Juman Pearls is not just a business, but a passion for beauty, says designer Lina Muhtadi

Juman Pearls creates jewellery pieces using diamonds, precious and semi-precious stones produced by one of the oldest manufacturers of gold in Saudi Arabia

The ability to create beautiful jewellery with pearls and precious stones was passed on to Lina Muhtadi, Designer and Creative Director, Juman Pearls, by her mother We dad who established Juman Pearls. Muhtadi is professionally trained and certified by the Gemological Institute of America (GIA) and the International Gemological Institute (IGI). Her love for creativity and design is endless as she took on the responsibility to expand her mother’s business that started as a mere hobby for stringing pearls. She strives to create pieces that make women feel proud, confident and comfortable in their own skin.

For two decades, Juman Pearls has upheld the family’s passion and belief in exceptional jewellery inspired by their culture and heritage. Each creation is made with pearls and gems hand-selected by Muhtadi from around the world. The jewellery pieces are then produced by one of the oldest manufacturers of gold in the Eastern Province of Saudi Arabia, under Muhtadi’s close supervision. By incorporating diamonds, precious and semi-precious stones into her constantly evolving and innovative style, Muhtadi has made Juman Pearls a household name.

Here are excerpts from a conversation The Retail Jeweller had with Lina Muhtadi about her inspiration, latest collections and future plans:

Juman Pearls has been in the jewellery business since the 1990s. Tell us the story behind its establishment and the journey so far.

I was initially interested in marketing my mom’s designs and soon discovered a passion for the creative process and expanded the business by incorporating semi-precious, precious stones and diamonds. Juman is my daughter’s name and it is the Arabic word for ‘the perfect pearl’, which is precisely how each jewellery piece begins.

What is your source of inspiration for creating your designer collections?

I am constantly inspired by my surroundings – architecture, textiles, nature, and often the pearls and gems. They can be so kaleidoscopic and take on so many different forms and colours – enough to take me to the drawing board.

What are your views on the changing Middle East market trends over the past decades?

I see a very clear shift to more wearable jewellery. The elaborate and extravagant sets of the past are only worn on very special occasions, so lighter and more practical jewellery is in demand. Another emerging trend has been women buying jewellery for themselves. The Middle East, particularly the GCC, has seen a great increase in women entering the workforce and becoming increasingly financially independent. With that, women’s tastes are becoming clearer and are beginning to reshape the jewellery industry.

You create jewellery using pearls, diamonds, and gold. Which is your favourite material to work with?

I have an affinity for yellow gold and pearls. I particularly like the brushed or matte finish and tend to use it in my designs. I am also very drawn to organic shapes, whether in pearls or precious stones. I strongly believe that we can’t outdo nature, so beauty can be created when we find ways to highlight and bring out the natural beauty of the world around us.

How have customer preferences evolved over the years? Which is the most preferred material by your customers?

The preference of our customers is in our name- pearls – integral to our work. The classic designs I work on with pearls are timeless pieces passed down for generations. We are still a brand that caters to everyone and with the rise of social media; younger audiences are increasingly looking for brands that match their evolving tastes. The biggest shift I noticed is a move to smaller, but more intricate jewellery designs that incorporate more colours.

How has your brand progressed over the last couple of years?
The biggest shift in my work over the past few years has been to do jewellery collections that don’t include pearls at all. It was beyond my comfort zone and I explored new ways to accentuate different stones. The key to balance the old and the new lies in identity. With a strong sense of identity, you can adapt new techniques and materials to suit your purposes. It creates a spirit of innovation that remains true to the core of the brand.

Tell us about your latest collections and about your signature collections?

Our recent Tatreez collection caters to intricate jewellery designs in precious stones and gold. Inspired by traditional Palestinian embroidery, this collection features intricate gold silhouettes with a variety of fun, colourful precious stones which are perfect for young ladies. Tatreez is an art form that tells stories and this collection has been created as a tribute to the powerful and resilient women who pour hours of labor into creating meticulous handiwork for their families. My signature collection is the Arabesque collection, inspired by Islamic architectural designs and motifs.

How do you plan to expand your brand?

Today, all roads lead to social media. It is an instrumental tool to reach new customers of all ages, all over the world. Pearls are also becoming more accessible to younger generations, especially when incorporated with other materials. I want younger women to see themselves in these designs and to carry on the timeless tradition of wearing pearls. We are moving the business increasingly online to facilitate this growth.

Tell us about your retail experiences. What is your placement strategy for collections and designs in your retail stores?

My retail experience has evolved significantly over the years. I went from selling my designs from my home, to having a shop in a concept design store. As things continue to shift online, we are moving our business to an online-led platform and we are looking forward to the access and opportunity this shift will create.

What’s next for Juman Pearls? What is on the future agenda?

I see myself expanding Juman Pearls from a local presence to a regional and international business. My wearable jewellery designs narrate a story grounded in Middle East culture and heritage. I hope to continuously satisfy customers by creating what their heart desires.

By Bushra Satkhed

Retail Jeweller World Exclusive