Flip through the latest issue of Gulf Weekly.
AMONGST the major brand names introducing exclusive collections and limited edition pieces to the Middle East collectors’ market, visitors to Jewellery Arabia 2017 will also get the chance to sample the delights of the work of bespoke jewellery designers.
Amongst them, and making a second appearance at the show, will be Hamala Hills -based Sherie, showcasing its range of studs, necklaces, cuffs, chokers, earrings, bracelets and other items.
The enterprise is the brainchild of mother and daughter duo, Soheyla and Shahrzad Amoudeh. Shahrzad, whose nickname is Sherie, said: “I think we’ve incorporated everything we love into this and our endless love of pomegranates and birds has also moved us into a new direction of home accessories.
“I love pomegranates as they symbolise luck and fertility while my mum loves birds because they resemble freedom.
“My mum creates most of the pieces and I do most of the design work. The inspiration comes from our travels, our culture, old art books and artists. We are inspired by anything to do with the art world.
“There is a lot of chic, nomad and bohemian flair to our work. I would say I’m more daring and eccentric, while she is classic and elegant.”
Soheyla and Shahrzad live in Jasra with their families, are Canadian with Persian roots, and collectively boast 35 years-of-work experience in the jewellery industry.
Soheyla, 59, has been a member of the Industrial Artists and Designers of London (SIAD) since 1980.
Shahrzad was eight when her mum ventured into designing. “I grew up watching and working with my mum who is my best friend,” she added. “I learned so much from her and, although I initially wanted to be a pediatrician, my mother was right … art flows through my veins. I ended up following in her footsteps and loving design even more. I can’t imagine doing anything else.”
Shahrzad graduated from London Guildhall University, the same university her mum attended, earning a BA in jewellery design and craft in 2006, as well as winning The Goldsmiths Craft and Design Awards in 2005.
As well as a store, they run what they describe as a ‘soft workshop’ in Hamala, although the bulk of the designs are manufactured in India and later assembled in Bahrain where they add the ‘finishing touches’.
The aim is to establish a second workshop by the end of 2018.
They were excited about launching new lines such as Les Etoiles (stars) and The Kenzi (gold) collections at this week’s expo and receiving feedback from visitors.
They say jewellery pieces featuring stars, moons, crescents and eyes remain as popular as ever. “People have told us that they love the energy that they get from wearing our pieces - that they are different,” said Shahrzad. “I think it’s because we love what we do and our energy is emanated into the stones when designing the pieces. Perhaps it rubs off on people.
“It makes them feel happy when they wear it and that’s our core goal. We want people to feel good, beautiful, unique, confident and exceptional with a touch of Sherie magic.”
The jewellery ranges in price between BD15 to BD700.
