OUR STORY

Founded June 2014 by Egyptian Artist Farida Abushady, the brand is a contemporary combination of nature, spirituality, and culture. Pieces are handmade by a list of artisans and craftsmen in countries including India, Turkey, Indonesia, Egypt and Dubai. The brand focuses on ancient culture and symbolism, and uses unique materials such as semi-precious stones, healing crystals, seashells, wood, ceramic, brass, silver and silk. Farida Abushady's work is available in several concept stores in Egypt & Dubai including Pop Up Shop, Jay Stores, Rax Concept Store, and Stories Fashion Boutique.

FARIDA ABUSHADY
Egyptian Artist, Founder & Creative Director

An Egyptian Artist born in Saudi, raised in Dubai, Farida Abushady found her inspiration when reading about the balancing powers of stones and crystals. The young artist had moved to London to continue her studies, when she began to discover her passion for travel, meditation, and multicultural spirituality. Combining these values with precious balancing materials, her jewelry brand was born.

"I consider myself a multicultural individual. I enjoy reading about ancient culture and symbolism dating back to the Pharaohs, Ancient Tibet, Indian, Himalayan and African civilisations. Every piece I create is made up of unique components and symbols that add spiritual value to it's wearer. 
 
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HANDMADE IN CAIRO

The Land Of The Pharaohs Collection was conceived after a trip to the ancient Egyptian museum, where the designer discovered treasures of the great pharaohs.

​The collection features sets inspired by Queen Cleopatra, celebrating women, each piece is a statement featuring 24k gold-plated brass, sterling silver, and semi-precious stones such as onyx and mother of pearl. Inspired by ancient Egypt, and made entirely, in Egypt.

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The Tribe Collection

The Tribe is inspired by the raw bohemian lifestyle. A spiritual way of living and connecting with the earth, the night sky, nature, and animals.

The collection showcases interchangeable pieces of jewelry inspired by the moon, the caterpillar, and the bird, featuring unique and sustainable materials including wood, abalone seashell, hand-carved recycled buffalo bone, and oxidized brass.

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The Minimal Flow Collection

Minimal Flow is our first collection working with pure Egyptian Sterling Silver. All pieces are hand-made using 950 Sterling Silver and Silver plating for a strong shiny finish. 

The inspiration behind this collection is nature represented in abstract form and the snake, glorifying an animal that provokes fear into a beautiful piece of jewelry to represent strength. The collection is minimal, yet when pieces are worn as sets, they create a striking statement of simplicity and elegance.