Samra Jewellery partners with The Kape for bespoke pouches marking Emirati Women’s Day

The partnership introduces bespoke jewellery pouches crafted with embroidery and artisanal detailing reflecting the role of women entrepreneurs in shaping the UAE’s evolving design and retail landscape 

Dubai: Samra Jewellery has collaborated with The Kape, a Dubai-based fashion house, to mark Emirati Women’s Day 2025. The partnership highlights the growing intersection of jewellery and fashion design in the region and continues Samra’s tradition of working with Emirati talents to mark the occasion. 

Founded in 2012 by Emirati designer Hanadi Alhawi, The Kape is widely recognised for its contemporary approach to the abaya, introducing prints, textures, and artistic techniques that expand the possibilities of the traditional garment. This collaboration extends The Kape’s design language into a new category, with the creation of bespoke jewellery pouches that merge fashion detailing with jewellery functionality. 

The pouches are produced using embroidery, fabric manipulation, and artisanal craftsmanship, representing a crossover between jewellery packaging and fashion accessories. According to the companies, this initiative reflects a shared emphasis on heritage and creativity while showcasing the growing role of women-led businesses in shaping the UAE’s design sector. 

The collaboration was unveiled as part of Samra’s ongoing efforts to commemorate Emirati Women’s Day, an annual event that recognises the contributions of women to the nation’s progress. Each year, Samra partners with female Emirati entrepreneurs and creatives to mark the day, creating limited projects that highlight local innovation. 

The companies described the design inspiration as rooted in the symbolism of the palm tree, a motif with deep cultural relevance across the Gulf. The palm’s trunk represents stability and heritage, its fronds signify shelter and continuity, and its fruit reflects prosperity. This visual language was interpreted through the textures, stitching, and form of the pouches, which were conceived as both functional carriers and symbolic objects. 

By aligning with The Kape, Samra adds another layer to its annual commemorations. The collaboration signals how jewellery retail in the region is moving beyond conventional product lines to embrace cross-disciplinary partnerships. For The Kape, the project opens new ground by applying its design vocabulary outside of apparel and onto objects tied directly to jewellery culture. 

Industry observers note that such collaborations provide opportunities for jewellery brands to highlight cultural identity while broadening the ways jewellery is experienced and stored. For Emirati designers, it underscores the role of creative businesses in preserving heritage while developing new expressions relevant to contemporary life. 

About the brand:  

Based in Dubai, Samra Jewellery operates 4 stores across the UAE. The brand is known for its fine diamond jewellery, bridal collections, and high-jewellery creations that combine traditional craftsmanship with modern design. 

Retail Jeweller ME News