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Some brands follow trends. Others set them. For Zei Jewels, the distinction has always been clear. Founded by UAE-born designer Dounia Lahlou, the brand is a celebration of individuality and artistry, where every piece is crafted not just as an accessory, but as an extension of self-expression. Drawing inspiration from unexpected places, Zei transforms beauty into wearable art, each design as unique as the woman who wears it.
Dounia’s own story mirrors the fluid creativity of her designs. From an early passion for history and a first role in graphic design, her career has spanned disciplines from interiors to luxury product design, each step adding a new dimension to her vision. But it was the UAE, with its spirit of possibility, that gave her the courage to dream bigger, break from the family path, and create a jewellery house of her own.
Today, as Founder and Creative Director, Dounia balances the precision of production in Italy with the poetry of brand storytelling. She designs, strategises, and steers Zei with the same philosophy that drives her: jewellery should adapt to women, not the other way around.
My current role is…
DL: Founder and Designer of Zei Jewels.
When I was younger, I wanted to be…
DL: I always knew I wanted to do something creative. Some days it was fashion, other days interior design.
My favourite subject at school was…
DL: History. I didn’t realise how much I loved it until university, but once I did, I developed a deep appreciation for it.
My first job was…
DL: A graphic design role that gave me my first taste of professional creativity.
My career path so far has been…
DL: Multidisciplinary, spanning graphic design, interior design, and luxury product design. Each step gave me a new perspective and ultimately shaped the way I approach zei today.
The role the UAE has played in my career is…
DL: Being born and raised here made me dream big. The UAE gives you the feeling that anything is possible, and that drive has been central to my journey.
The story of Zei is…
DL: A brand built on individuality, versatility, and craftsmanship. Zei creates jewellery designed to adapt to the women who wear it, pieces that are whimsical and dreamy, meant to inspire and transport.
I was inspired to enter into the fashion & jewellery space because…
DL: I grew up in a family that was already in the industry, but I wanted to carve my own path. Zei is about jewellery that is versatile, expressive, and personal.
My daily routine consists of…
DL: My mornings are for admin work, planning, and meetings. In the afternoon, I make time for other parts of life, and at night I shift into my creative work.
My role as Founder & Creative Director entails…
DL: Balancing creativity with strategy. I design collections, oversee production in Italy, and shape the brand’s storytelling and identity. At the same time, I manage collaborations, client relationships, and the long-term vision for Zei.
The biggest hurdle I have experienced in my career…
DL: I reached a standstill in graphic design and realised I was not growing anymore. Having the courage to leave and start over led me to discovering my true path.
The biggest milestone I have achieved is…
DL: Launching Zei and witnessing how women connect with its story and wear it.
What I hope for 2025 is…
DL: To bring Zei to new markets and continue creating pieces that speak to women everywhere.
A quote I live by is…
DL: “What is meant for you will not pass you by.”
