We’re constantly on the look out for exciting new design labels to add to our jewellery wish list and our latest find is no different. Designed by the talented designer Aveen, this eponymous, Dubai-based jewellery label combines intricate detailing to jewellery with a fresh aesthetic for a selection of wardrobe essentials. Created with travels as a point of inspiration, Aveen Jewellery’s Wanderlust and Amore collections combine vibrant colours, immaculate craftsmanship and easy-to-wear silhouettes. Intrigued by the designer’s expertise and journey, we sat down with Aveen to discuss all things jewellery and design.
The Journey Thus Far
Aveen: I was keen to explore my creative side after a spending a number of years in a scientific career in the UK, as I have always been interested in fashion and the arts. I embarked on a full-time diploma in Jewellery design and Gemmology at the Asian Institute of Gemmological Sciences in Bangkok. After completing my diploma I moved to Hong Kong and started my company in 2008, which continued for a few years in the UAE as well after my move to the Middle East. We mainly worked in silver and accessories and utilised local material here in the UAE such as camel leather, to make statement jewellery.
After working in the Jewellery industry for over 10 years, I have recently launched the Aveen fine Jewellery brand in the UAE. We launched our first collection at the Jewellery and Watch show in Abu Dhabi in October 2019 to a great response from both our customers and from the local industry.
The Many Sources of Inspiration
Aveen: My passion as an artist stems from intelligent, contemporary design and minimalism. Through that I am inspired to create everyday jewellery that balances luxury with function. My inspirations stem from having lived in different parts of the world and having been influenced by different places and cultures. At Aveen we encourage our customers to share their own personal stories by co-designing their jewellery piece with us. We offer modular pieces that can be worn in several ways and can be customised by engraving and choosing enamel and gold colours.
A Usual Day in Aveen’s Life
Aveen: As a working parent the balance between my family life and work is a priority for me. A typical day after the school run with the children would be meetings with clients, with my team or with our manufacturers to check progress on current projects. In the afternoons I am generally responding to work emails, fulfilling customer orders and working on administrative aspects of the business or on marketing. Late at night when the house is quiet I work on my sketches and designs for my new collections and get inspired by the sound of silence after a usually very hectic day!
The Brand 5 Years From Now
Aveen: Going forward we would like to grow the brand further in the UAE and the GCC, increasing our number of stockists.
We also welcome collaborations. We love working with clients on bespoke jewellery pieces as well as collaborating with other designers and artist from various fields on unique ideas and concepts.
The Insider Tip for Aspiring Designers
Aveen: One you have a business idea, act on it don’t wait! Arm yourself with education by finding out as much as you possibly can about the subject you are passionate about.
Continuing professional development is important, whether it’s learning from your peers, from an educational institution or from your mistakes!
Finally reach out to trusted professional such as business consultants, accountants, social media and PR & marketing companies. Often entrepreneurs are a one man/ woman band so knowing when to seek advice is crucial to the growth of a successful business. A brand consultant can be a real long-term investment and can offer help and advice in different areas such as the strategic and business side as well as having someone to brainstorm ideas with.
The UAE is a great place for entrepreneurs and encourages new businesses and ways of thinking so it’s an inspiring country to start your career in if you are a new brand.
Follow Aveen Jewellery: @aveenjewellery