Bejewelled elegance: Jewellery designer Farhana

Jewellery designer Farhana talks about her latest collection Amara which was recently launched in Dubai.

IN THE MODERN era where the younger generation is more besotted with the virtual world, one jewellery designer is enticing the young and old with the latest jewellery collection, Amara, in Dubai, defying all the modern designs and yet paving way for the rich Arabic culture and exquisite jewellery line-up. So what makes her special? She blends the ethinicity of Arabic culture and heritage jewellery with a traditional approach to the uniquely manufactured jewellery pieces and assures customers a complete 'exclusivity' tag in Dubai.
Dubai-raised Farhana, mother of two children, has had her stint abroad and is a globetrotter with a multifaceted personality.
"We design and manufacture our own jewellery collection and do not repeat or have mass production as we have a very loyal customer base here which includes the locals, Indians, Pakistanis and other expatriates," she said.
Every year the design house launches three collections and Amara is the second. The third collection will be launched in January -February of 2016. Farhana is equipped with 15 years of experience in jewellery designing, fashion designing and holds a Masters in Business Administration from London.
"What is the point in me creating something exclusive and not being able to market it and bring it to my customers and hence the decision to do my MBA. Besides I never liked machine made jewellery - it looks more like a 'foil' kind of jewellery."
INSPIRED CREATIONS
Jewellery according to this beautiful designer is something that inspires you and is manifested in elegance. The designer also has a passion for travelling and uses it to take inspiration from traditional palaces, heritage buildings and colours that entice human eyes and hearts.
The base for the jewellery is mostly pearls, uncut diamonds and coloured stones and they are targeted at women in their 20s.
"What I have noticed is that women have become more independent and hence possess more financial freedom to make their choices and hence it kind of makes me feel happy that the age group is lowered and no more restricted to a particular market segment."
Farhana has intertwined her personal style intimately with the brand that stands for elegance and opulence in jewellery, having welcomed phenomenal success in the UAE in the recent years.
The story of the Amara collection begins with the Raj Gharana of India. She launched the collection at her store in The Dubai Mall - Arabian Treasures. The collection is available at Abu Dhabi Palace Hotel and Marina Mall in Abu Dhabi.
"Dubai has evolved as not only a fashion hub but also a jewellery hub as it is cosmopolitan in nature with so many nationalities living in one emirate and exhibiting the rich culture and traditions from different nationalities. Fashion today in the Middle East is very radical. Women really take a lot of effort and personal care to sustain beauty."
Dubai has evolved as a retail global hub and hence competition is also very evident. With customers being very demanding and expecting the latest in fashion, Farhana said: "Of course the competition is very high but because I constantly believe in pushing myself to bring out the best, it makes me innovate and offer the best to my customers."