Her Highness Sheikha Sana Al Maktoum Discusses Her New Jewellery Line

Lindsay Judge   |   04-04-2021

Her Highness Sheikha Sana Al Maktoum recently unveiled her jewellery brand Sana Al Maktoum Fine Jewellery to the world through an intimate ceremony conducted behind the walls of the stunning palace where she grew up in Dubai.


Inspired by her late grandmother Her Highness fulfilled her dream of creating her own jewellery line featuring special pieces that will live with women through the memorable moments of their lives. Her Highness wants to create more than just a jewellery collection, she wants to provide pieces that allow women to feel empowered, inspired and confident. Her first collection “My Treasure” is made up of 13 pieces that feature ethically sourced diamonds, alongside pink, yellow or blue sapphires, encased in white gold, yellow gold, or rose gold. At the heart of the collection is the butterfly symbol which represents her late grandmother Sheikha Sana. The butterflies are captured beautifully using the enchanting “en Tremblant” technique which allows them to “quiver” when they are being worn. This old-age traditional technique has been passed down through generations and remains one of the most highly skilled methods used in jewellery-making today.



As well as providing exquisite products for her clients, Her Highness has expressed her wish to take her brand further through a greater vision to create positive change for women and children, through education-related charity partnerships. She will be developing charitable partnerships which will enable those in need to benefit in several ways. To find out more about the latest collection as well as the plans for the future, we talk to Her Highness Sheikha Sana Al Maktoum.


Why did you decide to launch your own jewellery brand and what was the inspiration?

The inspiration behind the collection is my grandmother. I remember her as a strong, spirited woman who always walked her own path. She lived a life away from the public eye but had such an incredible influence on the people of the UAE. She was her own individual self and butterflies remind me of her. They are a symbol of beauty, hope, metamorphosis and change. I feel her around me all the time which is why I call her my “guardian butterfly”.



What is the goal you have set out to achieve with your brand and where would you like to see it in five years?

I hope to launch more jewellery collections in due time and to solidify exciting partnerships and collaborations with other global companies. My dream is for Sana Al Maktoum Fine Jewellery to evolve into a truly international brand, known for its innovative and modern design, but also as jewellery that makes a real difference through its charity connections.


Tell us a little about the debut collection “My Treasure”.

Memories are to be treasured, and I treasure the time I spent in the garden with my grandmother Sheikha Sana. She would often laugh and call the butterflies, “her treasure”. She had a profound impact on my life, so she has become my own “Treasure”. I continue to share her love of butterflies, and the My Treasure collection is in her honour.



You recently presented the collection to the world, what has been some of the feedback you have received so far and how was the experience of inviting guests behind the walls of the palace?

Apart from the fact that the palace is a beautiful venue, it is also my home. Having the event at home, created a very personal touch that I wanted when discussing my debut collection. It’s also important for me and my brand, to develop a good working relationship with media representatives, so hosting them at the Palace was a step forward in creating that respectful and productive relationship. The response has been overwhelming, heart-warming, and positive to say the least. I feel very encouraged and excited about the future of Sana Al Maktoum Fine Jewellery.


What can we expect to see coming from your brand throughout the rest of the year?

I’m looking forward to designing a new collection and pursuing exciting new collaborations and a partnership with a charity close to my heart.



What do you think women are looking for from jewellery today particularly in the Middle East?

Women in the Middle East are very fashion-forward and understand jewellery well in terms of quality and branding. They are always one step ahead when it comes to fashion trends and are looking for pieces that allow them to stand out within their circles as a form of self-expression and harnessing their power.


What is your first memory of jewellery?

As a child, I found myself very drawn to jewellery. My mum used to dress me up in jewellery before we went to see my grandmother. I picked up my affinity towards it at a very young age and it has since developed further into a passion. Purchasing and wearing a certain piece of jewellery evokes special moments in your life that you want to treasure forever.



Where do you stand on sustainability with your projects?

All the stones are sourced ethically. My goal is to eventually transition to finding diamonds that are sustainable as can be.


Growing up in the UAE how do you think you were inspired to follow your dreams?

I have been surrounded by the most amazing role models that have served as inspiration. My mother, Sheikha Hessa, is an artist and I have been blessed by her creativity. Sheikha Latifa Al Maktoum has been inspiring as a sportswoman- she is an incredible horse rider and Olympian showjumper. I love how Sheikha Mozah Al Maktoum went on to inspire many more by becoming the first Emirati pilot and Sheikha Manal Al Maktoum bint Mohammed bin Rashid for encouraging Emirati women to follow their dreams. And of course, Sheikh Mohammed bin Rashid Al Maktoum who is the ultimate visionary for Dubai and responsible for putting it on the map as a world-class city.



What support did you receive from those around you?

My family has given me a lot of support. Besides this, I have an amazing international team that’s always hands-on. I’m extremely grateful to my best friend Sara for being there at all the appearances and major milestones of Sana Al Maktoum Fine Jewellery. My close friend Hessa has also been a huge part in building the business right from its foundation.


As a young businesswoman, what advice would you give to others who want to follow their own dream?

Believe in yourself and follow your intuition. Always go with your gut instinct and don’t follow the herd. Always do what you believe in.


What is something you would like to achieve that you haven’t done yet?

I would love to go to the Bharat Diamond Bourse (BDB) in Mumbai, India. It is the world’s largest diamond market, and I would love to visit it and interact with various traders as well as craftsmen to learn from them. I really look forward to learning from various experts in the industry.



Who is your biggest inspiration?

HRH Princess Diana – she was truly a people’s princess. I love her grace and the fact that she never held back from showing her love to the people and stood for her own rights. She was a woman of peace, charity and integrity. She seamlessly embraced all cultures and traditions, which is something I value greatly.


What is the life motto that you live by?

Always go with your gut instinct.


What does the Holy Month of Ramadan mean to you?

Ramadan is a time for family and a time to go within. It is a time where I connect deeply and spiritually with my faith. It is a month of slowing down, reflection, and gratitude for everyone and everything that I have.



What is a message you would like to send to our readers about your brand?

Sana Al Maktoum Fine Jewellery is a brand that embraces a new way of design and expression – I view it as an international, versatile and timeless brand for the modern woman. It transcends seasons and feels transformative and empowering. The pieces carry a sense of emotion and metamorphosis – women are ever-evolving and changing, and I want it to be a symbol of this transformation and for my brand to serve as a memory of this change.