Dina Abdel Hakiem, a designer of jewelry for individuals, pours her heart and soul into her work. She describes her style as: “Trendy, hip and easy to wear.” Yet, her jewelry, stylish in its simplicity, goes beyond fashion. Unlike, fashion, which is constantly changing, a piece of jewelry is seen as something at the same time luxurious and reassuring, something valuable that one can keep. Nowadays, people need something to fight against the maddening pace of the world. Amidst new trends every season and a continuous flow of information, a jewel is a symbol of stability. A jewel also represents a highly personal purchase as an increasing number of women are not only buying their own jewels but are also looking for original pieces.
Dina’s customers are seduced by her jewelry which is inspired by Arabic calligraphy and eastern culture. She favors pastel colored stones and uses mainly pearls, amethysts and jade:
“I was surprised to find my pieces worn by girls in their 20s and women in their 50s so I guess I can’t say I cater to a specific age group,” she explains. She prefers designing earrings and pendants. The latter are particularly fashionable this season. Pendants can not only be worn with everything but they also bring a trendy look to whatever clothes you are wearing, whether a sporty pair of jeans or a more serious dress. Furthermore, unlike a necklace which tends to be more formal, the versatile pendant shows that women use their jewelry to express their personality and unique lifestyles.
As customers — especially women who can afford to buy — are becoming more discerning and knowledgeable, the creative process is playing a greater part in the purchase of a particular jewel. Women of all ages pay great attention to the design and prefer buy customized pieces. Although, Dina specializes mainly in bespoke pieces, she admits that some of her pieces have been so popular that she made them in different sizes and with different stones.
Her new collection includes trendy chunky necklaces and big earrings. She is, however, continuing her classic line but has added new designs and stones. Dina still favors gold:
“I work with white gold but I prefer yellow gold. I think that when you use gold, you are using a material with a long lasting value, so that if you decide that you don’t want to wear your pieces, they won’t lose their value,” she explains.
Working between Jeddah and Cairo where she started her business, Dina loves the way tradition plays a strong role in Saudi society: “I am also impressed by Saudi women and how active they are, business-wise and socially.”
Although she has been selling mostly by word of mouth, Dina Abdel Hakiem, ([email protected]) is planning to display her jewelry in shops in Jeddah and Riyadh by the end of this year.