As Dina J Jewelry celebrates the opening of its first flagship store in Dubai, we sit down with founder and creative director Dina El Jisr.
Founder and creative director Dina El Jisr
Founded in 2017, in Lebanon, Dina J Jewelry is establishing itself as one of the region’s most exciting fine jewellery houses. Known for a fine balance of timeless craftsmanship and contemporary design, the brand has carved a niche for women who are looking for modern pieces that have traditional roots. Each piece is conceived with a strong artistic identity, blending refined detailing with a fashion-forward sensibility that appeals to a new generation of collectors.
The brand’s DNA lies in creating jewellery that feels personal yet statement-making, weaving together cultural inspirations, architectural forms, and the highest standards of artisanal skill. Over the years, Dina J Jewelry has earned a reputation for producing pieces that are both wearable and transformative, effortlessly transitioning from day to evening while retaining their sophistication.
The opening of its first flagship boutique in Dubai this month marks an important milestone for the brand. Positioned within one of the world’s most dynamic luxury destinations, the new store not only showcases its signature creations but also signals Dina J Jewelry’s ambition to grow on an international scale. For Dina El Jisr, this is an exciting turning point and an opportunity to share her brand with a wider audience.
Can you share the story of how the brand was born and the journey that brought it to where it is today?
I have always wanted to work in fashion, and that passion led me to pursue a B.A. in Jewellery Design at Central Saint Martins in London. In 2017, I launched my brand, starting as a small business among friends and family. The adrenaline and excitement of seeing clients love my creations confirmed that this was exactly what I wanted to do. Still, I knew I had so much to learn. Then came a series of challenges – COVID, the financial crisis in Lebanon and the Beirut explosion. At this point, my family and I made the difficult decision to move and start a new life in Dubai. I had to rebuild my brand from scratch. Once again, I began with the support of friends and family, slowly working to expand. It took five years of persistence, patience, and determination. As sales grew, I started receiving more messages from clients asking, “Where is your shop?” That was the moment I knew it was the right time to open my store. The journey has been full of ups and downs, but my love for my brand has made every challenge worthwhile. As the saying goes, everything truly happens at the right time
How would you describe the brand identity of Dina J jewelry to someone discovering it for the first time?
Dina J is a fine jewellery brand that embodies both fun and sophistication. It’s edgy yet timeless, classic yet modern — designed to be stackable and versatile, appealing to women of different ages and styles. Each piece is created to not only complement an outfit but also to build confidence for the person wearing it. The designs carry a bold presence on the outside, while remaining light, comfortable, and effortless to wear.
What inspires you most when designing a new piece?
My greatest inspiration comes from architecture, nature, and the sea. When you look at my jewellery, you can immediately feel that architectural edge, the sharp structures, the bold forms, the sense of design rooted in strength. At the same time, the sea and nature are where I find peace and balance, and that flows into my work through organic lines, fluidity, and lightness. For me, it’s about merging these worlds: strong, edgy architectural forms with the calm and beauty of nature. That’s what gives my designs their identity and makes each piece stand out.
Dubai has become a global hub for luxury. What made you decide that this was the perfect city for your first flagship store?
Honestly, moving to Dubai was a way of escaping the challenges we faced back in Lebanon. From here, I began rebuilding my brand step by step. After living in the city for five years and slowly re-establishing my clientele, it felt only natural that Dubai would be the place for my first flagship store. This city is where Dina J was truly reborn, and opening here is both a new chapter and a celebration of that journey.
Today, boutiques are more about creating an experience – what atmosphere or feeling did you want to capture in your Dubai store?
The atmosphere I wanted to create in my store is one of home and comfort. A space where clients feel at ease the moment they walk in. It’s designed to be zen and peaceful yet still carry the essence of luxury. More than just a boutique, it’s a comfort zone where people can connect with the jewellery in a calm and welcoming environment, while still feeling the sophistication and elegance that defines the brand.
For you personally, what does this flagship opening represent, both as a designer and as a woman building a global brand?
To me personally, this opening is a sign that I’m on the right track. It represents stability and a reminder that even though I may have faced failure before, I overcame it. Moving forward and never giving up was the right choice. It proves that you should never give up on your dreams and that with persistence, you can reach your goals. For me, this flagship is a step toward building the next brand that people desire, and ultimately, toward becoming a global name.
