Stepping into their showroom feels like crossing the threshold of a cosy house, where cookies are plenty and coffee is always hot. In every direction stands a testament of their attention to detail. While the silver shines vividly, rubies demand attention. Lined up next to each other, each design tells a fraction of their story. Between their lifelong friendship and their 20-year journey in the world of jewellery, Iman and Eva are true artists, who choose silver as their main medium.
For 20 years, Jaidaa Jewellery has been synonymous with articulate artistry. The brand’s wide range of silverware includes statement jewellery, contemporary must-haves, and even tableware. Iman Farouk started the journey with her partner Eva as an answer to her talent. Together, the two designers have managed to turn their casual free time into a thriving brand; meanwhile, they have also developed a growing base of loyal clients. The two founders are always keen on personally welcoming their clients. Over the years, they have even established a personal relationship with all of their clients.
In time for the brand’s anniversary, the founders could not help but look back at their early steps and contemplate how a random encounter managed to change their lives.
“I come from a family that highly appreciates nature. Accordingly, I am constantly inspired by flowers and plants. However, through my studies, I was forced to leave my passion behind and follow a more traditional direction,” Farouk said.
Despite being university friends, the two designers drifted apart post-graduation until they met again at the doorstep of their children’s school. “It was our children’s first day of school and just like that we rekindled our friendship in mere seconds and even our children became classmates,” Farouk declared, adding, “Soon enough we started to feel boredom seeping into our lives as the children grew older and started to slowly, but surely, depend on themselves. At the time, jewellery design was the only thing we could do while being able to care for our households.”
Starting with a few scattered designs here and there, the partners decided to give the brand a name that was far from theirs. Accordingly, they agreed on a distinctive Arabic name; Jaidaa. “It means a slim neck in classical Arabic. This eloquent meaning goes with the idea of a beautiful woman wearing a stunning necklace,” explained Farouk.
Together, the two designers complement each other’s aesthetic. Presenting two polar opposites is the founders’ secret formula to target a wider range of women. According to Farouk, they certainly complete each other; even their areas of specialty complement each other. “We were both naturally talented and both of our mothers were equally as talented before us. Therefore, we did not hesitate and started designing right away,” said Farouk cheerfully.
Despite what they were capable of creating due to their natural talent, they still knew that they needed to study in order to perfect their skills. After searching for educational centres, the Design Studio by Azza Fahmy came up as a suitable choice given its positive atmosphere and reputable teaching staff.
“Until this very day, every time they announce a new suitable course for us, we immediately apply for it. The teachers are quite cooperative and helpful; they even continue to help us long after we finish the courses. They are always reachable for guidance,” said Farouk.
Most recently, the two designers attended a class at the Design Studio by Azza Fahmy about the various art movements that have taken place throughout history. Inspired by the information that they learnt, they chose to focus on minimalism and art deco for their latest collection.
In time for their 20th anniversary, the brand plans to target a new segment of young clients; therefore, they utilised straight lines and minimal shapes. “Nowadays less is more, favouring simpler concepts is currently a global trend. Therefore, it was a natural choice for us to delve into the art deco school. In parallel, they were also inspired by the oriental tanoura. Accordingly, they reinterpreted its circular shape into minimal jewellery that could be worn every day.
With that said, Jaidaa also offers timeless silver tableware that equally attracts different age groups. “We currently have a collaboration with Ghada Nawara, a leading caterer. Meanwhile, we are set to attend a specialised exhibition at the Egyptian embassy in France for the third time,” announced Farouk proudly.
According to Farouk, the local market still appreciates silverware. Young housewives are just as enthusiastic about tableware as their mothers before them. “No woman would say no to upgrading her silver collection, even if by just adding a new plate,” said Farouk with a giggle.
As for their near-future plans, the best friends plan to study more as they believe that it is never too late to grow further. “I am a grandmother and I plan to go further and grow my brand more. In parallel, we plan to offer more diversity in order to address various age groups,” shared Farouk with an enthusiastic grin.