UAE-based jewellery brand 94 Jewelry was founded by six Emirati sisters whose passion for design and jewellery saw them come together to create a business.
Zainab, Fatima, Jumana, Kawther, Khadija and Mira wanted to create a brand that meant something and built the business on the belief that jewellery is more than just adornment—it is a legacy.
Drawing inspiration from treasured family traditions, their collections are designed to be modern heirlooms, seamlessly blending timeless craftsmanship with contemporary elegance. Each piece is thoughtfully created to be cherished today and passed down for generations, embodying the essence of fine jewellery that stands the test of time.
At the heart of 94 Jewelry is a commitment to artistic craftsmanship and versatility. Their collections, including Heirloom, Spinning, Terrazzo, Malachite and Aurora, offer a diverse range of styles, from intricate heritage-inspired designs to bold, colourful expressions of individuality. The latest Aurora collection brings a playful and dynamic approach to fine jewellery, featuring reversible designs that allow the wearer to switch between two looks effortlessly—an embodiment of the brand’s signature versatility.
Here we talk to two of the sisters, Zainab and Fatma to find out more about the latest collections and the vision for the brand looking forward.
Tell us about the brand 94 Jewelry and why you decided to launch it initially.
Zainab: We chose jewellery because it’s something that we all love mutually – we have always loved to design our own jewellery, we’ve grown up enjoying our mother’s pieces, and so it was natural for us to start a brand together so we could create pieces that we wanted but could not find anywhere. We wanted to combine a vintage feel while simultaneously being timeless and modern. Something that you would enjoy wearing, no matter how old it is, and that you can pass on to the next generation. Our brand is about designing heirlooms that will last for generations.
It’s a family affair – how do you divide the functions of the business between you as sisters, and how do you get over differences in opinion?
Zainab: We have created a structure that works for us in the sense that we each handle a different department within the brand. Everyone understands their roles within the brand and takes up their individual responsibilities. Some of our roles are in multiple departments. For example, I handle marketing and PR with my sister, but I’m part of the design team too. Everyone had the chance to choose what their role was going to be from the very beginning, and from time to time, we regroup to decide whether we want to adapt or change any of the roles. This also helps us to feel constantly motivated and keeps our interest within the company.
In terms of agreeing on everything at the same time, that’s impossible! We’ve learnt to agree to disagree sometimes. Although we’re sisters, each of us has a different view on life, different opinions, and different personal styles. The end product is usually shared with all of us as well so we can each give our input. It’s also nice to get feedback from our friends and family members, especially my mum, who loves jewellery.
Tell us about the collections – the colours, the stones and the motifs.
Zainab: We started our brand with two collections: Malachite and the Allah Cube Collection. The Allah collection is a collection of Allah cube pendants, which are more traditional and religious but also timeless. People wear them all the time, and they are often purchased as gifts. They were designed to be simple pieces that can be worn on their own or paired with other jewellery.
The malachite collection was very artsy, fun and playful. It consisted of the malachite ball, a 3D ball with ridges on top with diamonds and turquoise.
We saw that malachite was a stone that worked really well for us, and so we are now incorporating malachite into other collections.
Why did you choose malachite?
Zainab: I think it was a stone that we particularly liked, and it’s really beautiful, especially its veins and details. Every malachite piece is different from another, making it so beautiful and unique. Finding that perfect slab and using it correctly, especially when the piece is bigger, can be something different and beautiful.
Tell us about the latest collection, Aurora.
Zainab: This collection was created with the idea of having one piece that could be used in multiple ways, dressing it up and dressing it down. The collection is inspired by the sun and the moon. The blue piece represents night and the stars, and the moon. And the other piece represents the sun and the day. The idea is that you can turn it and have a completely different pendant with a different stone. Customers can customise the necklace according to the stones they like – we can offer them a series of possibilities. It’s something really different, it’s also fun, but at the same time, it can be worn in a classic way.
You talk about jewellery being passed down for generations – what do you think a jewellery piece needs to make it worthy of this?
Fatima: The concept of heirlooms is special to us because it’s something that happens not only in our family but in our culture. Jewellery is often passed on through generations, which happened with our mother and grandmother, and now that I am a mother myself, I hope to do the same with my daughters. The beauty in jewellery is that even if you don’t appreciate it at that time, you will eventually end up appreciating it. I have four girls, and they all have very different tastes. We have had jewellery passed down through the family, and sometimes there are pieces I wouldn’t wear, but one of them might see it and love it. Other times, we will put pieces in the safe, and then eventually, we’ll look back at them and realise that something is a beautiful piece. It’s just about styling it the right way. I am more minimalist in my style, but my eldest loves bigger, heavier piece,s and she appreciates the finer details in her pieces. She’s also very much into fashion, so she sees things differently, and perhaps that’s why she enjoys my pieces and my closet more!
What are the first pieces of jewellery you remember?
Zainab: I remember there was a phase of Mickey Mouse necklaces in gold and diamonds, and I think my father gifted them to us. That’s one of the first things I remember having, and then there was also the Chopard Happy Diamonds collection. I think I still have some of these pieces. If I don’t, then they would have been handed down to other members of the family. It’s nice to have pieces that you can always keep and love, and that’s the aim for me with the brand and in my personal life too, not just with jewellery, but with anything I buy. We live in a time when we need to focus on quality, not quantity.
What’s the biggest challenge with the company today?
Zainab: I think one of the challenges is staying true to the essence of 94 Jewelry. We’re not into trends at all; we’re not a fast fashion brand. We don’t produce all the time. We produce slowly, carefully and cautiously, and every piece is handmade, so it takes time. It’s a process, and we need to test it out and ensure that we maintain the quality and that when our pieces are made, they’re made properly and suited to a wide range of women. We take our time, don’t launch very frequently, and are OK with that. Whenever we regroup as a brand and discuss where we’re at and where we’re going, I think everyone is still on the same page in the sense that we have our essence and we shouldn’t change it just because everyone else is overproducing. Our pieces are not the most affordable, and so we need to make sure that whatever we create, our customers will see the value in it just as much as we do.
How do you think regional events such as The Sharjah Jewelry show are helping to support local designers?
Zainab: Being a local brand, people are still starting to consider if they should buy from local brands versus international brands, but I think it’s changing a lot. We live in a city where everyone supports each other, which is amazing. These local events are amazing. We have something happening every weekend, and we can’t keep up! There are so many exciting events and opportunities. It gives local brands the chance to showcase their work and reach potential customers, and it’s a great platform. We’re very lucky to have great things happening. It’s a very busy city, and people are constantly seeking something new, which is fantastic for a local brand such as ours.
This is the women’s issue – as successful women, what advice would you give others?
Zainab: If there’s anything you want to do, do it! Ask yourself what your end goal is – is it to continue working in the corporate world? Or do you know that eventually, you want to start your own thing? If that’s your end goal, what are you waiting for? Start it now!
What message would you send to our readers about the brand?
We are currently available on Ounass and are in the process of launching our website soon. Potential customers can get in touch through our Instagram page, and we will connect with them and help as much as possible. We also do many custom pieces. This could be customising pieces from our current collections to their needs, or making something completely from scratch. We’re very open to working with our clients. People love to have something personal or special that can’t be found anywhere else, and if we can do that for them, why not?
Fatima: Our pieces are very unique and artistic, so if readers want to stand out in the crowd, then they can come to us.
