Beyond gold and diamonds, regional jewellery brands are offering something far more special: pieces with a past, a connection and a deeper meaning. MOJEH speaks to the founders of three new jewellery brands in the region to discover the inspirations and stories behind their designs.
Mariyeh Ghelichkhani, United Arab Emirates
Despite being surrounded by beautiful jewellery her entire childhood, Mariyeh Ghelichkhani had no intention of starting her own brand. Growing up in Tehran in a home where jewellery and art were part of everyday life, her father was a gemologist and jewellery maker who later expanded his work to creating a line of high-end silver artefacts for special occasions and the home. “While I developed a deep appreciation for craftsmanship, I never imagined it would become my path,” Mariyeh tells MOJEH. “In fact, I took my passion for granted — until my father passed, that is. Alongside the grief came a realisation: not only was he gone, but so too was his unique artistry. I began to ask myself what would happen to the decades of knowledge, dedication and creativity he had poured into his work. Would it simply be lost?” This question ultimately became the start of her journey and, going on to study goldsmithing and jewellery making, she launched her eponymous brand at the end of last year to rave reviews.
Inspired by her love of art, poetry and travels, the rich cultural heritage of Iran, and the places she has lived, including Istanbul, Spain, Portugal, London and the UAE, Mariyeh’s collections are distinguished by a deep connection to heritage, storytelling and nature, brought to life through a highly personal and artistic lens. “Rather than following trends, my designs are rooted in emotion, symbolism and cultural depth,” she says. “I am still primarily inspired by my father’s influence, the environment and home in which I grew up, and all this comes together in collections that reflect a unique narrative.” A perfect example? The Boustan collection, inspired by Persian poetry and flora, comprises a necklace, ring and earrings crafted from 18 carat yellow gold, green tourmaline, turquoise, amethyst and diamond, while Guardians of the Sea explores the beauty of nature while highlighting important environmental themes with mismatched earrings made of 18 carat rose gold, peridot, tourmaline, morganite and diamond. Then there’s the Empower collection, which celebrates strength and solidarity among women with a beautiful pendant in 18 carat white gold and an array of brightly coloured gemstones.The choice is yours. Shop Now
Elyamm Jewellery, Oman
While sisters Maryam and Shaikha Ahmed Al Araimi may have originally pursued careers in finance and investment, jewellery was always their true passion. “We were fascinated by how a single piece can carry meaning, memory and a sense of identity for its wearer,” Maryam tells MOJEH. “We’ve always seen jewellery not just as adornment, but as a powerful form of personal expression and timeless art.” It is this shared passion that led the siblings, who hail from Oman, to launch their very own jewellery brand, Elyamm, with each design inspired by personal memories. “Launching our brand felt like a natural extension of who we are: a blend of structure and sentiment, intention and intuition,” adds Shaikha. “As such, each piece is designed to be a contemporary classic, versatile and suitable for a wide range of styles and occasions.”
As the name suggests, the sisters’ debut collection Zigzag is inspired by the zigzag motif, a dynamic pattern found throughout nature, history, art and architecture. Reinterpreted into jewellery crafted in 18 carat gold and diamonds, expect bold, angular lines across rings, bangles, earrings and necklaces. “It’s a tough one, but if we had to pick a favourite from the collection, it would be the Scattered Diamond Zigzag bangle,” adds Maryam. “It’s a dynamic addition to any stack, or a statement worn alone, and we chose to have it combine pavé and flush diamonds to give a graduated and scattered look. The Dual Diamond Zigzag ring with enamel is another favourite — it’s buildable, playful and totally personal, like Lego but fine jewellery.” We’ll take it all. Shop Now
Amende Jewellery, Saudi Arabia
Growing up in Riyadh, Jumana Aldakhil was regularly surrounded by elegant, fashion-forward women. “Their strong sense of style and attention to detail inspired me early on to see fashion as an important form of self-expression,” she tells MOJEH. That’s why, despite studying English at university, she would go on to launch her own fine jewellery line following years of honing her craft in everything from design to creative to strategic skills. “Thankfully my journey has led me to launch Amende which, rooted in quiet luxury and modern femininity, is all about designs that feel deeply personal and timeless.”
Reimagining classic 18 carat gold and diamond jewellery through a lens of fresh elegance and refined emotion, Jumana’s debut collection centres on thoughtful design, with pieces that are effortless to wear and crafted to last. “Every detail reflects a commitment to simplicity, elegance, and care, not just in appearance but in craftsmanship,” she adds. “I’ve prioritised using high-quality materials that champion longevity and value, favouring enduring appeal over fleeting trends.” As such, expect the likes of rings, bracelets, earrings and necklaces that are both architectural and elegant all at the same time — and designs we can’t wait to get our hands on. Shop Now
Originally Published in MOJEH’s Print Issues. Subscribe here
