Sustainable bling

Now more than ever, the EW  team wants to show some love to local and small businesses that shape the creative landscape in this sandy city.

COVID-19 has had a significant impact on various industries, including luxury and fashion with many having to re-evaluate their business plans, while some have had to sadly close, including homegrown e-commerce platform The Modist.

One of the latest jewellery brands to cross our magpie radar is FYNE. A small, female-led label which focuses on creating ethical pieces using consciously sourced diamonds with 18-carat gold.


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“Our jewellery represents a sophisticated rebellion – a wearable reminder that women do not need to conform to any particular label or mould,” reads the brand’s statement. “The FYNE woman is bold and fierce, and she carries a keen awareness for the planet and for herself.”

It was founded by Aya Ahmad in 2019, who is the first in her family to pursue a career in diamonds. After working for several years in the diamond industry, she felt that it was a heavily male dominated and unwaveringly old fashioned business and wanted to carve out her own path. Although she lived in Antwerp, Belgium, aka the diamond capital of the world, she saw the potential of starting a brand in Dubai.

She established FYNE as an ethical jewellery brand with sustainability at it’s core, catering to bold and strong women who want to make conscious style choices. With her modern mindset, Aya decided to use lab grown diamonds across her rings, bracelets, earrings and necklaces and focus on creating beautiful pieces at a contemporary price point.


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Cultured diamonds cost up to 40 per cent less than mined diamonds, and are produced in a more environmentally-friendly setting. They’re cut and polished in the same manner as natural diamonds, so you’ll be getting the same sparkling result.

“Not only are they a sustainable and refined choice, but cultured diamonds don’t pollute ground water, displace communities or wildlife and are guaranteed conflict-free,” the brand states.

In addition to sustainably-made pieces, FYNE also uses recyclable materials and packaging as well as a made-to-order business model to further reduce waste.

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Images: Instagram