In a world where heritage and innovation often find themselves at odds, Sherin Abu Taleb has seamlessly blended the two to create something extraordinary.

As the founder of Hafeez Jewellery, Sherin has brought a fresh perspective to the fine jewellery market, emphasizing cultural authenticity, ethical craftsmanship, and a deep respect for the traditions that inspire her work. Born to Calabrian and Jordanian parents and influenced by her partner’s French-Pakistani heritage, Sherin’s designs are a vibrant celebration of interwoven histories and artistic legacies. In this interview, Sherin shares the story behind her brand, the challenges she’s overcome, and the mission that drives her to create jewellery that transcends borders.

Nicolle: What inspired you to start Hafeez Jewellery, and how does your personal background influence your designs?

Sherin: The path to founding Hafeez Jewellery was both unexpected and deeply personal. After three years as a fine jewellery store manager, I felt creatively stifled, and during lockdown, what began as sketching designs awakened a deeper purpose. Being born to Calabrian and Jordanian parents, I've always been fascinated by these regions' rich goldsmithing traditions where Romans, Greeks, Arabs, and Byzantines all left their artistic legacy.

I saw a troubling gap in the European fine jewellery market, where cultural designs, particularly South Asian and Middle Eastern, were being used without true understanding or respect for their origins. Hafeez Jewellery to me is not only about creating beautiful pieces but also about preserving heritage and ensuring authentic cultural representation in an industry that sorely needs it. Each piece I design serves as a bridge between traditional craftsmanship and modern sensibilities, honouring both my roots and the diverse world we live in.

Nicolle: Can you tell us more about the significance of the ancient trade routes and how they inspire the themes of your collections?

Sherin: Ancient trade routes were more than just paths for commerce, they were lifelines of cultural exchange, weaving together languages, art, and human stories. In today's seemingly hyperconnected world, I find it ironic that we're often more divided than ever. This is where Hafeez finds its purpose: creating jewellery that serves as a bridge between past and present, between cultures and hearts. Each piece tells a story that transcends borders, whether it's the universally revered symbolism of the pomegranate, cherished from Greece to Iran, or the flowing lines of Islamic architecture that connect Spain to India.

When I share these stories with clients, I often witness a beautiful transformation: their eyes light up as they discover how interconnected our histories truly are. It's this moment of wonder, this spark of recognition, that drives our mission. But we're also mindful of history's darker chapters. Rather than merely borrowing from different cultures, we actively work to empower and financially support the communities whose heritage has historically been exploited. I design thinking of how each jewel could be a conversation, a celebration, and most importantly, a reminder of the Global South's profound contribution to human artistry.

Nicolle: How do you ensure that the 18k gold and natural precious gemstones used in your jewellery are responsibly and ethically sourced?

Sherin: Ethics and respect are the foundation of everything we do and create at Hafeez. I exclusively partner with Responsible Jewellery Council members, whom I audit yearly to ensure that their sourcing and practices align with our values, especially when it comes to environmental and social impact.

By requiring my suppliers to provide supply chain information, I ensure that both their gemstone and gold mining operations minimize environmental impact and adhere to our ethical standards of social responsibility, including the prevention of child labour, armed conflict, and unfair wages. For diamonds, I work with European suppliers who strictly adhere to the Kimberley Process, guaranteeing they don't fund wars or any other illicit activity. By following these rigorous standards, I ensure that every piece I create embodies not only beauty but also our unwavering commitment to ethical and sustainable luxury.

Nicolle: What has been the most rewarding part of your journey as a young female founder in the jewellery industry?

Sherin: Building Hafeez from the ground up, without formal jewellery education or industry connections within my family, has been an extraordinary journey of growth and discovery. My proudest achievement is seeing the brand come to life but more importantly, it's overcoming my internal barriers. Learning to let go of perfectionism, embracing calculated risks, and pushing past the fear of judgment has transformed me both as an entrepreneur and as a person. Each challenge has become a stepping stone to something greater and I can’t wait to see what the future holds for me and Hafeez!

Nicolle: How do you incorporate elements from both your Italian-Jordanian heritage and your partner’s French-Pakistani background into your designs?

Sherin: I’m extremely fascinated by ancient history and the art of cultural discovery so I constantly research and draw on my Italian and Jordanian heritage and my partner’s French-Pakistani background to create designs that celebrate our cultural richness. I’m a curious person, always exploring through travel, museums, reading, and connecting with people from diverse backgrounds who are always a source of inspiration to me.

