Sarah Guirguis Founded in 2016 by Dena Essam, the fine jewellery label Djewelled is clearly one-of-a-kind. For those of us who will never get enough of the layering and stacking trend, this fashion-forward brand is just for you. Drawing inspiration from various aspects of nature and her multi-cultural background, Dena always succeeds in bringing something original to the table. We talked to her about her two latest collections and future plans.
With an educational background in communication, media and film, how did you come to pursue jewellery design as a career?
Jewellery has always been a passion of mine since I was a child. As I grew older, I struggled to find minimal pieces for my everyday look that would complement my personality and allow me to express myself through the art of layering. This inspired me to explore designing in order to create my own. Working in production actually gave me the hardshell I needed to kick- start my own business and overcome the challenges that came with it.
Describe your brand identity in three words.
Stackable, minimal, everyday.
What does your creative process normally look like?
It usually starts with a key motif that inspires me to create my main piece. Every other piece in the collection automatically flows as a harmonious continuation to complement that design. I usually start by drawing my silhouettes, then I dive into the details, which I keep going back and forth with, in terms of shapes and color until I have something I’m satisfied with. My motifs mainly come from my roots; the Middle East, its rich heritage and landscape which surrounds me everyday, merged with my Western influences from my upbringing, as well, which allows me to bring something new to the table every time.
Which collection are you most proud of so far? Why?
I find it very difficult to single out one piece over the other, as each creation carries a specific sentiment to the time and person it was designed for. But I would say that the closest story to my heart is our Amulets Collection, since it’s inspired by my Middle Eastern roots which I’m super proud of. It’s also the collection in which I was the most challenged in order to create innovative color combinations, especially when it came to specific designs like the evil-eye, which we were keen on reintroducing in the market with our own signature, using green emeralds, amethysts and pink sapphires, for example, as opposed to its expected tones. And this is exactly why I love doing what I do.
We specifically love your Pavé rings. What was the inspiration behind it?
We wanted to create rings that could be personalized, stacked and great for everyday use; rings that could be understated and overstated at the same time depending on your preference as a modern woman of today. There’s something very special and personal about the women wearing our rings as they are able to choose their own color combinations and the statement they want, to go for what best defines them.
We realize the challenge of finding something new to bring to the table with every collection. How do you overcome that?
By constantly researching market and global trends, always re-inventing and adapting, and evolving through non-stop learning. Taking courses and educating myself along the way helped me a lot in brushing up my skills in more ways than one. The key challenge is to keep an open mind to interpretations while staying true to your signature and design philosophy.
What is your vision for the future of the brand?
I would definitely love to see Djewelled continue to grow and expand more within the region. We currently retail online worldwide, based between Cairo and the UAE, and we recently expanded to Jeddah. Growing our marketbase and building relationships with new clients while strengthening our existing ones is always the goal. And I dream of always pushing our design envelope one collection at a time.
