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Jewellery often has a way of telling a story in a very different way to other mediums. It can be a powerful of harnessing identity, celebrating culture and sharing anecdotes that can be passed down through generations.
Enter Amolune, a Dubai-based fine jewellery label founded by Laila Shaheen, who aims to do just that.
A creative from a young age, Laila was passionate about singing, public speaking and art. However, it wasn’t until 2022 that she realised how much she had neglected her creativity and the part of herself that loved to express. Initially, breaking out of her shell was a challenge, but this soon blossomed into a full-fledged business.
Laila founded Amolune as a way to celebrate her Palestinian culture and Arab identity. The majority of her work features collaborations with emerging designers and concepts from the region. Her debut collection, Palestine Mon Amour, and her latest collection, The Ahrof Collection, which pays homage to Arabic script, reflect her deep connection to her heritage.
Below, GRAZIA gets to know the story behind Amolune and how Laila is harnessing the story of Palestine through her brand.
My current role is…
I’m the founder and designer of Amolune, a fine jewellery brand founded in 2022.
When I was younger I wanted to be…
I loved singing and public speaking. I would always pretend I was TV presenter in front of a crowd!
My favourite subject at school was…
Art class always.
My first job was…
A PR Executive at a lifestyle & fashion agency.
My career path so far has been…
Fulfilling and fun! I learned so much from every step I took.
The role the Middle East has played in my career is…
The majority of my work was with emerging designers and concepts from the region. I loved being around likeminded people.
I was inspired to become an entrepreneur and enter the fashion space because…
In 2022, I became increasingly aware of how much I neglected my creativity and the part of myself that loved to express. It was initially a challenge to break out of my shell, and now it’s grown into a full blown business!
My daily routine consists of…
A routine that keeps me grounded which includes morning stretches, hydrating, eating well and sleeping early! ‘Boring’ is where the magic happens.
The story of Amolune is…
I began exploring design as a way to express different facets of my Arab culture and Palestinian identity. With a background in graphic design and a decade in the fashion industry under my belt, I channeled my passion into creating Amolune. The brand embodies my desire to merge contemporary aesthetics with the rich cultural heritage of my roots.
The biggest milestone I have achieved is…
Being here! Creating and doing something that reflects who I am and my aspirations.
The biggest hurdle I have experienced in my career…
I can’t think of a specific ‘hurdle’ but I know most of the time the solution was getting out of my own way.
A quote I live by is…
Ego will have you crying over a closed door that had nothing behind it.
What I hope for 2025 is…
To continue creating, growing and loving the process of becoming the best person in every aspect of life! And to always be well surrounded.
