Some entrepreneurs advise against going into business with family. The sisters behind 94 Jewelry, however, saw their shared passion for jewellery and generational storytelling as an opportunity to create heirlooms that reflect the essence of Emirati heritage. Here, 94 Jewelry founders Fatima AlAbbas, Jumana AlAbbas, Kawther AlAbbas, Zainab AlAbbas, Khadija AlAbbas and Mira AlFardan speak to MOJEH about their shared vision, managing responsibilities and creating modern heirlooms steeped in heritage.
What inspired you to launch a fine jewellery brand as a family?
Zainab: The six of us were inspired to start 94 Jewelry by a shared passion for fine jewellery and a deep appreciation for designing pieces that hold meaning across generations. Growing up, jewellery was always a special part of our lives. We wanted to channel this sentiment into creating modern heirlooms: timeless pieces that reflect beauty and craftsmanship and also carry stories that can be passed down. For us, 94 Jewelry represents more than just design; it’s about creating treasures that stand the test of time.
What is the story behind the name 94 Jewelry?
Kawther: The name 94 Jewelry holds special significance for us as it is tied to the special place where the concept of the brand truly came to life. It serves as a reminder of where we first decided to turn our shared love for fine jewellery into a reality.
Could you walk us through the typical journey of a piece, from initial concept to final production?
Kawther: Each piece begins with a story or inspiration, translated into sketches. We then hand-select the materials, stones and diamonds before our artisans bring the design to life with meticulous craftsmanship. The result is a timeless creation that reflects 94 Jewelry’s vision and soul.
Are there specific roles played by each sister? How is the work divided?
Khadija: We created a structure that fits us as a family, where each of us handles specific responsibilities within the brand, such as designing, marketing and finance. Major decisions, however, are made collectively to ensure everyone’s input is valued.
What is the greatest strength and challenge of working together as sisters?
Fatima: Our greatest strength is that we have a clear, shared vision, as well as the same values and work ethic. The biggest challenge has been balancing our creative instincts and staying true to our artistic vision with the practical realities of running a business.
When designing jewellery collections, what are the three main principals you have in mind?
Khadija: When designing our collections, we always keep three key principles in mind: quality, timelessness and personal connection.
First, quality is at the core of everything we create. We work only with high-quality diamonds and natural stones, ensuring that every stage of the design and production process is carefully monitored to meet the highest standards.
Secondly, we focus on creating timeless pieces: jewellery that transcends trends and can be cherished, worn, and gifted for years to come. Each design is meant to become part of someone’s personal story, lasting both in craftsmanship and in sentiment.
Finally, personalisation is at the heart of what we do. We believe that jewellery becomes truly meaningful when it carries a personal touch, whether that’s through a story, a detail or a symbol that connects the piece to its wearer.
What is the core emotional connection or feeling you want a woman to experience when she wears a piece of 94 Jewelry?
Mira: We want every woman who wears 94 Jewelry to feel confident and deeply connected to her story. Each piece is designed to celebrate her individuality and heritage. It is more than an adornment; it’s a symbol of strength, emotion and continuity.
How does 94 Jewelry interpret and modernise Emirati traditional design elements so they resonate with the modern woman?
Fatima: At 94 Jewelry, our Emirati roots are at the heart of everything we create. We reinterpret traditional Emirati design elements through a contemporary lens, crafting pieces that honour heritage while resonating with the modern woman’s lifestyle. Our philosophy is built around creating modern heirlooms, designed to be passed down through generations as part of the Emirati tradition of gifting and inheritance.
We work exclusively with natural stones and diamonds, ensuring each creation embodies the quality associated with Emirati craftsmanship. When we designed the Expo 2020 and UAE’s 50th National Day pendants, for example, our goal was to create archival pieces of art that celebrate national milestones while reflecting the pride, artistry and enduring spirit of the UAE.
To us, modernising tradition means designing pieces that move effortlessly between heritage and modernity. Our malachite diamond choker captures this balance perfectly – it is a classic statement that can be worn with a mukhawara or paired casually with jeans. This versatility, combined with thoughtful design and impeccable craftsmanship, ensures that every 94 Jewelry piece feels both deeply rooted in culture and completely relevant to the modern woman of today. Shop now
