Jewelry Brands to Follow Right Now: The Ultimate Edit

Jewelry is no longer just an accessory—it’s a story, an heirloom, a personal statement. In 2025, the most exciting jewelry brands are blending heritage with modern craftsmanship, redefining sustainability, and pushing the boundaries of design.

From architectural pieces inspired by Emirati history to interchangeable jewelry that transforms with your mood, these labels are leading the charge in the world of fine jewelry. Whether you're drawn to bold geometric forms, celestial-inspired designs, or vintage-meets-modern aesthetics, these are the JDEED selection of brands to watch right now.

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Aliel Jewellery: Italian Artistry Meets Timeless Elegance

Aliel isn’t just about jewelry—it’s about craftsmanship that stands the test of time. Founded with a vision to turn rare and extraordinary diamonds into wearable masterpieces, Aliel merges heritage with innovation.

What makes Aliel unique? Its roots in Valenza, Italy—the heart of fine jewelry craftsmanship. Here, a lineage of artisans, led by head designer Mirco Borosso, uses techniques perfected over centuries to craft jewelry that is both avant-garde and deeply timeless.

Expect pieces that exude sophistication, with a meticulous attention to detail and a focus on sourcing the world’s finest stones. With manufacturing hubs spanning Italy, Hong Kong, and Bangkok, Aliel is bringing uncompromising craftsmanship to a global audience.

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Baguette Design: Where Jewelry Tells a Story

For those who believe jewelry should hold personal and cultural meaning, Baguette Design is a revelation. Founded by Emirati designer Fatma Al Bannai, the brand infuses heritage, storytelling, and craftsmanship into every design.

Inspired by the timeless appeal of the baguette diamond cut, Baguette Design creates feminine, elegant, and deeply personal pieces. The brand’s Heritage Collection reinterprets the classic Emirati “Bu Shoush” design, blending traditional enamelwork with modern diamond settings. With over 40 enamel colors to choose from, wearers can customize their pieces, making each one a reflection of their own story and style.

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By Hamda Qubaisi: The Art of Emirati Storytelling Through Fine Jewelry

If architecture, history, and craftsmanship speak to you, By Hamda Qubaisi is a brand you need to know.

Founded by Hamda Qubaisi, this fine jewelry house reinterprets vintage heirlooms with a contemporary twist. Inspired by her mother’s jewelry collection and the intricate arch windows of Arabian forts, Hamda designs pieces that are a fusion of tradition and modernity.

Two standout collections define her brand:

• Un Arc Collection – Inspired by Qasr Al Hosn, Abu Dhabi’s oldest stone building, this collection reimagines the grand archways found in historic forts, celebrating the grace and resilience of Emirati women.
• Twine Collection – A celebration of fluidity, movement, and the natural curves of the human form. Featuring gracefully wrapped diamonds, this collection embodies self-expression and elegance.

Every piece is meticulously sketched by hand before being brought to life, ensuring an impeccable balance of storytelling and craftsmanship.

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Samra’s Thaman Turath Collection: The Geometry of Elegance

If bold lines and architectural precision define your style, Samra’s Thaman Turath Collection will resonate deeply.

Rooted in the Arabic word "Thaman" (value), this collection translates cultural heritage into striking geometric designs. Crafted from rose gold, mother-of-pearl, and diamonds, each piece is a sculptural statement, merging tradition with contemporary sophistication.

What sets Thaman Turath apart?

• Bold geometric forms that transcend trends
• A seamless blend of old-world charm and modern minimalism
• A debut collection showcased at the Doha Jewellery and Watches Exhibition (DJWE), proving its status as a brand to watch

For those who love jewelry with depth, structure, and meaning, Samra is defining the new era of fine jewelry.

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Zei Jewels: A Celestial & Oceanic Dream

For those who live between the stars and the sea, Zei Jewels brings both worlds to life in fine jewelry form.

Founded in 2024 by Dounia Lahlou, this Dubai-based brand celebrates the wonders of the natural world with two debut collections:

• Celestial Collection – Inspired by the cosmos, constellations, and the quiet beauty of the night sky.
• Under the Sea Collection – A tribute to the vibrant depths of the ocean, translating marine life into shimmering, fluid designs.

But what makes Zei Jewels truly groundbreaking? Interchangeable backplates.

Each piece comes with 12 interchangeable colored backplates, allowing wearers to transform their jewelry into 13 different looks. This innovation means your favorite piece can adapt to any outfit, occasion, or mood.

With an emphasis on personalization and storytelling, Zei Jewels is perfect for those who believe that jewelry should be as dynamic as the person wearing it.

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