Jewelry collections with semiprecious, unusual and even ornamental stones today are exclusively presented in the STONE jewelry boutique recently opened in Dubai. Juman Jallad Shanshal, director and co-owner of the boutique, told us about his concept and those who create jewelry for STONE.
Jumana, please tell me how STONE appeared?
Together with my friend Gadir Taher Said, we opened the first boutique with the same name in Jordan, where we both come from, three years ago. He very soon became popular. You know how in the East they love large, catchy and unusual jewelry. Local jewelers began to come to us and bring their work. Our goal was to present such collections that would suit the tastes of our customers. The main idea, which became the concept of STONE, was built around the unusual colors and beauty of a wide variety of precious or semi-precious stones, inserted into unique and inimitable, sometimes released in a single copy, jewelry.
What do you present today at your Dubai boutique located at The Village Mall?
We have selected collections from various designers such as Andre Marcha, Tubogas, Tiigan, Nawbar, Selim Mouzannar's Toyfoon and many others. In addition to the author's collections, we present our own under the STONE brand, which is specially made for us by the unsurpassed master jeweler. One of his most delightful creations is jewelry with jade, pomegranate, tourmaline, natural mother of pearl, on which intricate carvings are made. Such jewelry, most often, are made to order and in one copy. You should definitely pay attention to the collections of bracelets with colored enamel, diamonds and precious stones MCL by Mattew Campbell Laurenza.
Celebrities like Jennifer Lopez and Blake Livley are happy to wear them, and we are proud to represent them at STONE. In these bracelets there are diamonds of a classic cut "rose", which has been made for centuries, since the time of Queen Victoria, and still popular, for example, in India. In combination with silver and enamel, they look like antique jewelry. Some of the bracelets in this collection are really old, and what is noteworthy is their affordable prices. Therefore, many customers, having bought one bracelet, after a while go to us for the following.
Of course, we also have collections of products with white and black diamonds, rubies, sapphires or emeralds. But for us it is not an end in itself to work only with the noblest of stones. In a fancy pearl inserted in a necklace of dark blue lapis lazuli no less than charm, believe me.
Is there some kind of corporate design that goes through all the STONE collections?
Yes, if we are talking about our own collections, then this is an image of stars. We started with small stars in earrings and rings, now we release larger versions of them.
What is the main contingent of your customers?
Among our regular customers there are many local women. There are those who knew well about the boutique back in Jordan, and now they are happy to come to Dubai's STONE. It seems to me that our jewelry attracts with its vintage. We often use the styles of "Art Deco" and "Art Nouveau", as these periods were permeated with charm and unique craftsmanship. You know, many people love their jewelry also because each of them can have some interesting story, or because this story begins to be born with a new acquisition, and then passed down from generation to generation of one family. Each of our decorations is living. Each stone is unique.
So what's the STONE philosophy?
In general, yes. Everyone is looking for a philosopher's stone for himself all his life, but ours, it seems to me, bring people joy, light and beauty. So why not start your stone search with STONE? I think everyone will find something of their own. We update our collections every three weeks, endlessly surprising even our regular customers, not to mention those who were with us for the first time.
Thanks for the interesting presentation, Jumana. I hope that the circle of your regular customers will constantly expand. Good luck.
