This week, Emirates Woman spoke to Ksenia Moiseeva, and Elizveta Antipenko, the co-founder of Amore Ethica, a lab-grown jewellery brand based in Dubai.

By keeping harmony and ethics in mind, the brand focuses on lab-grown diamonds made with care. Each product is picked responsibly and with care. From diamonds to solid gold, the brand offers high-quality jewellery, that focuses on conscious elegance.

Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.

So, to delve into their story, Emirates Woman sat down to speak to her and see how it all began.

What was your favourite subject at school?

KM: My favorite subject at school was history. I think it made me more open-minded, as I developed a passion to travel which led to moving to Dubai, a key international place, to launch my brand and begin my own business.

EA: My favourite subject at school was English Literature. I’ve always been drawn to the way stories can evoke emotions and reveal beauty in simple things. That sensitivity to emotion and detail, later became part of Amore Ethica’s philosophy, to create jewellery that helps women feel seen, valued, and truly happy with themselves.

What was your first job?

KM: My first job was actually at an oil company, which is not connected to fashion business, but gave me a system vision and built discipline which helped me launch my fashion brand.

EA: After graduating from university, I began my career as an investigator specializing in economic crimes in Russia. It was a demanding and intellectually challenging role that taught me structure, discipline, and how to analyse details — skills that, surprisingly, still help me in business today. After graduating from university, I began my career as an investigator specializing in economic crimes in Russia. It was a demanding and intellectually challenging role that taught me discipline, structure, and analytical thinking – skills that, unexpectedly, became very useful in building Amore Ethica. Today, as a creator of new collections, I rely on the same precision and organization to manage the entire process from concept development to ensuring the exceptional quality of our pieces. We launch new drops every three months to show different ways lab-grown diamonds can be modern, playful, and fashionable.

What brought you to Dubai?

KM: I moved to Dubai by chance, but with a sense which I understand just now – to develop industry of lab-grown diamonds in Dubai and create a new niche of fashion business with Amore Ethica.

EA: My husband received a job in Dubai, and we decided to take the leap together. I’ve always been a bit of a dreamer, and I saw the move as a gift of fate – a chance to reinvent myself and start something new. When I arrived, I was fascinated by Dubai’s energy and its rapidly growing fashion scene. At the same time, I was searching for a business idea that would allow me to make women feel happier and more beautiful. That’s when I met Ksenia, who already had experience in the diamond industry. Together, we wanted to create something meaningful, something that reflects beauty and also contributes to a more sustainable future. When we started exploring the market, we saw a real opportunity in lab-grown diamonds. For us, it came down to two key reasons. Firstly,, we deeply believe in sustainability – lab-grown diamonds are created without mining, which helps reduce environmental impact – and second, they are much more affordable, allowing more women to enjoy their beauty. We also realized that the global trend for lab-grown diamonds is growing but still at an early stage, so we felt it was the perfect moment.

What inspired you to enter the space and launch your brand?

KM: It’s been a dream for the last five years to launch a jewelry brand that will specializes in lab-grown diamonds. It all started back in Moscow, where I’ve been selling lab-grown diamonds to US, Canada and Europe and I saw a great potential. Lab-grown diamonds gave people the opportunity to spend consciously, without breaking their wallet, and still make presents to the people they love, especially after the COVID when we all understood that there is nothing more valuable than our loved ones.

EA: The inspiration came from my friend and now business partner, Ksenia, who already had experience in the jewelry world. I saw the spark in her eyes when she spoke about her work, and as a loyal friend, I wanted to support her. What started as a shared idea between two friends eventually grew into Amore Ethica, a jewellery brand built on ethics, beauty, and purpose.

Talk us through the concept?

KM: Amore Ethica’s concept is all about women. We are making the designs that are comfortable to wear, easy to mix and match and are top quality. We’re testing every design ourselves, selecting the best stones available on the market and providing flexibility to our customers. We are making it about women, where they can open their imagination, choose what they really like without paying attention to the price tag that much. For the same amount, they can choose much bigger diamond sizes. We also deliver the jewellery to your home, where you can try it and decide what is best for you.

What are the key elements of your role?

KM: Production and selection of the stones is one of the key elements of my role. As I’ve worked in jewelry industry before, I am managing the production processes from 3D design to the final model, connect with different suppliers to source the best materials and constantly improve the product quality. Also, I am looking for strategic partnerships with marketing, PR, content production and more. My main goal is to always bring us to the next level.

