Amy Pugsley 
Jewelry is almost always a statement piece and one of the most important accessories in any woman’s wardrobe. It is not easy to create a jewelry brand and ensure its success in a market that is oversaturated with designers, creatives, and Instagram curators. How does a brand like Ivory Bohemian Art stand out from the crowd? In a very short time, the Cairo-based brand has become a staple for those looking for unique pieces that complement their personal styles. With a focus on combining high-end natural materials, the brand continues to create new and exciting lines. Flair Magazine asked founder Yomna Zaki a few questions about her newest collection Ivy.
Tell me about the creative inspiration for the new IVY collection.
I wanted to create pieces that can be worn in different ways and occasions. Pieces that become the staples in your wardrobe, from daywear to an elegant evening look also keeping in mind that less is more!
What inspires your creativity when making a new piece of jewelry?
As cliche as this sounds—everything! I always try to train myself to pay attention to the details of whatever I may encounter in my life. Architecture, great works of art, nature and clean lines are all inspiring for me. My work has a lot of influences but one of the most important is color, color is everything to my design process.
Do you find it important to keep up with trends in your industry and how do you do that?
Honestly, I don’t really pay attention to the trends too much. I’m trying to do my own thing, my own way. I just look and observe around me, how women prefer wearing their jewelry. For instance, do they prefer statement earrings or something subtle? I also, always try on my jewelry for a while to see how they feel.
What does an average day look like for a jewelry designer?
On a perfect day, my morning would start with coffee, good music and then I spend an average of 2 hours with my team replying to direct messages, emails, and creating content. In this two hour window, I also pack up orders and tracking them for shipping and plan various pop-up events. Jewelry design and making usually happen in the afternoon in our workshop. I just sit there, brainstorming and sketching new ideas with my team. Some days will be more administrative than others but it’s never the same from day to day which is part of the reason I love what I do, it’s always different and always new.
Describe your new line in 5 words
Raw, bold, colorful, one of a kind and simple.
Contact Ivory:
Email: Ivoryshopegypt@gmail.com
Instagram: Ivory Bohemian Art
Shop Locations: ABn’G store in Zamalek, Cairo or Kaf Fatma store in Maadi, Cairo
Photo Credit & Creative Direction:
Photography & Direction: Karim El Gohary
Model: Dana Saba