Could you walk us through your creative process?
My process is a little unconventional, but it’s what makes it fun. I like to start with collage; that’s how I design my jewellery. It may sound unusual, but it allows me to play with ideas in a very free and creative way, and when my daughter is around, it becomes a fun experience we share together. I usually begin with my bigger statement pieces, then move on to the smaller designs. The collage helps spark creativity, but once the vision is there, we move into CAD to refine the technical details like weight and precision. From there, we create a wax model to ensure the size is correct before finally bringing the piece to life. It’s a journey from playful creativity to precise craftsmanship.
Dina J pieces feel both timeless and modern. How do you strike that delicate balance in your work?
Jewellery to me should be something that’s passed on from one generation to another, it becomes heritage. I even named one of my collections ‘Heritage.’ Every piece carries a story: it could be emotional, joyful, or even bittersweet, but when it’s passed on, it represents love and care. That’s why I design with timelessness in mind, so every generation can wear it and feel its meaning. At the same time, we’re in a more modern era, so I make sure my designs reflect today’s trends, but always in a way that keeps them classic and enduring. It’s about honouring the past while embracing the present.
Are there particular gemstones, materials, or artisanal techniques that you feel truly define the Dina J aesthetic?
Dina J is defined by its signature geometric triangle pattern. It has become the brand’s identity. When you see that shape, you instantly recognise it as Dina J; it’s almost in the brand’s DNA. When it comes to materials, I like to stay classic, working with yellow, rose, and white gold, paired with diamonds as the core of my designs. I also incorporate gemstones like malachite, mother of pearl, turquoise, and onyx, these are very popular with my clients. But at its heart, Dina J is truly about gold and diamonds, elevated through design and craftsmanship.
Dubai attracts such a diverse, international audience. How do you imagine your pieces resonating with clients here?
The story behind Dina J is actually a simple one: my jewellery was born out of the desire to truly satisfy the needs of my clients. Growing up across different countries and making friends from so many cultures gave me a unique perspective on the diversity of women and their styles. My strength, and my greatest blessing, is that I had the chance to meet these women, to listen to them, and to understand their love for jewellery. Dina J designs are created with all of them in mind. I keep my identity and the luxury feel at the heart of every piece, while celebrating the diversity that has shaped me and my brand.
Who is the woman that you design jewellery for?
I always say that Dina J is myself, my family, my friends, my neighbours, my colleagues; all the women I meet on a daily basis. They are the true source of my inspiration.
A Dina J woman could be anyone: a working woman, a housewife, a daughter, or a grandmother. Every woman carries her own story, her own strength, and her own beauty. My jewellery is designed to reflect that; to celebrate women in all their roles, while keeping the luxury and identity of the brand alive.
What is the vision for your brand looking ahead and what else is in the pipeline?
The beauty of building a brand is that there’s never a finish line; it’s a continuous journey. My vision is to see Dina J stores in every country, expanding across the world and reaching women everywhere. I know this will take time and patience; it won’t happen overnight. But that’s the dream, and what drives me forward. Most importantly, I want this growth to be a testament to my team, that their dedication and hard work have built something lasting and meaningful. For me, success isn’t only about expansion, it’s about creating a legacy that we can all be proud of.
Tell us something about Dina, the woman behind the brand?
I love being a mother; that’s the role that brings me the most joy. I’m a very passionate person, super organised in my home, yet completely unorganised in life! I love to cook and host, and bringing people together truly makes me happy. With my friends, I’m outgoing and full of energy, but at work, I can be surprisingly shy. I also treasure my quiet time, because that’s when I can focus and recharge, though with kids, that’s not always easy. To reset myself, I always turn to the sea. I’m definitely a sea woman, not a mountain woman. And anything related to the yellow colour makes me smile—whether it’s sunsets or sunflowers, it’s my favourite shade of happiness.
What is the professional motto that you live by?
My motto is simple: never give up. No matter how many times you fall, you can always rise again stronger. Patience, resilience, and hard work are what carry you forward, even when things don’t go as planned. For me, every challenge is just part of the journey. If you stay true to your vision and keep moving forward, eventually you will get to where you want to be.
What words would you use to describe Dina J?
Resilient, passionate, authentic, and visionary.
