Ailes Founders Hind and Fatma Ismail Janahi discuss building a contemporary fine jewellery Brand.

Founded in Dubai in 2021 by Emirati sisters Hind and Fatma Ismail Janahi, Ailes has emerged as one of the region’s contemporary jewellery brands to know. Rooted in a shared fascination with craftsmanship and wearable design, the fine jewellery house has developed a distinct visual language shaped by fluid forms, sculptural lines and pieces designed to move effortlessly with the wearer.

From its signature Wave designs to collectable charms inspired by everyday rituals, Ailes approaches jewellery in a deeply personal way, but with a modern twist. Here, the sisters reflect on building the brand together, designing jewellery for modern women and why wearable luxury remains at the heart of Ailes.

What originally inspired you to launch Ailes, and how did your shared creative vision begin to take shape as a jewellery brand?

We used to design jewellery for fun. We were always sketching pieces and exchanging ideas, without ever thinking it would turn into a business. Our mother was the one who encouraged us to take it seriously and start a brand. Once we began, it all happened very naturally. We wanted to create jewellery that felt timeless yet easy to wear every day.

What does luxury mean to you in the context of your jewellery?

To us, luxury is about creating something distinctive and beautifully made. We’ve always approached jewellery as wearable art. Each piece is designed to feel bold and expressive, while still being something you want to wear every day.

How important is it for Ailes jewellery to feel lived in?

That is extremely important to us. We want our pieces to feel comfortable and natural to wear, even when they are bold in design. We love hearing that our pieces have become part of our clients’ everyday lives.

As sisters and co-founders, how do your individual perspectives and strengths complement one another creatively and professionally?

We have a very similar aesthetic, but we each bring different strengths to the brand. One of us tends to focus more on the creative details, while the other is more involved in strategy and the bigger picture. Being sisters means we are very honest with each other, and that trust is one of our greatest strengths.

How would you describe the woman you design for today?

She’s confident, understated, and naturally cool. She has a strong sense of personal style and is drawn to pieces that feel thoughtful and well-made. She appreciates quality and craftsmanship and chooses jewellery that feels like an extension of her personality.

The brand has already been worn by global names, including Rihanna and Anok Yai. What has that international recognition meant for you at this stage of the journey?

It still feels surreal. We started by designing jewellery together for fun, so seeing so many women we’ve admired over the years wear our pieces has been incredibly rewarding.

Do you think there is a growing global appetite for contemporary jewellery brands emerging from the Middle East?

Absolutely. The Middle East has always had a deep appreciation for jewellery, craftsmanship, and luxury, and designers from the region are increasingly gaining global recognition. It is exciting to see more brands from the Middle East being embraced internationally, and we are proud to be part of that movement.

What role does craftsmanship play within the brand, and how closely involved are you in the production process?

Craftsmanship is at the heart of everything we do. We are involved in every step, from the initial sketch to the final prototype. We pay close attention to proportions, comfort, and finishing because the smallest details can make all the difference.

What do you hope people feel when they wear Ailes pieces?

We hope they feel confident and effortlessly put together. Jewellery can completely change how you feel. Sometimes putting on the right piece is all it takes to feel a little more polished and a little more like yourself.

As Emirati women building a luxury brand, what opportunities and challenges have shaped your experience so far?

Being Emirati women is something we are very proud of, and it is a real privilege to be entrepreneurs in the UAE, where there is so much support for creativity and innovation. Like any growing business, there have been challenges along the way, but they have all been part of the learning process. More than anything, it is a source of pride to build Ailes from Dubai and see it gain international recognition.

How would you like to see Ailes evolve over the next few years?

We’d love to see Ailes become a globally recognised jewellery brand and continue building on the design language that has shaped the brand from the beginning. We’re constantly creating new pieces, and there is still so much we want to explore. In many ways, we feel like we’re just getting started.