Amira Karaouli Jewelry is a winning recipe of the oriental touched with European ethos

Amira Karaouli, who conceived and implemented her own design line, did so with a wish in her heart — to enrich the lives of impoverished women in her homeland, Tunisia. The Retail Jeweller World talks to her about her design language

When did you discover your love for jewellery?

I was a very young girl, and jewellery was something that I had always seen my family treasure. The timeless pieces that my mother and grandmother owned were always in my mind when it came to my love for bling. It made me curious and helped me develop a passion that I slowly converted to a profession.

What kind of designs do you think do well? What inspires yours?

I have always seen women getting drawn to bracelets and earrings. I think it is the minimalist charm of modernist jewellery — just one unique piece to light up an outfit — that attracts them to these pieces. They do well and are mostly affordable. They also make for ideal gifts.

If we talk about inspiration, it is not just one thing or a person that gets me raring to go. I am an amalgamation of different cultures of countries I have lived in — Tunisia, Romania and France. Places that I have visited for their architecture, like Dubai and Beirut, have also contributed to my design aesthetics. Anything culturally beautiful inspires me.

How would you describe your style?  What is your design language?

When you look at most of my pieces, you will find that they are inspired by the oriental style, touched here and there with the European ethos. It’s always a mix between different cultures.

How do you think the jewelry industry in Africa has evolved with time?

Africa is traditionally rooted. But a very positive change that I have noticed over the past few years is a shift in trend. From only traditional and classic jewellery, people are slowly moving towards modern and sustainable pieces

Do you have any favourite metal or gemstone you like experimenting with?

All my pieces are handmade in 18k gold. For gemstones, I take my pick between diamonds and malachite. I think they contribute a lot to the aesthetics of a piece and make for modernist designs that echo of the traditional.

Talk to us about some of your most memorable collections.  What is your personal favourite till date?  

I love all my designs, but the one that really jumps out at me is my Warrior Princess collection. The bangles remind me of the strength and perseverance that women in our region show. It is special to me because a part of the sales is given away for the welfare of women in need.

What are your feelings about sustainable jewellery designing? How do you incorporate that in your work?

I think it’s very important to take sustainability into account when designingjewellery. For my part, I ensure that all the gold we use in our designs are recycled.

Where do you think retailers and manufacturers need to improve when it comes to the jewellery industry in the UAE?

UAE makes amazing jewellery. In certain ways, they are stalwarts. The finishing of their products is mind-blowing, and I feel there is a lot to learn from that. But, when it comes to techniques, I think countries like Italy and USA are way ahead. It would be really nice to see manufacturers in the UAE adopting modern techniques to make jewellery.

2021 is the beginning of a new decade, what is your vision for your organization and the overall jewellery industry of the region?  

The jewellery industry has traditionally been a very old-school. We have always had people wanting to experience the feel of the jewellery and then proceed to buy them. With the pandemic, the physical sales had to be limited, and I think the online shift that took place is the future. New technology is coming up every day to ensure that online sales are at their best. We now have improved software and photography trends to boost sales. We all need to work with and consult online sales specialists in order to optimize sales.

What have been the learnings from the pandemic for our jewellery industry?

A lot of jewellers have been affected by the pandemic. It has shut down a lot of businesses and also forced us to reinvent your working methods. The prominence of digital showrooms is now real. A lot of new brands ad to bear the brunt because they had to stop even before finding a footing in the industry. Change is inevitable and we all need to adapt to stay relevant.

What products according to you have done well in the UAE/ region this year in terms of gold,diamonds, colour gemstones, platinum, anything else? Are there are any specific trends? 

I can speak for myself when I say that the demand for 18k yellow, white and rose gold has been brilliant. Gemstones like malachite, lapis, Mother of Pearls and diamonds have always rules the market since they are timeless.

How do you see the post pandemic and current scenario in retail?

The future is digital. People will slowly get more comfortable with shopping online for jewellery. Online sales will drive a lot of revenue and there is no coming back from this, even if the pandemic dissipates in the future. This is being called the new normal for a reason.

How has digital media and technology helped in the jewellery business and what would you like to see more?

As far as I can tell, this is the only way to sell jewellery now, since physical shows and exhibitions are not happening anymore, and most stores are shut. Social media presence is paramount.

For sure, we have to be more creative and organize more digital showrooms.

What is your advice for budding designers? 

Be different, be creative and follow your dreams to the end. It is not that difficult if you set your heart to it.

Courtesy: Retail Jeweller World News