Simple and classic: Jamal Saleh’s secret sauce to Habiba’s success

Dr Jamal Saleh Ali’s sanctum sanctorum in Cairo yields him the best fruits because he believes in keeping things simple. The Retail Jeweller World delves into his design traits

Talk to us about your brand. When did you discover your love for jewellery?

My brand was founded 25 years ago. Love for jewellery is in my genes because my grandparents were jewellery experts. It ran in the family and here I am, taking the trait further.

What kind of designs do you think do well? What inspires yours?

For me, classic is the way to go. Traditions are always there for a reason. Despite all the modernity that is coming into jewellery today, I still think heritage pieces that speak of tradition are the best. As long as the jewellery is unique, yet classic, it will sell.

How would you describe your style?  What is your design language?

I don’t have a singular or particular style. For me, it is more about aligning myself to the tastes of the customer pool. So, I would describe my style as something that fits all tastes.

How do you think the jewellery industry in Egypt has evolved with time?

Egypt today is updating itself with the modern times. The designers and sellers are willing to upgrade and learn, and adapt to the modern selling and design techniques.

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

Experiments or not, I love working with gold. It is timeless and fantastic, with a sheen that is high above other metals.

Talk to us about some of your most memorable collections.  What is your personal favourite till date  

All my classic designs are very close to my heart. I have created them over time and put in a lot of effort in them. The hard work is what makes them very dear to me.

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

Even today, I find many retailers who believe in the traditional way of doing things. Mind you, I am not talking about the design factor here, but more about the way they operate. Digital is a huge boon to our industry, especially under the current circumstances. So, for me, retailers and manufacturers need to update themselves and stay above the tide.

2021 is the beginning of a new decade, what is your vision for your organization and the overall jewellery industry of the region?  

All I want to do is stay ahead of the times and ensure that my processes are up to date.

What have been the learnings from the pandemic for our jewellery industry.

Keep yourself in the thick of things and don’t be afraid to innovate and adapt to changes. It is important to design simple jewellry so that everyone can buy it. Heavy jewellery is slowly going out of fashion.

What products according to you, have done well in the region this year in terms of Gold / Diamonds / colour gemstones / platinum / anything else and if there are any specific trends. 

Lightweight and simple products, in any metal or gemstone has done well. This is going to be the trend in the future too — multifunctional jewellery in unique designs.

How do you see the post pandemic and current scenario in retail?

All I would say to this is that any new beginning is good. This will be the same.

How has digital media and technology helped in the jewellery business and what would you like to see more?

Digital media has helped people see what is selling. It has opened our eyes to the fact that some designs, however close they are to us, will not work and it is okay to do away with them. It helped retailers look at jewellery from their homes instead of feeling the real thing or having to go anywhere. This was a great learning curve.

What is your advice for retailers to do well in the post-pandemic era?

I would say, start over and work hard. Things will fall into place.

Courtesy: Retail Jeweller World News