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“My Middle Eastern clients aren’t afraid of pieces that others might consider bold or daring” – Jacquie Aiche

In conversation with the Egyptian-American jewellery designer
Jacquie Aiche is one of the Hollywood cool girls' go-to jewellery designer. Here, she tells us how she got into the business and how the Middle East buys into the brand...

When the likes of Gigi Hadid, Emily Ratajkowski, Blake Lively and Rosie Huntington-Whiteley constantly choose to wear your pieces, you know you’re onto a good thing. And that’s exactly the case with Egyptian-American jewellery designer Jacquie Aiche. Having started her business over a decade ago, Aiche has cemented herself as a go-to for beautiful, delicate, impactful pieces that are made for the girl on the move. Here, she chats with Buro 24/7 Middle East about her journey…

When did you know you wanted to become a jewellery designer?

I was working in a boutique and found it hard to find jewellery that I connected with. Traditional, classical jewellery is amazing, but it’s just not me. I wanted to create adornments that were sensual and feminine. Pieces that would make women feel like the goddesses that we are. So, I started designing my own jewellery and selling anonymously. When I saw the way women responded, I knew this is what I was meant to do.

What’s your earliest memory of jewellery?

I’ve always been attracted to gemstones and minerals. As a little girl growing up in the Hollywood Hills, I would spend hours collecting rocks and making them into jewellery pieces for my family, and the love just grew from there.

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How does your heritage influence your design process?

I’ve always been inspired by my Middle Eastern heritage. The bold colour choices, hammered gold, and goddess imagery of the culture will forever influence my designs. They’re beautiful themes to play with…but it’s so much more than that. I feel a very special connection to it all. It is such a special part of me.

Jewellery is such an important part of the culture in the Middle East — was this your experience growing up also?

I have always been fascinated with the healing power of stones, as a child I used to paint and gift stones to friends and family. 

Your work incorporates a lot of precious stones — why did you choose to work with stones like these? Do you have a favourite?

My crystal cravings are always changing. Right now, I’m loving opals and turquoise. The reflective, galactic vibe of opals and the dreamy blues of turquoise make them the perfect stones to wear under the sun. It’s like being adorned with the beauty of the ocean.

My Middle Eastern clients aren’t afraid of pieces that others might consider bold or daring. They’re very attracted to luxury and beauty, and they’re not afraid of colour. I feel very in sync with their energy. 

You’ve been worn by some of the coolest women in Hollywood — how do they come across your designs? Do you have a relationship with them/their stylists and/or has it happened organically across the years?

I love my muses. Seeing so many powerful, strong women wear my designs is one of the best experiences in the world. I feel so lucky. Celebrity stylists often reach out to us and the brand has grown very organically over the years.

When you’re designing is there a particular woman you have in mind or is more of an ethos/spirit?

She is feminine, sexy, unabashed and barefoot. A risk taker, a trouble maker, a mover and a shaker. The JA tribe is full of women who adore to be adorned. Lovers of good vibes, the energy of minerals, and layers of diamonds, of course.

What’s your Middle Eastern clientele like? Are there any pieces they specifically gravitate towards?

I find that women everywhere feel very connected to my pieces. My collection is very diverse, it’s important to me to have something for everyone. My Middle Eastern clients aren’t afraid of pieces that others might consider bold or daring. They’re very attracted to luxury and beauty, and they’re not afraid of colour. I feel very in sync with their energy. 

You’ve got Behati Prinsloo fronting the new campaign – tell me a little about this new collection and why Behati was the perfect fit to front it… 

Behati is the most badass chic. She’s just so cool and radiates with insane positivity and kindness. She’s the ultimate muse and I feel so lucky to have her in my tribe.

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You’re celebrating a decade of business this year — what have you learnt over the past 10 years?

These 11 years have been an incredible journey. Of course there are, and will be, bumps in the road. But I’ve learned that if you are surrounded by other strong women who support you and your journey, you can accomplish anything. My tribe is really special to me.

What can we expect in the next 10 years?

All of my best designs and memories have come from staying present, having fun and working hard with my tribe. I hope to expand that energy, and continue spreading love and empowerment in the best way I know how.

Now, see what Monica Vinader had to say about celebrating a decade in business this year