#AmanqiLoves: DEA Jewellery

Monday, April 10, 2017

As a part of our SS17 coverage, we’ve constantly been featuring one brand as the ultimate destination for all jewellery lovers; Dea Jewellery. Another one of our Instagram finds, this London-based label perfectly amalgamates traditional design with a contemporary flair to create a line-up of the coolest chokers, cuffs and earrings.

Beyond the fabulous aesthetic, Dea Jewellery is also created with a vision to empower fellow women across the world, instilling qualities of strength, vigour and power through each of the beautifully curated pieces of jewellery (The cufflinks are our absolute favourite!), making the wearer feeling like a modern-day goddess.

Our love for the brand is no secret, but our fascination for Dea Jewellery increased ten-fold when we had the opportunity to meet the artistic genius behind the label, Kareena Assomull. A creative soul and one of the sweetest people we have ever met, Kareena is the embodiment of creativity and feminine strength the brand represents.

In awe of her talent and deeply intrigued by her artistic journey, we sat down with Kareena to discuss all things jewellery, her sources of inspiration & the impact of digital media on her brand. Read on to discover the charming world of Dea Jewellery.

THE DEA JEWELLERY JOURNEY

KA: The idea of getting involved in jewellery kind of fell into my lap at a certain point. Although, jewellery has always been important to me; whether it was collecting statement fashion jewellery, constantly wearing jewellery pieces or how my styling process always went back to a big gold jewellery piece.

I always loved gold, so that connection of making everything in gold came very naturally. I guess in that sense the inspiration was basically just me (and everything that I love, my style and my feelings).

Till this point, the journey has definitely been long and tough; it’s taken me about two years to go from designs to actually selling my pieces on my website. I have definitely learnt a lot from the process and gone through many ups and downs, but those moments definitely taught me to be tough and stick it out. I learn to stand strong as a woman and use my experiences to my advantage, hence the name Dea. I’m trying to identify with all the women who maybe need that little push to get into their zone and just be who they were born to be. I feel like Dea was me coming into my zone, and now that i’m here i want to bring everyone into it with me.

Photo: Courtesy of Dea Jewellery

THE IMPACT OF DIGITAL MEDIA ON THE BRAND

KA: Being able to start a story for my brand on social media way before I even had any designs, was really a great advantage for me and for the development of my ideas. I feel social media almost gave me a platform to explore the true meaning and story of my Dea, and it was those ideas that really made a mark on the way the brand is perceived. I’m an artist by nature so for me expressing a value or moral I have through this brand and social media has been amazing.

KAREENA’S SOURCES OF INSPIRATION

KA: I really just think about what accessories I want to wear more! I also think about what trends are happening in fashion and how I can draw from that. I always want to try and make something different or something bigger and better; thinking of something that doesn’t already exist.

Photo: Courtesy of Dea Jewellery

FAVOURITE PIECES FROM THE COLLECTION

KA: It’s hard for me to have favourites! Although I do go through phases where I like one collection more than the others, but it always makes a full circle through all of them.

I just love fun & different cool accessories! A few of my favourites would be the ‘Backbone’ choker and hoops, the ‘Serene’ earrings, and the ‘Savage’ and ‘Armistice’ cufflink. I love wearing the cufflinks when I’m feeling more edgy.

A USUAL DAY IN KAREENA ASSOMULL’S LIFE

KA: I tend to wake up quite early and spend some time replying to emails and Instagram messages. I usually like to get in a pilates or barre workout in the morning, just before lunch. I spend alot of my day cooking my meals as I really enjoying getting new recipes and making healthy dishes. Cooking is one of my favourite things to do! Then, just general day to day runnings of a business keep me busy. I am a home body in the evenings; I like to get into bed with my laptop and switch off by watching a funny TV show at night.

Photo: Courtesy of Dea Jewellery

KAREENA’S ‘NEVER-FAIL’ BEAUTY PRODUCTS

KA: I don’t really use many products but dry shampoo is always a necessity. A good cleanser and toner is really all I stick to!

KAREENA’S FAVOURITE BRANDS & DESIGNERS

KA: Definitely La Lounis and Zana Bayne.

Photo: Courtesy of Dea Jewellery

Follow Dea Jewellery: @dea_jewellery