December’s – ‘The Winter Escape Issue’ – Download Now

Each distinctive piece can be entirely curated as autobiographical, making Foundrae a truly modern heirloom. We spoke to Founder Beth Bugdaycay, who alongside her husband, launched the brand in 2015 based around a lexicon of beautiful and sentimental symbols.

What do your first 30 mins of the day look like, your morning routine?

During the weekday, I go straight downstairs to wake up my kids and make breakfast. I make waffle or crepe batter every 3 days and keep it in the fridge, so mornings are fast but still delicious. At weekends I go straight to ‘my corner’ which is a comfy area of the couch surrounded by my journals, books and incense.

What is the DNA of the brand, its core values?

Foundrae is rooted in humanity’s connection to universal symbols and the innate desire to find our purpose. Symbolism has always been my starting place; they are our tools of self-discovery and self-expression.


How did you know it was the right time to launch Foundrae and what was the catalyst for you to make the leap?

I definitely didn’t know it was the right time and actually think that no time is ever perfect. To take a risk, to admit to the world what really makes your heartbeat is really scary and made me feel very vulnerable. I launched Foundrae anyway, even though I wasn’t sure if the timing was great and it was frightening. I felt I had to try because I didn’t feel whole, life is too short, and I wanted to do something more meaningful.

Do you feel more drawn to the creative or the business side of the brand and how have you grown the team to support this?

I definitely feel more drawn to the creative side… luckily my husband is CEO, and we just hired a President, so that gives me plenty of freedom to be creative.

What has been the biggest hurdle since launching and how did you navigate it?

It was definitely financial pressure. We had serious cash flow issues at the beginning of our business due to investing in production and staffing for example. Every spending decision was important because we just couldn’t do it all, so we had to prioritize.

Do you have any mentors or guides and how does this help navigate the right path?

My parents and Murat (my husband) have the biggest influence on me. That’s where I get my encouragement.

How do you find working with your partner – do you divide and conquer across work scope?

Murat and I have different job responsibilities – two halves make a whole.

What is the inspiration around the symbols you select and how do you ensure all pieces lead back to the DNA of the brand?

I’m very careful to select symbols that have crossed cultural and religious boundaries and time. I think that it’s important that most people feel a sense of familiarity with them but also that they spark an interest in a new way.


You have clients the globe over – do you see any buying patterns based on regions or countries and have you seen any changes this year as a result of COVID-19?

I haven’t really seen any dramatic geographic trends. I think that the popularity of social media has really blurred those lines.

How has social media affected the fine jewellery business and which platform has been most useful?

Instagram helped us so much. It’s really the primary way people are introduced to Foundrae, not just through our own feed, but when other people wear our pieces.

Which piece you personally own is most special to you and why?

I’d say that the new symbol of Wholeness, Mind, Body, Soul, resonates in particular with me right now. I think a lot about the paths of ascension and the ancestors that came before me. I believe their souls reside inside me and that their experiences help to shape mine. I try to pay attention to that.

What is the most popular piece which consistently drives sales?

Well, for the last year, I’d say Resilience definitely resonated with people.

What tips would you give anyone wanting to invest in a fine piece of jewellery?

I think it should be a piece that you will wear every day.

What advice would you give to your younger self starting out?

Do what is authentic to you, not what you think people want from you.

This is The Winter Escape Issue, where would you like to escape to?

We’ve booked a trip to Dominica for the holidays where we will be sleeping in individual family tree houses. I’m pretty excited about escaping there.

Foundrae Charms

Above: 18K Yellow Gold Dream Baby Diamond Medallion Charm Dhs6,716; 18K Yellow Gold Crescent Medium Diamond Medallion Charm Dhs12,123; Yellow Gold Karma Medallion Necklace Dhs14,246; All Foundrae available at Browns Fashion

December’s – ‘The Winter Escape Issue’ – Download Now

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Images: Supplied