From porcelain dolls to gold: The journey of Iranian-German designer Roya Raissi

Drawing inspiration from the blend of European and Middle Eastern aesthetics, Raissi’s design philosophy is rooted in love and her brand Nefertiti Jewellery is renowned for its fashionable lightweight jewellery

Dubai: Iranian-German designer Roya Raissi’s journey began with a move to Germany after completing her high school education. While pursuing her studies in design, she started creating limited collections of porcelain dolls which were showcased in exhibitions across Germany. One of the major buyers of her designs was a renowned TV broadcaster from Munich, which led to a significant partnership. The dolls were a hit, with German television ranking them as the best porcelain doll designs in 2002 in Munich.

Raissi’s brand Nefertiti Jewellery is not only a reflection of her skill but also a tribute to the strength of women, as Nefertiti means “beautiful lady” and embodies the spirit of strong, beautiful women who pursue their dreams. Her designs have inspired others in the industry, leading to the growth of the lightweight jewellery market in Al Rigga Road, Dubai.

In a fascinating conversation with Roya Raissi, Founder, Nefartiti Jewellery, The Retail Jeweller delves into her remarkable journey from Germany to the glittering world of jewellery in Dubai, her store’s origin and the philosophy behind her designs:

How has your journey in the jewellery industry been so far? How have you evolved as a designer?
In 2013, I moved to Dubai after my manager passed away, setting the stage for my future work in jewellery design and also to be closer to my family in Iran. I decided to revitalize my brand and gradually built my reputation as a designer by experimenting and tweaking designs, just like I used to do with porcelain dolls. As my business gained momentum and recognition, it became a hub of creativity and soon, there was a constant queue forming at my door, eager customers drawn to my creations. Word began to spread in the local bazaar and people were intrigued by my low-weight designs which soon became the foundation of Dubai’s lightweight jewellery, collaborating and developing it with Azadi Jewellery LLC, one of the well-known gold jewellery suppliers.

What was the inspiration behind the name of your brand?
The name Nefertiti not only pays homage to the iconic queen but also embodies the spirit of every beautiful lady who walks into the store. The connection between the name and the customers’ beauty is obvious.

Please take us through your design process and the influences on you.
There’s no secret process behind my designs; they’re born from a place of genuine love and passion. I’m deeply passionate about fostering creativity, harnessing my imagination, finding inspiration, and ideally, sharing that inspiration with others along the way. This work provides me with a profound sense of purpose. My love for art is unwavering and everlasting. Further, I am committed to developing a deep understanding of my consumers.

What is your future agenda? How are you looking to expand and grow the brand?
I am not driven by the pursuit of expansion or multiplying stores. I prefer to produce more unique designs, maintaining the boutique’s integrity and intimacy that customers cherish. I am also working on releasing fresh collections very soon. My new collection will be named ‘Be Bold, Be Gold’.

By Bushra Satkhed

Retail Jeweller World Exclusive