As Director General of Irthi Contemporary Crafts Council, Her Excellency Reem BinKaram is at the helm of a movement that merges heritage craft with contemporary design — and now, with meaningful global impact.
Founded under the patronage of Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, Irthi is a Sharjah-based organization dedicated to preserving traditional Emirati crafts, empowering women artisans across wider region.
In her latest undertaking, BinKaram is leading one of Irthi’s most ambitious projects to date: the Precious Heart collection, a luxury jewellery collaboration with British heritage brand Asprey and The Big Heart Foundation (TBHF). The limited-edition collection reinterprets the traditional Emirati craft of Talli in 20 extraordinary pieces made from high-purity imperial jadeite, diamonds, amethysts and pearls, with 100% of proceeds supporting TBHF’s humanitarian initiatives for refugees and vulnerable communities around the world. Crafted from ultra-rare imperial jadeite and inspired by the intricate Emirati craft of Talli, the 20-piece collection was developed under BinKaram’s guidance to celebrate cultural identity while contributing to global impact. Under her stewardship, Irthi has not only upheld the integrity of traditional craft, but also reimagined it as a vehicle for diplomacy, empowerment, and purposeful luxury. It was her oversight that ensured the collaboration would meet both artistic and philanthropic ambitions.
Here, H.E. Reem BinKaram reflects on the remarkable journey behind Precious Heart, the fusion of craft and cause, and how this project signals a new global standard for collaborations rooted in heritage, humanity, and hope.
Tell us about the work of Irthi today and what you are trying to achieve.
Irthi Contemporary Crafts Council was founded through the vision and leadership of Her Highness Sheikha Jawaher bint Mohammed Al Qasimi to create an artisan economy for women while preserving and revitalising the cultural traditions and craftsmanship of the UAE. Today, our work has expanded significantly beyond the Emirates, empowering female artisans across the Middle East, North Africa, and Asia, while collaborating with leading designers, brands, and institutions worldwide.
Our primary mission is multifaceted as we aim to preserve indigenous craft heritage, empower women both economically and socially through comprehensive training programmes, and develop new market opportunities by facilitating collaborations between these craftswomen and internationally recognised designers and brands.
By uplifting communities, promoting artisanal excellence, and encouraging sustainable methodologies, we are forging a legacy where every thread woven and every pattern crafted carries ancestral knowledge; a story of resilience; and provides an authentic and connected narrative between the past, present and future.
What can you tell us about the Precious Heart Jewellery project and why you decided to embark on this initiative?
The Precious Heart jewellery collection represents a purpose-led collaboration between Irthi, The Big Heart Foundation (TBHF), and the iconic British luxury brand Asprey. Together, we set out to create something truly extraordinary that would showcase the rich heritage of Emirati traditional design while generating substantial support for humanitarian causes worldwide through the efforts of TBHF.
The collection is a testament to what can be achieved when creativity, luxury design and humanitarian change unite through a common purpose. Inspired by the intricate beauty of Emirati Talli, this initiative combines Irthi’s design language with Asprey’s renowned craftsmanship and The Big Heart Foundation’s philanthropic vision. Every piece sold fuels The Big Heart Foundation’s work for refugees and vulnerable communities, transforming luxury into a lifeline.
What are the common codes between Irthi and Asprey, and why do you feel these are the right partners?
Irthi and Asprey are kindred spirits in our pursuit of excellence through craftsmanship and the undeniable power of art. Asprey’s 250-year heritage of British luxury mirrors our commitment to building a legacy, while their ethical sourcing practices align with Irthi’s pledge to preserve both cultural and environmental heritage. What solidified this partnership was a shared belief that luxury should transcend materialism; that it should tell stories, uplift communities, and spark dialogue.
Through a common cause, Asprey’s donation of 1,000 grams of rare imperial jadeite, a stone with unparalleled clarity, allowed us to push creative boundaries while adhering to sustainable principles. Together, we are redefining luxury as a language of empathy, where Emirati motifs meet timeless elegance, and every piece becomes a tool for global good.
Why was it important to you to collaborate with The Big Heart Foundation on this project?
