Joubijoux launches jewellery capsule collection ‘Versa’ exclusively with concept jewellery store Poison Drop

Designed for versatile styling and symbolic resonance, Versa was launched through an exclusive event at Poison Drop’s Dubai Hills mall store, featuring a live session with stylist Wafa. The range includes reversible rings, flip hoops and stackable pieces

Dubai: Joubijoux, a new entrant in the contemporary jewellery segment, launched its first collection, Versa, in collaboration with multi-brand concept jewellery retail store Poison Drop. The launch event took place on April 25 at the Poison Drop boutique located in Dubai Hills mall.

At its core, Versa celebrates transformation. The collection features a selection of reversible rings, flip-it hoops, and stackable, layerable pieces, each carefully crafted to adapt to the wearer’s changing moods and style preferences. Whether paired with casual denim or formal silk, Versa allows for effortless customization and fluidity, enabling individuals to create a look that reflects their unique identity, day after day.

The collection is more than just a visual statement; it is deeply symbolic. The design of each piece incorporates a thoughtfully curated palette of green, red, and white, highlighted by three iconic gemstones: emerald, ruby and diamond. Each of these stones represents a powerful energy: the emerald, known for its rich green hue, symbolizes vitality and renewal; the ruby, with its deep red tone, embodies passion and strength; and the diamond, with its pure clarity, signifies purity and endurance. These stones have been selected not only for their beauty but for the deeper meaning they bring to each piece. Through these stones, Versa merges aesthetic appeal with emotional depth, allowing the wearer to connect with the essence of each piece on a personal level.

To mark the launch of the Versa collection, Poison Drop hosted an exclusive event at its Dubai Hills mall location. This invitation-only event featured a live styling workshop hosted by Wafa, a Dubai-based stylist and image consultant with over 12 years of experience in elevating personal style. Guests had the opportunity to witness firsthand how the versatility of Versa can be incorporated into various looks, offering new ways to enhance and personalize their style.

Joubijoux was founded with a focus on creating versatile fine jewellery that integrates colour and form through the use of enamel work, combined with gold and occasional diamond detailing. The brand’s core design philosophy revolves around modular and transformable pieces that allow wearers to personalize and adapt jewellery across different contexts.

Poison Drop, the retail partner for the launch, is a curated platform that began operations in Russia and has expanded into select international markets, including the UAE. It is known for introducing emerging designer jewellery brands to newer audiences, offering a mix of fashion-forward and independent labels through both its e-commerce platform and brick-and-mortar stores. The boutique in Dubai Hills continues this strategy by hosting international launches and pop-up events that bring visibility to newer players in the fine and semi-fine jewellery categories.

Retail Jeweller ME News