Newsfeed
Jewellery is more than mere adornment – it is a reflection of heritage, artistry and personal expression. For Amwaj’s creative force, Fatima Aldhaheri, jewellery is a language that tells stories, celebrating the past while embracing contemporary innovation. With a deep-rooted passion for fine jewellery and an eye for extraordinary craftsmanship, she has transformed Amwaj into a brand that captures the essence of modern luxury while staying true to its Emirati heritage.
Her journey began in childhood, enchanted by the beauty of her mother’s treasured jewels. This early fascination evolved into a lifelong pursuit, leading her to refine her expertise at the prestigious Gemological Institute of America. Today, as the visionary behind Amwaj, she continues to push creative boundaries, blending exquisite gemstones with impeccable design to create jewellery that is both timeless and personal.
In this exclusive interview with GRAZIA, Fatima shares her inspirations, the influence of her family legacy, and the delicate balance between tradition and innovation. From selecting exceptional stones to crafting bespoke pieces that tell meaningful stories, her vision for Amwaj is clear: to redefine fine jewellery through storytelling, craftsmanship, and a deep appreciation for beauty.
GRAZIA: Where does your passion for storytelling and the craftsmanship in jewellery come from?
FA: The allure of jewellery, with its ability to tell stories and evoke emotions, has always captivated me. My love for art and precious gems, combined with my family’s deep connection to the jewellery business, ignited my passion for design and inspired me to create pieces that transcend tradition and become wearable art. In 2010, I refined my expertise in diamonds and coloured stones at the Gemological Institute of America, laying the foundation for my role in transforming Amwaj into a regionally renowned brand celebrated for its creativity, quality, and craftsmanship.
GRAZIA: How did your childhood memories of playing with your mother’s jewellery influence your journey as a designer and your vision for Amwaj?
FA: My love affair with jewellery began in childhood, playing dress-up with my mother’s treasured jewellery pieces. Those moments of wonder and creativity inspired a lifelong passion for design. Today, I strive to recreate that same sense of joy, playfulness and empowerment for women through my jewellery.
GRAZIA: Who has been your mentor throughout your career?
FA: My father is my greatest mentor, and I continue to learn from him every day. He has been my pillar of support and a source of wisdom, guiding me through challenges and obstacles in my journey with unwavering encouragement. My father has always emphasised that honesty and integrity are the pillars of any business, not just jewellery. This foundation shaped Amwaj, built with a commitment to complete transparency and trust with our customers.
GRAZIA: Amwaj means ‘waves’ in Arabic. How does this concept of the ocean and its treasures influence your design process?
FA: Amwaj embodies the story of light dancing on the ocean’s surface, brought to life through unparalleled contemporary design. Inspired by the elegance and rhythm of the sea, our name reflects the waves’ power, resilience, and ability to uncover nature’s rarest treasures. Like sunlight glimmering on water mirroring the sparkle of diamonds, our creations capture the essence of reflections, weaving light and beauty into every detail.
GRAZIA: How does Amwaj balance being a homegrown brand while appealing to a global audience?
FA: By using the finest materials, impeccable artistry and quality it allows us to share our stories with an international audience, crafting jewellery that feels both culturally rich and globally relevant. This fusion allows Amwaj to stand as a proud Emirati brand offering creations of international standards made right here in the capital of the UAE. There are many stories close to my heart, because my work allows me to connect deeply with clients, understanding their emotions and desires for their dream jewellery piece. Recently, a client returned, distraught after stepping on her cherished ruby ring. While the gold was damaged, the ruby miraculously remained intact. She saw this as an opportunity to transform the piece, evolving from a classic design to something bolder that reflected her new style and character. We carefully deconstructed the ring and rebuilt it into a design that truly resonated with her new sense of self. While the gemstones and diamonds – the essence of the piece – remained the same, we reimagined its form, symbolising her own growth. It was a beautiful reminder that jewellery isn’t just an accessory; it’s a reflection of the wearer, evolving with us.
GRAZIA: What is your process for selecting the exceptional stones that become the centrepiece of Amwaj’s creations?
FA: My process for selecting stones is deeply intuitive and rooted in a passion for natural beauty. I look for gems with unique characteristics, vibrant energy, and exceptional quality. Each stone must tell a story and resonate with the vision of the piece it will become. By allowing the natural beauty of each gem to shine, I ensure that every Amwaj creation feels timeless, authentic, and extraordinary. The jeweller know-how, backed with nearly 25 years of technical expertise and experience, has allowed us to experiment and go beyond the conventional to create innovative and spectacular designs of the highest quality. Experienced craftsmanship and innovation really go hand in hand.
GRAZIA: What excites you most about designing bespoke jewellery, and how do you approach creating a piece tailored to an individual’s story?
FA: It’s the opportunity to craft a piece that holds deep personal meaning. The piece then becomes a reflection of a unique story, emotion or milestone and being a part of that is really such an honour. My approach begins with understanding the client’s vision, inspirations, and personal connections to certain gemstones or design elements. From there, I carefully select exceptional stones that resonate with their story and sketch concepts that blend their personality with Amwaj’s signature craftsmanship and quality. The result is a one-of-a-kind piece that not only embodies elegance but also carries sentimental value, making it truly timeless.
GRAZIA: High jewellery often feels like an art form. How do you envision the women wearing your creations, and what emotions do you hope they evoke?
FA: Each design tells a story, and the journey of bringing these stories to life is a treasured experience. The joy and connection our creations evoke in those who wear them inspire us endlessly. Jewellery is more than adornment – it is an intimate, transformative experience. I hope that every woman who embarks on this journey with Amwaj finds not only beauty but also joy, meaning, and a lasting bond with each piece that they can eventually share with their own loved ones.
GRAZIA: Where do you see Amwaj in the next decade?
FA: We have been working tirelessly towards a bright and promising future, with many exciting projects and concepts coming to life. My vision for Amwaj is to establish it as a world-leading Arabian jeweller – one that upholds the values of storytelling through masterful craftsmanship and innovative design. I aspire to create iconic pieces that transcend time and space, embodying the essence of artistry and heritage.