You’d be surprised how often I find connections with seemingly different cultures! I try to honour the artistry our ancestors left us by finding these cultural points of contact and translating them into colourful, joyful, and meaningful jewellery. My designs blend the Italian eye for aesthetics, the refinement of French luxury, the geometric precision of Islamic art, and the colourful goldsmithing heritage of South Asia, all kept together by the power of connecting stories. Each piece becomes a celebration of beauty and unity, bringing the best of both worlds to life respectfully and vibrantly.

Nicolle: What role do cultural interconnection and heritage preservation play in your brand’s mission, and why is it important to you?

Sherin: My commitment to both is at the heartbeat of everything I create and is much more than simple buzzwords. Each piece tells a story of cross-cultural dialogue, celebrating the beautiful ways our histories intertwine and influence each other. I’m designing jewellery representing a movement and forging tangible connections between past and present, between traditions and innovation. In a world racing towards mass production, I've chosen a different path.

Our limited editions and made-to-order pieces support traditional 'slow' jewellery-making carrying stories that risk being lost to time. Every piece is crafted with intention, valuing artisanship over trends, and honouring the hands that keep these ancient skills alive. Jewellery has always carried emotional significance in every culture, and I am building on this foundation by creating pieces that become part of family stories, carrying cultural pride and memories through generations.

But our mission goes beyond preservation. By devoting 5% of our proceeds to causes supporting minority and disadvantaged communities, we're weaving social impact into the very fabric of our business, so when someone wears Hafeez jewellery, they're wearing a beautiful piece that is a bridge between cultures, a celebration of shared heritage, and a commitment to preserving artistic traditions while helping someone in need. In a world that often focuses on differences and indifference, we choose to highlight the golden threads that connect us all. This isn't just business for us – it's about creating lasting beauty with purpose, pieces that will tell their stories and have an impact long after trends fade away.

Nicolle: What challenges have you faced in promoting diversity and inclusion through your jewellery, and how have you overcome them?

Sherin: Breaking into the fine jewellery industry has been like trying to open a centuries-old lock with a key that doesn't quite fit. As a young woman of mixed ethnicity without formal jewellery credentials, I've faced my share of raised eyebrows, especially given my culturally rich design approach.

Trade shows were particularly eye-opening where I'd find predominantly White male exhibitors over 40, save for a few manufacturers from Asia. The message was clear: I didn't fit the traditional profile. European retailers, while proud custodians of their heritage brands and classic styles, often show resistance to fresh perspectives and culturally vibrant aesthetics. The market itself seems caught between two worlds: Europe's preference for understated 9k-14k gold pieces and Asia's love for bold 21k-24k gold designs, neither fully embracing the diverse, interconnected world we live in nor catering to younger audiences. But here's the thing about being an outsider: you learn to turn your disadvantages into your greatest strengths.

Not fitting into mainstream boxes became my superpower. Instead of trying to conform, I chose to let my differences spark curiosity. I learned that authenticity and passion are universal languages and that even in this traditionally 'secretive' industry, genuine passion and transparency can build trust. The key wasn't trying to fit into the existing lock but having the confidence to create a new one. When you truly believe in your vision and its potential to create positive change, even the toughest obstacles become stepping stones to something greater.

Nicolle: What advice would you give to other young entrepreneurs looking to enter the luxury jewellery market?

Sherin: I have a few pieces of advice for the ambitious people out there. The luxury jewellery market might seem authoritative and intimidating but just like every other sector, it offers opportunities ready to be seized. Start by doing market research and by identifying a gap in the market: true entrepreneurship is about solving problems others don’t see or in ways they haven't thought of yet.

Consider that building a brand might require time and a significant capital investment, so before you set up your company make sure you take this into account, but more importantly, remember that your passion, resilience, and unstoppable desire to learn will help you to keep focused on your goal. As an entrepreneur you’ll find yourself not being able to do it all alone, so don’t be afraid to ask for help! Some of my most valuable lessons came from reaching out to people and mentors who were generous enough to share their expertise and support me. Finally, don't forget to embrace the journey because every challenge, every setback, and every small win is shaping not only your brand but who you are as an entrepreneur.

Sherin Abu Taleb’s journey with Hafeez Jewellery is a testament to the power of purpose and passion. Through her thoughtful designs and commitment to cultural and ethical integrity, she has not only created a brand but also sparked a movement. Sherin reminds us that jewellery is more than adornment—it’s a bridge between cultures, a celebration of heritage, and a statement of values. As she continues to break boundaries and challenge norms in the fine jewellery industry, Sherin proves that the most lasting beauty comes from authenticity and intention.

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