EA: Ksenia and I make decisions together, always aligned with our shared principles. Clear communication is essential to avoid contradictions or misunderstandings. My main responsibility is the strategic side of the business and external communications. Ksenia and I make all key decisions together, always guided by our shared principles. For us, these principles mean maintaining the highest quality in every piece we create, offering fair and transparent pricing, designing jewellery that reflects the desires and individuality of each client, and ensuring open communication and flexibility in everything we do. Clear communication is essential to avoid contradictions or misunderstandings -it’s what allows our partnership to stay strong and our brand to remain authentic. My main responsibility lies on the strategic side of Amore Ethica. This means shaping the direction of our growth, identifying our target audience and guiding how we position the brand in the market. I also oversee marketing and external communications, ensuring that everything we do reflects our values of beauty, consciousness, and emotional connection with women who wear our jewellery.

Talk us through your daily routine.

KM: Everyday we check with the marketing team and production team for any updates, if we have a content production we go to the specific location & make photo shoots of the new products, create educational reels or meet with the clients. Every day is a new adventure, because Dubai is such a a multicultural and growing Emirate, there are always new opportunities arising. For example, there are more and more social clubs opening for women, so many different events and exhibitions where you can learn something new and we get a lot of inspiration from different women we meet along the way.

EB: In an ideal world, work and leisure would be neatly separated, but when you’re building a brand, life becomes beautifully intertwined. Unexpected challenges appear every day – sometimes the quality of stones doesn’t match what we ordered, or a finished piece turns out slightly different from the original design. There are moments when clients need their jewelry sooner than expected, and we have to find solutions on the spot. Flexibility and calmness become essential. Still, I always make time for sports, focused work, and meaningful moments with family and friends. That balance keeps me grounded and gives me energy to face each new day with creativity and optimism.

What advice do you have for anyone looking to follow in the same footsteps?

KM: Don’t give up and follow your dream. Slowly, but steadily you will make progress if you continue showing up every day.

EA: Never give up, every step counts. Building a brand takes patience and faith in your idea. From our journey with Amore Ethica, I learned that success comes from staying true to your values and creating something meaningful. For us, it was about making jewelry that combines beauty, sustainability, and happiness for women. Believe in your vision, stay consistent, and keep moving forward, even small progress leads to something beautiful.

Tell us more about the pieces?

KM: The pieces we create are mostly modern twists on classics, we also make a lot of custom design. You can send us a photo reference of the design you like and we can adapt it to your needs. For example, you would like to make a memorable gift to your friend, we can make a friendship bracelet with your initials, or we had one client who wanted to make a custom bracelet with initials of her entire family and it ended up to be the word MAGIK. Nowadays people want more customisation, so that their creation is unique. We can use yellow, rose, white gold or platinum and lab-grown or natural gemstones or demand. Custom design will take 7-10 days to produce, which is quite fast. We’re always doing our best to accommodate our customers’ needs and create the most beautiful pieces with white or yellow, pink or even blue lab-grown diamonds, which will cost just a fraction of natural alternatives.

EA: We began as an online jewellery house focused on bespoke designs with lab-grown diamonds, and later expanded into ready-to-wear collections crafted in our own signature style. Every piece is made from 18K gold and set with diamonds of color grades D-F and clarity grades VS1-VVS2, ensuring exceptional brilliance and purity. For women who are just starting their jewellery journey, we usually recommend beginning with timeless classics like elegant stud earrings, a simple pendant, or a delicate tennis bracelet. When choosing a diamond, it’s important to consider the four Cs: cut, color, clarity, and carat, as they define both the appearance and character of each stone.We offer personal consultations online or in person to help clients find what truly reflects their style.

What is the best piece of advice you have ever received?

KM: The best advice given to me was to never be scared of anything. If you’re scared, it means you need to do it to overcome your fear.

And what is the worst?

KM: There’s no such thing, because it’s your decision to follow it or not. Sometimes you don’t even need to pay attention to bad advice or remember it.

EA: Someone once advised me to focus only on sales and not to worry about the value behind the product. I completely disagree. True success isn’t just about selling, it’s about creating something meaningful that people genuinely love. At Amore Ethica, we aim to build a global brand known for its quality, ethics, and emotional connection with women, not just numbers. When your product carries real value, sales naturally follow.

Amore Ethica

What’s the biggest challenge you have had to overcome?

KM: Fear of failing. I think a lot of people are scared to follow their dreams because it’s difficult and you may fail. But it shouldn’t stop you, because failing is just learning your mistakes and trying again. It can take several attempts before you succeed and it’s fine.

What lies ahead for the brand?

KM: Only a bright future. We believe that our brand can bring people, beauty and consciousness to the world. We want every woman to shine and every woman deserves a big diamond.

EA: Our next step is opening our first boutique, a welcoming space for women from around the world to connect, mix and match Amore Ethica pieces, share ideas, and simply enjoy time together. A place where every woman can shine and feel beautiful inside and out.

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Images: Supplied