When it comes to building a brand, “go big or go home” is often what first comes to mind. Of course, it’s always a positive to think big for any business you’re running, but for this UAE-based fine jewellery brand, at the forefront has always been building a story and community and slow and steady growth.
The idea for Kamushki Studio was born in the UAE over a decade ago by sisters Dania and Mariam Sawedeg. With a love for jewellery passed down from their mother, Kamushki was built on the idea to tell “a compelling narrative, offering wearers something to hold onto and cherish”. Having grown-up across many different cities, including Zurich, Dubai and Tripoli, the Libyan sisters were inspired to create a brand that transcends cultures and merges different stories from all corners of the globe.
But, 10 years since the start of the brand’s journey in 2014, it’s always remained a purpose-built jewellery house. “We prefer to work at a slower pace, as we believe that rapid growth may not be beneficial for a brand like ours; we believe that everything comes to us with time,” Dania explains.
Mariam, who trained in jewellery design, and Dania, who trained in communications, both handle different aspects of the label, but are nonetheless a power duo working together. Now available on major luxury e-commerce sites including Browns Fashion, Farfetch, Ounass and more, Kamushki is a brand that continues to create pieces that are an “emblem of love, protection, and good fortune”, as Dania describes.
Below, as part of GRAZIA’s career edit, the Sawedeg sisters share their career journeys so far, how they balance their dual-roles and what’s coming up for Kamushki.
My current role is…
DS: Communication Manager at HFA Consultancy and Communications Director at Kamushki Studio/ Co-founder.
MS: Founder/Creative Director/Sales at Kamushki Studio.
When I was younger I wanted to be…
DS: I wanted to be a lawyer.
MS: As a child, I dreamt of becoming a figure skater.
My favourite subject at school was…
DS: History.
MS: My favourite subject in school was physics.
My first job was…
DS: A PR intern at Linda Farrow.
MS: My first job was as a neighbourhood dog walker.
My career path so far has been…
DS: …incredible and shaped me into who I am today.
MS: My career path has been multifaceted, diverse, and dynamic. I have the opportunity to channel my creativity through my jewellery designs and find fulfillment in promoting well-being and serving others.
The role the UAE has played in my career is…
DS: Dubai holds a special place in our brand’s history, as it’s where we initially launched in 2014. Over the years, we’ve cultivated numerous meaningful relationships here. The UAE has played a pivotal role in shaping my career, and being in this vibrant environment has transformed it entirely. As I am a business owner, plus I work for an luxury agency this has been very beneficial for me as everything works hand in hand. Dubai is an exciting hub, particularly for those in the creative industry. The city offers a wealth of opportunities for networking and forging connections. People here are incredibly friendly and always willing to lend a helping hand, making it an ideal place to thrive in your professional journey.
MS: The UAE has played a significant role in my career. It is a rapidly developing country, and to me, it’s a particularly generous city. Growing up here in the ’90s, and returning often for holidays, I’ve formed a deep connection with this place. Moving here permanently five years ago has profoundly influenced my personal growth, making me a diverse and multifaceted individual. Dubai, especially, inspires my company. I strive to emulate its constant evolution and progress, aiming to achieve numerous milestones, just like the city’s transformative journey from the ’90s to the present.
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The story of Kamushki Studio is…
DS: …that of a jewellery brand that tells a compelling narrative, offering wearers something to hold onto and cherish. We always strive for our pieces to carry deep meaning for our customers. My sister, Mariam, who serves as the designer and co-founder of the company, is exceptionally creative and has always a deep interest in jewellery . This sentimental connection runs through our family, motivating us to create a brand where customers can find fulfillment and a soulful connection to their purchases. When customers purchase our jewellery , they are not merely buying a piece of jewellery; they are acquiring an emblem of love, protection, and good fortune.
MS: The story of Kamushki Studio begins with my love for jewellery, sparked by my mother. As a child, I frequently accompanied her to the gold market, nurturing my passion for jewellery. It wasn’t until my mid-twenties that I decided to study jewellery design, leading to the launch of Kamushki a few years later.
I was inspired to enter into the jewellery space because…
DS: To be honest, because my sister Mariam was the one who introduced me to it. When I graduated, I had no idea what career path to pursue, having studied political science and media. I felt lost and uncertain about my direction. I was very close to Mariam, and we did many things together; she even lived with me during my university days. So, it felt natural to join her on the Kamushki journey, and over the years, I developed a deep passion for it. In the brand, I primarily handle communications, though I also have a hand in overseeing some of the creative aspects alongside Mariam. However, I must credit her for the designs; she is the creative force behind them, and we collaborate to craft the story and inspiration that accompany our pieces.
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My daily routine consists of…
DS: My daily routine consists of waking up at 6 am. I usually start my day with a workout, either Pilates at Reform Athletica, often with Mimi (Mariam), who is also a Pilates trainer, or a HIIT class. Afterward, I rush to work at the PR agency HFA Consultancy. When I’m done with work, I often cook at home and go for evening walks. Being in this industry can be a bit hectic and hard to create a day-to-day routine as Dubai is always buzzing and events are happening on the clock but if I am very honest I love my down time on the couch with our cat Kai or getting a massage at home.
MS: My daily routine starts at 5 am with a 10-minute meditation to mentally prepare for the day. My time is divided among three main areas: my wellbeing, Kamushki, and my role as a wellness coach. Mornings are dedicated to coaching, where I teach Pilates at Reform Athletica. Depending on my schedule, I either fit in a workout after teaching or attend a yoga class in the evening. During the day, I focus on Kamushki, splitting my time between my home office and my workshop. I also love cooking and ensure that I have at least one home-cooked meal daily.
My role as with the brand entails…
DS: …being the co-founder and Communications Director at the company. It always involves keeping Kamushki at the forefront of my mind. However, we prefer to work at a slower pace, as we believe that rapid growth may not be beneficial for a brand like ours; we believe that everything comes to us with time. As a founder, I would also emphasize that you must always be social and present, especially in my role. It’s important to anticipate sudden shifts or changes in direction and maintain an open mind when faced with obstacles. Rather than dwelling on mistakes or disappointments that have occurred, focus on finding solutions.
MS: As the Founder & Creative Director, I oversee the entire design process from conception to the final product. I supervise production closely and manage our domestic and international sales accounts.
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The biggest hurdle I have experienced in my career…
DS: I would say not being able to find balance. As I am also an employee of another company, it’s very challenging to be a business owner while simultaneously working for someone else. However, I do love the juggling act and the ability to dabble in something that’s mine, along with collaborating with other exciting brands.
MS: The biggest hurdle in my career wasn’t really a hurdle but a series of lessons. This journey has been a valuable learning experience, deepening my understanding of the industry and teaching me to leverage my mistakes for personal and professional growth.
The biggest milestone I have achieved is…
DS: The biggest milestone I have achieved is the revamping of Kamushki. My younger sister, Alla, who is a creative mind herself, recently joined the brand and has been instrumental in many aspects. We work together as a powerful team, and I would say that working closely with my sisters to make Kamushki better is the top milestone for the brand. We did not outsource anyone to assist us with anything; it has been just the three of us in the company until today!
MS: The most significant milestone I’ve achieved is moving to Dubai, starting anew, and building my company from scratch.
A quote I live by is…
DS: “Life isn’t about finding yourself life is about creating yourself.”
MS: I don’t have quote that I live by I would say live life with more love and be kindness- we are ever evolving in life I cannot just pick one quote and live by it
What I hope for 2024 is…
DS: …more abundance and peace in the soul.
MS: What I hope for 2024 is more fulfilment by leading with my heart in everything I do.
