At Buro247 Middle East, we are committed to showcasing and celebrating the extraordinary talent in the Arab world. With our column, #BuroSpotlights, we bring you stories of pioneering artists, innovative designers, tech trailblazers, cinematic visionaries, sports stars, and more.
This week, #BuroSpotlights Syrian designer Yara Tlass, Founder of uSfuur.
At uSfuur, Yara Tlass isn’t just designing jewelry; she’s crafting stories of hope, peace, and freedom—one delicate bird at a time. As the mastermind behind uSfuur, a fine jewelry brand that blends aesthetics with symbolism, Tlass has built a label that stands for far more than just beautiful adornments. Each piece from uSfuur—Arabic for “bird”—bears the weight of a powerful message. The birds represent freedom, resilience, and the ability to transcend borders, an ethos rooted deeply in Tlass’ own life story.
Born and raised in Damascus, Tlass moved to Dubai in 2012 as the civil war in Syria escalated, a move that would forever change her life. With an MBA in hand, she sought to fuse her business acumen with a greater purpose. Jewelry, she realized, could be more than decoration—it could be a tool for social impact. And so, in 2015, uSfuur was born.
For Tlass, her jewelry isn’t just meant to be worn—it’s meant to inspire and make a difference. With a commitment to giving back, a percentage of the brand’s profits go directly to support displaced Syrian communities through initiatives like Watanili, the charity Tlass co-founded. From the beginning, uSfuur has been a celebration of both craftsmanship and activism. The signature bird motif—gracing rings, necklaces, bracelets, and earrings in 18-karat gold and sterling silver—serves as a constant reminder of the brand’s mission.
Since its launch almost a decade ago, uSfuur has expanded across the Middle East, finding its place in pop-ups and high-end boutiques across the region. Despite the challenges of carving out a niche in a market brimming with creativity, Tlass’s dedication to her brand’s mission has made uSfuur stand out. With uSfuur, she has proven that fine jewelry can do more than dazzle—it can inspire real change.
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