Lina Muhtadi Jewellery creates stories, weaves ethos through unique designs

Lina Muhtadi finds great joy in creating and doing things by hand, and has carved her career from a time when professional opportunities for women were limited

When did you discover your love for jewellery?

I vividly remember how I felt when I received my first jewellery set as a graduation gift — a freshwater pearl necklace and pair of earrings. This forever imprinted the magic of jewelry on me. As for designing, I was lucky enough to follow in my mother’s footsteps. I grew up watching her finding great joy in creating and doing things by hand. When I got married and moved to Saudi Arabia, the professional opportunities for women were very limited, so I decided to market what my mom was creating. Soon, I fell in love with designing and I started creating my own designs.

How would you describe your collections? 

Each collection begins with a specific inspiration, or story that resonates with me and is often a very intuitive. I’ll notice an arch of an ancient door, or a unique shape of a Keshi pearl might spark a memory — then I’ll design a whole collection following and feeling the story. Ultimately however, with every collection, I aim to create timelessly elegant jewellery that brings a sense of artistry and joy to the wearer’s life.

What kind of designs do you think do well? 

From my experience, designs that have a story or a sense of identity do very well. The market is saturated with so many designs, and people will be attracted to the ones that resonate with them genuinely.

What inspires your designs?

I’m inspired by so much of my surroundings — architecture, textiles, nature, memories, and frequently the pearls and gems themselves. They are so majestic and take on so many different forms and colours that alone can be enough to take me to the drawing board.

How would you describe your style?

Timeless, uniquely elegant and wearable jewellery for all occasions.

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

I see a very clear shift to more wearable jewellery. The elaborate and extravagant sets of the past are only worn on special occasions, so more practical jewelry is in demand. Another shift has been in women buying jewellery for themselves. More women are working and are financially independent, so they buy what brings them joy.

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

I have an affinity towards yellow gold and pearls. I particularly like the brushed or matte finish and tend to use it in my designs. I also appreciate the uniqueness of some gems and am attracted to organic shapes. Some phenomenal gems like opals are a pleasure to work with.

Talk to us about some of your most memorable collections. 

One of my first successful collections was incorporating calligraphy with pearls. I worked with well-known calligraphers and used specific words with positive universal meanings, that also reflected my personal values. Another memorable collection was based on Islamic and Arabesque designs, which excited many. I have a nature-based collection, which focused on the natural and irregular shapes of keshi pearls. This was very popular with customers who value uniqueness because each item is one of a kind.

I am currently working on a collection inspired by embroidery. I have not launched it yet, but I’m very excited to see the response.

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

Sustainable practices are a must at this stage, not only because it is the right thing to do, but because customers are increasingly demanding it, which is a very hopeful sign. I work mainly with pearls and they are eco-friendly gems, as well as a renewable resource. One mollusk can produce multiple gems at a time, and it can be grafted more than once. I also try to source my raw materials from suppliers who follow the guidelines of sustainability. A pearl farmer who cares about the long-term health of his farming operation must use environmentallyresponsible farming practices to produce high-quality pearls. Furthermore, it is our responsibility as jewellers to ensure that workers at all stages of the production are treated fairly and well.

Where do you think retailers and manufacturers need to improve when it comes to the local jewelry industry?

There has been a reliance on foreign workers and designers. I strongly believe that local designers and individuals, if given the right training and opportunities, can truly transform the industry, fulfill the local needs, and compete on an international level.

What is your advice to budding designers?

My advice for them is, from the very beginning of their career, they should think about what differentiates them from the sea of other brands. Once that is clear, they should think very well about who their audience is and to try to create designs for those very clearly defined customers.

My own advice, which I learnt a while ago: if you are selling to everyone, then you are selling to no one. Create collections with a genuine story that speaks to your target audience, and that value will be your most irreplaceable asset.

Courtesy: Retail Jeweller World News