Simple yet fraught with tender memories of joy: Presenting Lulwa Fine Jewelry’s minimalist beauties

Lulwa AlWazzan, the founder of Lulwa Fine Jewelry in Kuwait is like a quiet and dedicated elf, working her heart away at beautiful jewellery that tugs at people’s hearts. Why? The Retail Jeweller World discovers her passion to keep the importance of life experiences above all in her designs

When did you discover your love for jewellery?

I was very young, about 16, when I realised that I love designing jewellery. I also decided then that I want to carve a career in the jewellery industry.

What inspired you to launch your brand and how did you find the journey so far?

Whenever one launches a brand, the first step we all need to take is to build it. It involves a lot of challenges, lot of ups and downs. But at the end of it all, you take away so many experiences that stay with you for a lifetime, the challenging ups and downs, and meeting lovely people.

How would you describe your collections?

My designs are a part of me. I think that is the only way I would describe them. They speak about me as a person.

What kind of designs do you think have done well in the UAE region this year, in terms of gold, diamonds, coloured gemstones, platinum or any other trend?

The first thing that I would want to say is that I am a Kuwaiti designer working in this region and abroad. I manufacture and create. But I also think that anything will do well as long as one us aware of their targets. For me, diamonds are always the best to work with.

What inspires your designs?

I get my inspirations from anywhere and everywhere, including my customers’ collaborative ideas. 

How would you describe your style?  What is your design language and how do you go about it?

I don’t think the word “style” applies to fine jewellery. It is a language that talks about the quality and more about the persona of the one wearing it 

 How do you think the jewellery industry in the Middle East has evolved with time? How has the digital boom affected your industry and what have you learnt during the pandemic?

The industry is changing dramatically since the old days. It is now easier to get access to young jewellers. The digital boom has made great strides in our industry, evolving in such a way that all needs can be found in one place. The pandemic has shifted our traditional plans and focus online. 

What has your target audience been? How do they respond and connect to your work?

I don’t have a target age group or audience as such. Anyone who responds, knows and understands the beauty of my pieces is my audience.

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

Not really.Every kind of stone catches my fancy and engrosses me. Yet, I would say it is emeralds, pearls, yellow and pink diamonds that are the closest to my heart

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

The collection I love the most is the Rowana collection, as it brings to my mind beautiful memories and good friends.  

Where do you want to see your boutique a decade from now?

Let’s keep the future to where it belongs, we will all know when the time comes. 

What are your feelings about sustainable jewellery designing?

Keeping jewellery simple ensures that it is sustainable too. It involves less wastage and lower costs. 

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

Generally speaking, I think it depends on the country and the region where the jeweller is based in. Each area has its own problems and jewellers need to navigate accordingly. We can’t generalise at this point.  

What is your advice for budding designers?

Follow your passion and be patient in reaching your goals.Nothing is easy, yet nothing is impossible. 

Courtesy: Retail Jeweller World News Service