FYNE originated from the idea that modern luxury needed a shift in mindset.
We set out to implement that change by keeping our promises at the heart of what we do.
FYNE is a small female founded company, with a big vision for the future. Our story starts in a town called Antwerp - our home town - and also (not by coincidence) the historical diamond capital of the world. Aya, our founder, is a third generation diamantaire and the first woman in her family who chose to pursue a career in diamonds. After working for several years in a heavy male dominated and unwaveringly old fashioned industry, she decided to realign her sense of purpose.
Some soul searching led her back to her Middle Eastern roots, which was undergoing a movement of rising female entrepreneurs and fashion creatives. Dubai, the epitome of luxury and newfound home of FYNE, was the perfect place to set up shop.
There was only one thing she found: society was diving into its' love of fashion without acts of mindfulness - and tied to this advancement was meaningless overconsumption habits. Inspired by innovation and disruption, Aya looked into ways to create a luxury jewellery brand that had sustainability and ethics at its' core. The goal? To empower women to live passionately by creating an awareness for conscious lifestyle choices. She did this with the only way she knew how - through diamonds, only these were different.
Enter, our FYNE promises:
We believe in being conscious about the materials we use in order to protect our delicate environment and impact change within our communities. FYNE represents a commitment to sustainability and to a cleaner, greener future. We focus on creating beautiful jewellery, but we also believe in beauty that contributes to a greater cause.
The essence of what jewellery stands for can go far beyond the woman who wears it. We seek to empower women to live passionately through self expression, confidence and reinventing every day style choices - setting the example to live better and do better.
Our jewellery represents a sophisticated rebellion - a wearable reminder that women do not need to conform to any particular label or mould. The FYNE woman is bold and fierce, and while her style is untamed, she carries a delicate awareness for the planet and for herself.
If our #fynepromises resonate with you, please feel free to contact us to collaborate.