Peace, freedom, and strength – those are the three words that represent the message and pursuits of young Dubai-based jewelry brand uSfuur, which has a very worthy cause at the core of its ethos. The brand’s designs include delicate necklaces, anklets, and bracelets, all made from gold and handcrafted in Dubai, and the bird motif repeated in its collections, and after which it is named (“usfuur” translates to “bird” in Arabic), symbolizes peace.
USfuur partnered up with a Syrian grassroots organization called Watanili to donate a percentage from the sale of every piece of jewelry to help support refugee communities in need. “We are currently working with Watanili, but the long term plan is to expand further and reach out to displaced communities in need from Iraq to Palestine,” shares Yara Tlass, founder and designer of uSfuur, who is from Syria herself.
“In terms of design, what I care about the most is the quality of the piece,” she adds, “I would love for it to last a lifetime. I’m a big fan of simplicity and believe in Leonardo da Vinci’s motto: simplicity is the ultimate sophistication. I am also aware of the importance of aesthetics from a design point of view; I care about the beauty element. I always ask myself if the piece would look visually appealing before creating it.”
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