out this new wave is Cullinan Crown, an Emirati house inspired by the philosophy of the legendary Cullinan Diamond. Designed in Dubai and crafted with balance and longevity in mind, the brand rejects seasonal thinking in favor of enduring forms: jewellery meant to be worn, passed on, and remembered.
Together, these brands reflect something bigger than design: a regional creative awakening. The Middle East’s independent fine jewellery scene is no longer defined by inherited luxury codes. It’s shaped by founders, sisters, architects, and storytellers; building businesses rooted in identity, craftsmanship, and personal expression. And as these names continue to grow beyond borders, one thing is clear: a new movement has launched.
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