Under the visionary leadership of Her Highness Sheikha Jawaher, TBHF has upheld the idea that creativity and compassion are inseparable, and for Irthi, this partnership ensures that our cultural endeavours are never detached from their social impact. The Precious Heart collection’s proceeds will fund critical initiatives for refugees and displaced communities, and this collaboration also embodies Her Highness’s philosophy that every aesthetic achievement must serve a higher purpose. By uniting Irthi’s artisans, Asprey’s craftsmanship, and TBHF’s humanitarian expertise, we’ve created a blueprint for how organisations across sectors can amplify their impact, and it’s a reminder that heritage, when paired with empathy, can transcend borders and generations.
Tell us about the launch event that happened, and what was the reaction to the pieces?
The launch event for the Precious Heart collection was a significant occasion, held at The Chedi Al Bait Hotel in Sharjah, which included the opening of a silent charity auction. The reaction to the pieces has been extraordinary. Against the backdrop of the hotel’s restored heritage architecture, guests witnessed the unveiling of 20 pieces that marry the ethereal green hues of imperial jadeite with the meticulous artistry of Emirati Talli. Collectors were able to pledge bids not just for beauty, but for a belief in a better world —a resounding affirmation that when heritage and humanity collide, the world takes notice.
How did the support of Sheikha Jawaher make this project possible?
Her Highness Sheikha Jawaher’s guiding vision and support has been absolutely fundamental to this project, and every single day I wake up inspired and extremely proud to work towards the mission she has set in place. Her leadership as Chairperson of both Irthi and TBHF ensures that this initiative has far-reaching global scope and meaningful humanitarian impact.
Her Highness’s vision of pairing beauty with purpose has established a culture that distinguishes our organisation and has created a humanitarian dimension to our initiatives that engages with global issues and challenges, contributing to shaping a more just and compassionate future. The guidance we receive ensures that Irthi’s work extends beyond preserving crafts to using them as powerful tools for women’s empowerment, positive change, and cultural dialogue.
Can you tell us about some of the highlight pieces in the collection?
We are extremely proud of what we have created, and the collection features 20 exceptional pieces, all crafted from high-purity imperial jadeite and valued at a total of £9.7 million. The collection features a diverse array of jewellery types, including rings, necklaces, earrings, bracelets, anklets, and beaded jadeite necklaces, all meticulously set in 18-karat gold and adorned with precious stones such as diamonds, amethysts, and natural pearls.
Among the standout pieces are beaded jadeite necklaces, jadeite pendants, and hinged bangles, and each piece represents a perfect harmony between Asprey’s luxury heritage and Emirati design traditions, resulting in jewellery that is both culturally significant and exquisitely beautiful.
How has Emirati heritage and the concept of Talli inspired this collection?
Talli is a form of creative artistry that mirrors the rhythm of Emirati life, a dance of threads passed down through generations. For the collection, we translated its geometric precision to complement jadeite’s curves and crystalline origin, forming a fluidity of design that captures our heritage. These immaculate pieces aim to honour ancestral skill while embracing modern elegance, proving that tradition is a canvas for infinite reinvention.
What is the biggest challenge you have in educating the younger generations about traditional Emirati crafts?
What I would consider more in line with our purpose than a “challenge” is bridging the wisdom of artisans who hold centuries-old techniques with the curiosity of younger generations. With the digital age often prioritising immediacy, the goal is to ensure these time-honoured practices remain a living lineage rather than an unrelatable relic. It requires collaborating deeply with women who have mastered their craft, not only documenting their knowledge, but also creating spaces where their skills can appeal to modern times.
To this extent, we’re working to demonstrate the relevance of these crafts to modern design and contemporary issues such as sustainability and cultural identity. We’re also exploring how traditional techniques can be combined with new technologies and materials to create innovative hybrid approaches that appeal to younger practitioners.
Looking ahead, what are the future plans for Irthi?
Our mission is clear. We aim to further expand Irthi’s global reach and impact, creating more strategic partnerships with international luxury brands that share our values of cultural preservation, artisanal excellence, and social responsibility. By further developing educational programmes and empowering artisans, especially women, we will ensure the transmission of traditional craft knowledge to younger generations, creating a sustainable future for these important cultural practices. By documenting techniques, creating accessible learning opportunities, and elevating the status of crafts in contemporary culture, we can ensure that traditional Emirati crafts remain globally accessible and remain forever relevant. We also aspire to further develop the economic potential of craft-based enterprises, creating more opportunities for women artisans to achieve financial independence and professional recognition through their work, and we’re excited to see what the future holds.
