In a region where jewellery has long served as both adornment and heirloom, a new generation of designers is reshaping its narrative through a more personal and contemporary lens. Among them is Fatma Al Bannai, founder of Dubai-based fine jewellery label Baguette Design, whose work bridges storytelling with craftsmanship to create pieces that are as meaningful as they are modern. Drawing from a background in writing and a deep appreciation for heritage, Al Bannai approaches jewellery as a form of expression, where each design carries its own emotional significance for the wearer. In this conversation, she reflects on the creative influences that shaped her path, the philosophy behind Baguette Design, and how cultural identity, narrative and femininity continue to inform her evolving collections.
Can you tell us about the earliest creative influences that shaped your path toward launching Baguette Design?
As a child, I always felt like I wanted to express myself through different forms of art. My earliest influence was my aunt, who used to paint the most stunning acrylic paintings. I myself dabbled a little in art before I found my passion in fiction, and it remains very important to me. Storytelling has always been the way I express myself. Over time, I realised that jewellery carries its own narratives, becoming sentimental in deeply personal ways for each wearer. Bringing together my love of writing and my passion for jewellery felt natural. That is why every collection I create is accompanied by a story, giving each piece a meaning that goes beyond its form.
As an Emirati woman building a fine jewellery brand in Dubai, how has your personal identity informed the aesthetic and values of Baguette Design?
I take great pride in being an Emirati woman, and I try to create pieces that not only showcase the power of Emirati women but also appeal to women internationally. The Heritage collection is my personal contribution to the evolving identity of traditional Emirati jewellery.
The brand is named after the baguette diamond cut. What drew you to this particular cut as the foundation for your brand’s philosophy?
The brand is named after the baguette diamond cut for its uniqueness, strength, and individuality, as well as for being an underrated cut. Baguette Design strives to create strong pieces for strong women that enunciate their femininity and stand out from the typical.
Baguette Design speaks to women who want to feel both powerful and daring. How do you translate that emotional experience into something tangible through jewellery?
Each woman carries her own collection of jewellery, and with every piece there is a story. Where she found it, why she chose it, who gave it to her, or whether it has been passed down through generations. It is this emotional journey behind each piece that adds to her confidence and strengthens her presence as a powerful woman.
You have a background in writing and storytelling. How does this narrative instinct shape the way you approach your collections?
I have always been in love with fantasy and fictional worlds, with their characters, and with how they dress, which can express their motivations and reveal the plot. Each collection I design has a unique, fictional story tied to it, yet these short stories often intertwine with others to create something deeper and more layered. I always imagine who the character would be who would be wearing the piece I am designing. My character or world building completes the jewellery I design and vice versa.
What role does material selection for your pieces play in expressing femininity in a modern context?
Diamonds are often my starting point when designing, as they are the most accessible and practical when creating pieces on a larger scale. However, I have always been drawn to coloured stones, particularly tourmalines, for the depth and individuality they bring. I am excited to continue exploring collections that incorporate more colour, as they allow for a different, more expressive dimension of femininity in a modern context.
The inclusion of amethyst as a signature stone across your designs adds a distinct identity to the brand. What is the meaning behind this choice?
When I first began shaping Baguette’s identity, I thought deeply about what I wanted the brand to represent in the long term. I wanted a signature colour that was not widely used in the jewellery industry yet still exuded femininity.
Amethyst became my signature stone not only for its beauty, but for its meaning. It is my mother’s birthstone, and my relationship with her is something I cherish above all else. Before starting Baguette, we would create pieces together for ourselves, and those moments remain incredibly special to me. Choosing amethyst as the brand’s authentication stone felt like a natural way to honour that bond and carry it forward into every design.
Jewellery is often associated with special occasions. How do you design pieces that feel equally relevant for everyday wear?
I don’t see jewellery as something reserved only for special occasions. To me, it’s the final touch to a woman’s look, even on the most ordinary days. Whether she prefers something minimal or chooses to wear a cocktail ring while running errands, it’s all part of how she expresses her femininity and personality.
When I design, I think about what I would love to wear, or what a character I imagine would wear, while making sure it still feels modern and easy enough to style day to day. It’s about creating pieces that feel just as natural on a regular afternoon as they do at a special event.
What challenges have you faced as a female founder in the regional jewellery landscape, and how have they shaped your leadership approach?
There have certainly been challenges, and there still are. I started this brand without a background in design or even business, so I had to learn many of the technical aspects of building a company as I went. I also began and continue as a one-woman operation, which can feel overwhelming at times, especially when you are navigating decisions on your own.
Balancing family life with running a business is not always easy, but I am deeply grateful for my family, who have been instrumental in supporting me along the way. I come from a family that has always been driven, and because storytelling and jewellery are two of my greatest passions, that drive pushes me to work harder than I ever thought I could.
We are seeing many beautiful new brands emerging in the Middle East and the UAE in particular – what sets Baguette apart?
Absolutely, and I love that so many beautiful brands are emerging from the UAE right now. What makes Baguette different, I think, is the sense of fantasy woven into each piece. It’s not just about how it looks, but about the story behind it. When someone wears a Baguette piece, they’re not just wearing jewellery, they’re stepping into a narrative. There’s something intimate about knowing the meaning behind what you’re wearing and feeling like your part of a story that’s still being written.
How do you balance cultural heritage with contemporary design when creating collections for a global audience?
I started the brand by focusing on contemporary pieces that could speak to a wider, global audience, and I have many more such modern designs in the pipeline. At the same time, it was always important to me to create at least one collection that carries elements of traditional cultural jewellery, reimagined with a modern twist. That way, it honours my heritage while still feeling relevant and wearable for a global audience.
Looking ahead, what is in the pipeline for the brand this year and what is your vision beyond that?
Creatively, I’m excited to continue designing pieces that truly speak to women, pieces that tell a story and resonate beyond the object itself. I want the work to translate, to connect, and to feel personal to those who wear it. As a brand, I hope to keep growing and take it as far as it can go. I truly believe Emirati jewellery designers can make a meaningful impact on the global luxury landscape. I want to show that we, as Emirati women, are capable of reaching international recognition and standing confidently on the world stage.
By Lindsay Judge
