Toktam Jewellery associates with singer Nicole Scherzinger to showcase its ‘Rumi’ line

Rumi draws from the 700-year tradition of whirling dervishes whose Sufi dance features white robes rising and falling in unison, and Toktam developed Rumi motifs with four folds to echo the drapery of a whirling Sufi skirt

Dubai: Toktam Jewellery’s Rumi collection entered the spotlight recently as acclaimed singer Nicole Scherzinger showcased the line’s diamond earrings on the red carpet at the Global Citizen Gala held in London. The appearance marked the collection’s first major public reveal, giving the Dubai-based brand a clear visibility moment at an event followed by international media and style watchers. Scherzinger’s selection placed Rumi at the centre of the evening’s coverage, strengthening the collection’s launch alongside the brand’s ongoing sixth-season rollout.

The red-carpet setting became an effective backdrop for introducing Rumi, as Scherzinger’s choice of the linear diamond earrings demonstrated the collection’s emphasis on structured silhouettes and precise form. The piece’s defined geometry stood out within an environment where design clarity is closely observed by media and industry professionals. Its presence at a globally followed cultural event placed Rumi directly within formal and editorial contexts, reinforcing the collection’s positioning as a line built on controlled proportions and considered visual language.

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Drawing from the writings of the 13th-century poet, the collection uses linear structures, measured silhouettes and precise stone-setting to create pieces that can shift across high-visibility events, media presentations and daily wear. Rumi draws from the 700-year tradition of whirling dervishes whose Sufi dance features white robes rising and falling in unison, and Toktam developed Rumi motifs with four folds to echo the drapery of a whirling Sufi skirt. This direction follows the brand’s earlier collections such as Ashkal, which centred on architectural influence, and Sarab, which incorporated enamel-diamond combinations. Rumi narrows the focus to refined outlines and symbolic structure with minimal additional detailing.

For retailers and regional clients, the collection aligns with ongoing demand for clean, modern fine jewellery with controlled volume and adaptability across multiple styling environments. The approach also supports Toktam Jewellery’s strategy of producing limited-edition pieces that can meet market requirements for exclusivity and consistency in quality. With the Rumi collection now receiving international exposure through Scherzinger’s appearance, the brand continues to strengthen its retail positioning and expand its visibility while maintaining its Dubai-based production structure.

Toktam Jewellery, founded in 2011 by designer Toktam Shekarriz, operates from its combined studio and showroom in Dubai’s Gold & Diamond Park. The brand maintains end-to-end production capabilities including 3D design, model making, casting, polishing and stone-setting.

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