Meet the founders of UAE-based jewellery brand Fabula Jewels, Darine Abu Salim and Saada Domloge.
Both born and raised in the UAE – Darine is of Palestinian heritage and Saada is of Syrian heritage – the co-founders, who have been friends since they were children, decided to launch their brand together in 2015. Named Fabula, which in Latin means ‘story’, the pair wanted to create a brand which, as it says, evokes the art of storytelling.
Eight years on, the co-founders have created a highly successful brand which now expands across much of the GCC, including the UAE, Kuwait, Qatar and Saudi Arabia. Below, as part of GRAZIA’s Career Edit, the pair share their separate career stories and what they hope to achieve for Fabula during the remainder of 2023.
My current role is…
Darine Abu Salim (DAS): Jewellery Designer & Marketing Manager.
Saada Domloge (SD): Co-founder of Fabula jewels & Logistics Manager. I am responsible for the movement of products and inventory throughout the supply chain, and making sure that the customers receive their orders on time, quality control with the workshops etc… of course being an owner also involves us working 360 to make sure everything is running smoothly in the company.
When I was younger I wanted to be…
DAS: A lawyer.
SD: I have always had a passion in design & and was a jewellery addict… so it was eventually bound to happen that I do something with it, and I was blessed to have a supportive family, and eventually amazing partners to grow the company together.
My favourite subject at school was…
DAS: Biology.
SD: Art class.
My first job was…
DAS: Account Executive in an advertising agency.
SD: Worked as an event manager at Viola Communications in Abu Dhabi for almost 5 years.
My career path so far has been…
DAS: Having started in the field of advertising and transitioning into the role of a jewellery designer has been a very unconventional career move. It’s been very challenging but progress we’ve made and the milestones we’ve achieved along the way has been very rewarding.
SD: My career journey has been challenging yet incredibly rewarding, and I take immense pride in my accomplishments. Overcoming obstacles along the way has only fueled my determination to success, and I’m grateful for the growth and the achievements I have experienced.
The role the UAE has played in my career is…
DAS: Being in the UAE has helped me explore several career paths until I started my own business. The UAE opened up a lot of opportunities for me to choose and excel in the ones I felt worked for me until eventually started my business which ultimately allowed us to grow it
SD: The UAE has played a pivotal role in shaping my career. Its dynamic business environment, cultural diversity, and robust infrastructure have provided me with invaluable opportunities for professional growth. Working in such an internationally connected hub has exposed me to a wide range of experiences and networks that have enriched my skill set and expanded my horizons.
I was inspired to enter into the jewellery space because…
DAS: After my experience as a Marketing Manager with a local jewellery brand, I found myself deeply intrigued by the art of crafting jewellery. During that period, I didn’t come across any pieces that truly resonated with my personality and identity. So I wanted to create jewellery for myself that expressed who I was and my style
SD: Entering the jewellery business was a natural step for me, driven by a genuine passion for creating customized pieces that resonate with individuals seeking simple yet elegant daily accessories. Recognizing the gap in the market for personalized jewellery that complements everyday styles, I saw an opportunity to bring a unique touch to people’s lives. This journey has not only allowed me to fulfill a market need but has also given me the privilege of crafting meaningful pieces that become an integral part of people’s self-expression and daily lives.
My daily routine consists of…
DAS: Spending my early morning with my baby girl (one-year-old), then I attempt to get a workout aiming for 3-4 times a week before I get to the office and my daily work starts with the team working on our daily tasks and upcoming collections/ projects. Clock out at around 5pm to take my daughter out for her walk/ play time and ending the day with a quiet dinner with my husband.
SD: I am trying a healthy approach, first I wake up and journal, and set my goals for the day. Taking time to make sure I am also taking care of my mental health not only focused on getting work done, surrounding myself with kind people, and making sure I am a better person than I was the day before with knowledge and kindness.
My role as co-founder entails…
DAS: I am in charge of everything related to Marketing, Distribution and Design.
SD: As a co-founder, my role involves various critical responsibilities. I contribute to shaping the overall vision and strategy of the company, working closely with fellow co-founders to establish short-term and long-term goals. I’m responsible for leveraging my expertise to guide key business decisions, manage operations, and foster partnerships within the industry. Additionally, I actively participate in the development of our product or service offerings, ensuring they align with our vision and meet customer needs. My role also encompasses building a strong team, fostering a positive company culture, and securing necessary resources to drive the company’s success.
The biggest hurdle I have experienced in my career…
DAS: Having to constantly get accustomed to the very fast paced, ever-changing digital world we live in now and strategize the work according to it
SD: The biggest hurdle in my career has been navigating the initial stages of entrepreneurship and establishing a foothold in a competitive market. Overcoming challenges related to funding, market awareness, and building a strong customer base required significant dedication, creativity, and strategic decision-making. However, each obstacle has provided valuable lessons that have contributed to my personal and professional growth, making the journey all the more rewarding.
The biggest milestone I have achieved is…
DAS: In my career my biggest milestones was Fabula Jewels being sold in Harvey Nichols in Qatar & Kuwait having our own space in Galleria Malls concept store Gigi. On a personal level my biggest milestone and most difficult job is becoming a mother.
SD: Creating a successful business which is Fabula and growing it with Darine, & creating a new sunglasses business called Ellevens which is also growing and doing well.
A quote I live by is…
DAS: “Change doesn’t require motivation, it requires discipline.”
SD: “A journey of a thousand miles begins with a single step” – Lao Tzu. This quote reminds me that every great endeavour starts with a small, decisive action. It encourages perseverance and the courage to take that initial step towards achieving our goals.
What I hope for 2023 is…
DAS: To expand into new markets within the GCC and abroad.
SD: In 2023, I have high hopes for the business. I aim to see continued growth and expansion, both in terms of market presence and revenue. I’m excited about introducing new innovative product lines that further cater to the needs of our target audience. Additionally, I’m determined to strengthen our brand’s recognition and reputation, establishing it as a go-to destination for unique, daily customized jewellery. Collaborations and partnerships within the industry are also on my radar, as they can contribute to our company’s overall success. Ultimately, my goal for 2023 is to solidify our position as a leading player in the personalized jewellery market while maintaining the exceptional quality and customer experience that define our brand.
