JoyJewels: Minimalistic with a colorful twist

AMMAN (JNews) — Her love for art and sparkle motivated graphic and web designer Farah Saheb to create her own jewelry line, JoyJewels.



 (Photo: Handout from JoyJewels)

With its minimalistic designs and fashionable pieces, JoyJewels, launched in 2018, targets women who are interested in art and classic attire.



 (Photo: Handout from JoyJewels)

“In 2017, I designed a piece and engraved the names of my family members on it, and then I suggested to my husband that I start making jewelry and selling it online,” Saheb said in an interview with Jordan News. “We started with a small number of pieces, and the feedback was great.”
 
Saheb and her husband, Ahmad Barakat, opened their first booth in Swefieh Village in 2019 and their second booth in City Mall in 2020.


 (Photo: Handout from JoyJewels)

“All of the pieces are handcrafted using 18-karat gold by master craftsmen to ensure excellent quality and a flawless finish. We use precious and semi-precious stones, as well as cultivated pearls, to create jewelry that is both inexpensive and stylish,” said Saheb.

The designer told Jordan News that her customers like to mix and match her products, choosing pieces from different collections to wear together.


 JoyJewels booth in City Mall (Photo: Huda Dabeet/JNews)

Saheb added that she is typically inspired by fashion trends and draws from Pinterest and similar websites during her creative process. Her pieces, which are “colorful yet minimalistic,” reflect her “personal style and identity” as well as her passion for art and jewelry-making.


JoyJewels booth in City Mall (Photo: Huda Dabeet/JNews)

“It would be nice to have the shop, the office, and our workshop in the same location,” said Saheb. “There is traffic on our website from Saudi Arabia, Dubai, and the United States. One of my dreams is to have a shop outside Jordan.”

It's worth mentioning that Joy Jewels is one of the many designers that are supported by Zain Jordan through “Dezain space” which was launched in 2018 to support the continual growth of the designing sector across the kingdom, and to shed light on Jordanian creative designs, in addition to providing the opportunity for the Jordanian designers to reach the markets, connecting them with other designers to collaborate with each other, mentoring them and empower them to expand their business and grow.



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