Across the Middle East, a new generation of brands is proving that “made here” can also mean world-class. Founder-led and design-driven, these labels are building with intention and cultural fluency, turning heritage, craft, and lived experience into modern essentials. From fine jewellery that’s meant to be worn on repeat, to florals and interiors that shape how we gather and live, this is local talent setting the pace.
Here are the brands and businesses we’re watching right now.
Jewellery
Zei Jewels
Zei Jewels reflects the region’s growing appetite for design-led fine jewellery, with pieces built around concept, movement, and personalisation, not just sparkle. Cubica is the clearest expression of that DNA, a modular collection designed to evolve with the wearer. Instead of jewellery that stays fixed, Zei’s sculptural cubes rotate, stack, and reconfigure, letting you change the look in real time depending on your mood, outfit, or occasion. The shapes lean architectural without feeling rigid, think very wear it your way, and it’s exactly the kind of modern fine jewellery that fits into everyday life, not just special moments.
Elyamm
Elyamm, founded by two sisters from Oman, leans into the power of pieces that mean something, without needing to announce it. The designs carry a sense of memory and symbolism, rendered in 18k gold and diamonds with a clean, contemporary hand. Their debut Zigzag collection hits that balance between structure and softness with defined lines and easy wear. And with the brand expanding into Saudi Arabia, Elyamm is clearly stepping into its next chapter, still intimate, now wider-reaching.
TRYYST
TRYYST speaks to heritage the way a modern wardrobe does, with intention, then with ease. The Dubai-based brand’s Modern Maharaja collection draws from the richness of South Asian royal jewellery, but edits it into pieces that feel current, not ceremonial. Think vibrant stones, luminous mother of pearl, and a mix-and-layer approach that works for every wearer. It’s a fresh take on tradition that reads youthful and considered, without losing the romance.
Tripat Jewellery
Tripat’s idea of an heirloom isn’t something you lock away for “one day.” It’s something you live in. Rooted in Indian craftsmanship, the brand makes pieces designed for daily rituals, the ring you never take off, the pendant that becomes part of you. There’s thoughtfulness in the materials too, think recycled gold and responsibly sourced gemstones. This is a brand that offers jewellery that carries story, but still suits the modern day.
STONE Fine Jewelry
STONE Fine Jewelry was founded by Jordanian friends Ghadeer Taher and Joumana Jallad, born from a shared vision to celebrate and empower women. Rooted in the belief that women are the backbone of society, the brand reflects this ethos not only through its message but in the way it operates and creates. Drawing inspiration from rich Middle Eastern culture, where jewellery carries deep personal meaning, STONE merges heritage with bold design. Influenced by Art Deco architecture, Islamic art and geometric form, the house is known for striking silhouettes, vibrant colour combinations and a structured aesthetic that bridges regional identity with streamlined universal elegance.
Baguette Design
Baguette Design, founded by Emirati designer Fatma Al Bannai, turns storytelling into fine jewellery. Based in Dubai, the label often starts with a written thought or quick sketch, then distils it into clean, linear forms that feel quietly expressive. The silhouettes are minimal but never blank, guided by refined, architectural lines and a modern sense of femininity. Each piece carries intention you can feel, yet wears with the ease of an everyday signature.
Events & Florals
Âme Studio
If you live in Dubai, you’ve probably been hearing this name everywhere lately. At Âme Studio, the art of living shows up in moments shaped by creativity, intention, and beauty. This Dubai-based Emirati creative house reimagines everyday experiences through refined floral design, bespoke events, curated gifting, and workshops that invite connection and calm. Each detail is thoughtfully composed, drawing on global influences through a distinctly considered lens, and turning gatherings, spaces, and small rituals into something personal and memorable.
Interiors & Architecture
Peristylia
Peristylia is a Dubai-based interior architecture and design studio founded by architects Ahmed El Morshedy and Sally Negm. Guided by a philosophy of luxurious simplicity, the studio creates bespoke, human-centred spaces that balance beauty, purpose, and wellbeing. Their portfolio spans high-end residential, hospitality, and commercial projects, shaped by meticulous detailing, considered material choices, and a commitment to timeless, functional design. Anchored in values of integrity, wellness, and quality, Peristylia approaches each space as a sanctuary designed to feel as good as it looks.
Haircare
OLAH Haircare
OLAH draws from the region’s long-standing beauty and haircare rituals, where nourishment, natural oils, and passed-down recipes have always been part of the routine. Inspired by founder Alia’s grandmother’s formula, the brand takes that heritage and translates it into modern haircare made with natural ingredients and gentle, clean formulations, without harsh chemicals. Made and licensed in the UAE, OLAH feels proudly homegrown and dependable, built on care and results. If you’re looking for hair care brands rooted in nature, in tradition and in family, you definitely need to try OLAH.
