Emirati designer Fatma Al Bannai is a creative at heart. A writer, Fatma launched Baguette Design to tie in her love of storytelling with the elegance of fine jewellery.
In this exclusive Q&A, she shares an insight into her creative vision that continues to shape Baguette Design.
I’ve always loved jewellery and its sentimentality – how each piece of jewellery in a woman’s collection has a story that’s very specific to her. Each piece of jewellery tells a different story for its owner, which is uniquely theirs. I tend to find that jewellery is the element that helps me relive memories or certain milestones. I am also a writer at heart, and because I feel so strongly about stories being linked to jewellery, I decided to combine the two aspects that I am passionate about to create Baguette Design.
I chose the baguette cut because it reflects a part of who I am. Growing up, I often found myself on the sidelines; not always at the centre of attention, but present in a meaningful way. Over time, I came to appreciate that quiet presence, and I’ve worked to honour it while also carving a space for myself that stands out. The baguette cut often plays a supporting role in jewellery, enhancing and elevating the design around it, yet it holds a quiet strength and elegance on its own. To me, it symbolises subtle power, understated confidence, and the beauty of complementing rather than competing.
I have always been drawn to fantasy and fictional worlds, especially to the way characters express their emotions, motivations and stories through what they wear. That fascination naturally influences how I design jewellery. Each collection begins with a fictional narrative that gives the pieces life and meaning. These stories are often interconnected, building a larger world across different collections. When designing, I imagine the character who would wear each piece. I ask myself who she is, what kind of world she belongs to and how this jewellery fits into her story. This process of character and world-building completes the design, and in turn, the design brings the story to life.
Creating pieces that seamlessly complement a woman’s everyday wardrobe is at the heart of what I do. I strive to achieve this by upholding the highest standards in craftsmanship, from the quality of our handmade work to the careful selection of stones and metals. Jewellery is something that should be worn and enjoyed, but also needs to be made so it will last generations, continuing the story that it started with as it gets passed on from one person to another.
When I began developing the brand, I spent a lot of time thinking about my long-term vision and its identity. I wanted to choose a colour that felt feminine, distinctive and not commonly used in the jewellery space. That led me to the colour purple, which naturally brought me to amethyst. Beyond its aesthetic appeal, amethyst holds deep personal meaning for me. It is my mother’s birthstone, and my bond with her is one of the most important parts of my life. Before launching Baguette, she and I would often design pieces just for ourselves. Those moments were incredibly special, and choosing amethyst as the brand’s signature was a way to honour that connection. It serves as a subtle but meaningful symbol woven into every piece.
When I first started Baguette Design, one of my main goals was to leave my mark on traditional Emirati jewellery. I have always been fascinated by different aspects of our culture and its jewellery heritage, and I’m constantly thinking about ways to weave those elements into my collections. I’ve explored this in two different ways so far. The first was through a single piece, the Silhouette Pendant, which reinterprets traditional design with a personal touch. The second, and more successful, attempt is the Heritage Collection. This collection pays tribute to the “Bu Shoush,” a signature element in Emirati jewellery, by modernising the design while preserving its essence.
There have been, and still are, many challenges. I started this brand without a background in design or business, so I had to learn the technical aspects of both along the way. I’ve also been running the business on my own, which can be very overwhelming at times. Balancing family life and entrepreneurship is not easy, but I’m incredibly grateful for my family’s constant support. I come from a family that has always been driven, and because storytelling and jewellery are two of my greatest passions, I’ve been driven to work harder than I thought I could.
Creatively, I hope to continue designing pieces that speak to women on a personal level; designs that carry meaning, emotion and a sense of connection. I want my pieces to tell stories that resonate. As a brand, I aspire to grow and expand, reaching new markets and audiences. I truly believe that Emirati jewellery designers have the potential to make a significant impact on the global jewellery and luxury space. I hope to contribute to that narrative and show that Emirati women can reach international recognition and success.
