SHATHA LONDON was founded in 2011, with the aim of creating avant-garde pieces that were at the cutting edge of jewellery design. High quality, expert digital technology, and organic materials combine to create truly mesmerising pieces.
We talk to designer Dr Shaza A. Sabbagh who works tirelessly behind the scenes to provide jewellery lovers with luxury and quality. The world of jewellery designing is incredibly fast-paced, but SHATHA LONDON is always ahead of the trends. Join us as we take an exclusive glimpse into the busy life of a successful handmade jewellery designer, and learn a thing or two about the digital future of jewellery along the way...
How did your brand begin?
I started experimenting with jewellery-making, and started to design my own bespoke pieces.
When did you first fall in love with jewellery and knew you wanted to become a designer?
I’ve been in love with jewellery ever since I was a child. I even used to make jewellery for my dolls and toys.
Values are really important to us at JewelStreet. What are your core brand values?
I wholeheartedly believe in using ethical materials and adhering to ethical manufacturing standards.
How is your jewellery made?
I like to take full advantage of digital technology. The general process includes 3D design, 3D printing, casting, hand stone setting and then hand finishing.
How do you source your materials and gemstones?
I source everything from London, from the Cookson Gold and London Diamond Bourse.
Tell us about some of your most inspiring clients, or bespoke commissions.
I created a special pair of earrings for a private client. They were inspired by her loud and funny personality. I love to make bespoke pieces, and I enjoy seeing people wearing my designs.
Are there any celebrities you would love to see wearing your designs?
I have made jewellery for a number of middle eastern princesses in the past. It was an honour.
How do you want someone to feel when they wear your jewellery?
I want people to feel empowered, special and unique. I want my jewellery to make people feel confidence and proud.
If you could only wear one piece from your collection, what would it be and why?
I would choose to wear my earring designs. When people talk to me, they tend to look at my face and then see the earrings at all times. Earrings are a piece of jewellery that are always visible, and they are loved by all.
If you hadn't become a designer, what would you be doing?
If I hadn’t chosen to pursue my jewellery brand, I would’ve been an artist.
Do you work with any charities?
I have not yet worked with any charities, but in the future I would love to work with charities that assist disabled children.
Do you have any exciting future plans and where do you see your brand in 5 years?
I am looking to write a book about jewellery and digital technology, which are my two passions. I see my brand as one of the leading creative and niche brands currently available.
What's the best piece of advice you've been given?
The best piece of advice that I’ve ever been given is to be true to yourself.