“Precious” by Djewelled

This summer Djewelled is introducing its new line “Precious,” featuring polished
precious and semi-precious stones, as well as diamonds and black diamonds. The
new, on-going line mirrors the brand’s stance on fashion, offering fresh modern
designs that make a statement.
The new line is ready to cement Djewelled’s standpoint as a simple and dainty jewelry
brand. Fusing 18K gold, diamonds and vibrant precious and semi-precious stones, the
pieces, which include rings, necklaces, bracelets and earrings, combine classic finesse
with a more modern twist.

“It still holds the same feel of Djewelled; very simple and very wearable all-day,
everyday, but it’s more fresh and colorful and it’s more high-end,” said Dena Essam,
the designer behind Djewelled.

The main inspiration for the brand’s new line is geometric shapes. This was manifested
through pieces, such as a bar ring featuring colored sapphires, emeralds and rubies
and pyramid-like, cubical earrings featuring blue topaz.
With the continuing trend of stackable jewelry, Djewelled is making sure that this line
further enables young and fresh women to style and stack the pieces as they desire to
make up the perfect look.

“The pieces look different when you stack them up with different pieces, and I’ve
always loved that,” Essam said. “That was the vision I had for Djewelled. I wanted
people to come back for more because they love it and want to wear more of it.”
Djewelled is well-known for its customized fine jewelry and this line is no different. The
pieces are customizable in regards to stone selection and gold color.

“I took myself to a whole new level designing this line,” said the self-taught jewelry
designer. “They’re pieces I would personally wear everyday, pieces that inspire me.”
The launch of ‘Precious’ by Djewelled is supported with a campaign shoot
conceptualized by Maison Pyramide, perfectly capturing the essence of the new line.
Mimicking the fresh and vibrant air of the line, Maison Pyramide Fashion Director Ikon
Chiba adopted the idea of enlarging the pieces to become life-sized objects used for
summer activities. This was infused with dazzling colors that contrast those of the
precious stones, emphasizing the look and feel of the beach.

“I wanted to portray summer activities, but in a high fashion approach that is elegant
and simple, just like ‘Precious’ by Djewelled,” said Chiba.
Enlarging the pieces adds a lot to “Precious,” emphasizing all the details and work that
goes into it, and amplifying the richness and splendor of the pieces.
“I love the idea that you see the pieces as larger than life; they’re more than just small
pieces, they are pieces that you can interact with,” said Essam.

Credits:
Project | Maison Pyramide @maisonpyramide
For Djewelled | @djewelled
Art Direction | Ikon Chiba @ikon_x
Photography | Batool Al Daawi @batoolaldaawi
Styling | Farah El Sayed @styledbyfarahelsayed
MUA | Soha Khoury @sohakhoury
Hair | Toi @toibeautysalon
Model | Heba Eldessouky @hebaeldessouky

Production House: Blow Creative Studios