This Dubai-based jewellery label champions local communities in need

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This Dubai-based jewellery label champions local communities in need

Chic jewellery that also gives back to the community? Let us introduce you to the Dubai-based label uSfuur.

Translating to "bird" in Arabic, the message of freedom and hope isn't just sealed in the brand's dainty gold pieces. Founder Yara Tlass champions sustainable design while also supporting local communities through art therapy and education workshops.

Cherished across the Middle East, uSfuur pieces are stocked at Harvey Nichols Kuwait, Oderose Dubai, Rem Beirut, Massara Amman, and  Lamb and Lu Jeddah, but the brand has also been getting attention worldwide, and recently hosted a pop-up store in Switzerland and became available in London.

Here Tlass chats to Grazia about her mission, values and upcoming spring collection. 

 

How did uSfuur come about? 

We launched four years ago, in 2016. Moving to Dubai and being exposed to a wide realm of arts and design, I felt compelled to create a piece of jewelry, that would send a message of hope and peace - a symbolic design that would counter-attack the region’s distress and socio-political climate and shine a light on the hopeful stories coming out of the region.

uSfuur means "bird" in Arabic. What does the bird symbolise and what does it mean to you?

Yes, that's right. It represents a peace bird - a sense of freedom and peace, a messenger of hope and joy. There is beauty in the little things, and we tend to forget that in today’s digital world. uSfuur is a reminder of that. To enjoy the simple things in life and what truly connects us beyond geographies and borders.

There is beauty in the little things, and we tend to forget that in today’s digital world. uSfuur is a reminder of that. To enjoy the simple things in life and what truly connects us beyond geographies and borders.

What inspires you when designing your pieces?

I'm inspired by the arts and humanities, architecture and design. I find inspiration everywhere. Lately I’ve been exploring materials and coloured gemstones, and their healing effect and energy on the wearer. I love for a piece to be intricate and aesthetically pleasing, yet comfortable and elegant.

 

What do you hope to achieve with your collections? Do you have a personal favourite?

I hope for my pieces to be conversation starters, to pave the way for constructive dialogue, to empower and inspire women to be their best selves. My first collection with the classic uSfuur signature necklace has to be my favorite - it’s the first piece we ever created, it has enabled us to connect with incredible people across the world and gave us a platform to share our story.

Who is the uSfuur woman?

My woman appreciates authentic design and loves a unique statement piece. She supports local communities, and the arts and culture, and cares about making the world a better place.

Tell us about your upcoming spring collection.

We're working on a special new collection in collaboration with Zurich-based designer Omar Hallawi, inspired by our home country, Syria. We want to give homage to our culture and heritage through design and jewellery. Can’t reveal much yet as it’s due to launch in spring but keep an eye out. 

 

Photos: Instagram