Yemeni-Emirati singer Balqees Fathi stars in luxurious international campaign

The Emirati-Yemeni singer is one of the biggest names in music in the Arab world. (Instagram/@balqeesfathi)
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Updated 27 May 2020

Yemeni-Emirati singer Balqees Fathi stars in luxurious international campaign

DUBAI: Luxury watchmaker and jeweler Piaget revealed its new campaign this week, starring ten exceptional women pioneers in varying fields, ranging from cinema and art to music and design. Among the women chosen to star in the campaign is Yemeni-Emirati singer Balqees Fathi.

Fathi features in the Extraordinary Women campaign – which was shot in Los Angeles – alongside award-winning actresses Jessica Chastain and Cynthia Erivo, South Korean star Kong Hyo-Jin, US entrepreneurs Shiva Safai and Olivia Palermo, American actress Constance Wu, Chinese artist Chen Man and founders of Red Carpet Advocacy Arianne Phillips and Carineh Martin.




The campaign features ten women who excel in their respective fields. (Supplied)

“No stranger to the limelight meet shining star of the stage @balqeesfathi. A ground-breaking singer who uses her platform to raise women up, sharing her extraordinary with people around the world,” wrote Piaget on its official Instagram page alongside a clip of the singer.

A UN Champion for Women’s Rights in the Middle East, Fathi continuously uses her platform to shed light on important humanitarian causes. As part of her philanthropic work, the 31-year-old  visited Yemeni refugee camps in Djibouti and launched the #DontCoverItUp campaign, which aims to raise awareness on domestic abuse.

She is also the first Arabic singer to appear on Saudi national television, 40 years after singers Fairouz, Sabah and Umm Kulthum.

It’s all these reasons and more that make her an exceptional woman and a perfect fit for Piaget’s new campaign. 


Startup of the Week: Jawa 7alawa, a cruelty-free makeup brand

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Updated 04 August 2020

Startup of the Week: Jawa 7alawa, a cruelty-free makeup brand

  • Jawa 7alawa will continue to launch more makeup products in the coming months

With the plethora of make-up brands introduced onto the market over the past few years and a growing public awareness regarding the controversial testing of products on animals, young startup brands are increasingly incorporating a cruelty-free approach into their ethos.
Jawa 7alawa, a Saudi cruelty-free makeup brand launched last month, is the brainchild of social media influencer Rahaf Jambi.
The name ‘Jawa 7alawa’ is Hejazi slang used to compliment girls of Javanese descent — ‘Jawa’ being a term used to refer to Javanese people and ‘7alawa’ meaning sweets or candy. The number 7 is used in Arabized English to substitute a pharyngeal letter nonexistent in English.
Jambi has launched three items: The faux-mink Rahaf and Hatoon Lashes, and an eyeliner pen that acts as an adhesive glue and that also contains magnetic properties for those who wish to use magnetic clip-on lashes. 
The lash sets were inspired by Jambi and her sisters —  Rahaf, Hatoon, Jumana, Hams and Kenda — representing each of their respective personalities.
Rahaf Lashes are bold, dramatic and daring, while Hatoon Lashes are described as soft and sophisticated.
Jambi started developing the brand during quarantine, when she felt that she finally had the time to realize her goals.
“I’ve always wanted to create something for myself. I used to continuously postpone this idea, but during the quarantine, I felt like I had the time to sit and think and actually get something out of this pandemic,” she told Arab News.
At the heart of Jambi’s brand is a desire to shed light on animal rights and environmental sustainability.
“Whenever I try to buy lashes, they always turn out to be mink lashes. It’s not cruelty-free, and it’s against my values. I wanted to achieve the same sort of high-quality lashes, which feel like mink lashes, without using cruel practices.”
“One percent of the profits will go to animal charity organizations. You’re not only buying, you’re giving back,” she added.
The lash containers are candy-shaped and are sustainable as well.
“One of my brand’s main values is sustainability. It is a pretty container that can be used well after the lashes are gone, instead of just being thrown away,” she said.
The brand stressed the importance of including all types of eye shapes so that no woman has to struggle to find the perfect lashes.
“I have hooded eyes, a common Asian characteristic. It’s hard for me to find something that’s of good quality and that I actually like and can use multiple times. There is usually only one type that suits hooded eyes, but with Jawa 7alawa, I created a wide variety of lashes to suit every shape and style,” Jambi said.
She added: “The materials used are soft, luxurious and of high quality. I wanted to add something new to the market.”
Jambi has experienced cyberbullying as a social media influencer interested in beauty.
“I’ve been told my features weren’t pure Saudi and comments of that sort. I’ve even heard comments from people saying I wasn’t proud of my roots. I feel like I took something I was insecure about and I turned it into something powerful,” she said.
 Jawa 7alawa will continue to launch more makeup products in the coming months. Keep up with the Saudi brand on Instagram (@Jawa7alawa).