In the News
What they're saying about us
"Starting her fine jewelry career in the diamond industry, Lebanese Aya Ahmad soon found herself designing engagement rings for friends. It was then that she noticed a gap in the market for authentic, accessible, and high quality jewelry that was forward-thinking and innovative."
-Caterina Minthe, Vogue Arabia
In the News: Print
How One Arab Woman Launched Lab-Grown Diamonds in the Middle East
May 2021: Vogue Arabia
"Starting her fine jewelry career in the diamond industry, Lebanese Aya Ahmad soon found herself designing engagement rings for friends. It was then that she noticed a gap in the market for authentic, accessible, and high quality jewelry that was forward-thinking and innovative. Her Dubai-based digital-first business, Fyne Jewellery, was born with this in mind and laboratory-grown diamonds at its core.
Created by General Electric in 1954, laboratory grown diamonds have historically been used to drive industrial advancements. Only recently has the technology improved to allow for lab diamonds to be used for jewelry. Diamonds consist on one element, carbon, which can be created via high temperature and high pressure process that mimics the environment of diamond formation beneath the Earth's surface..."
In the News: Print & Digital
The Changing Face of Fashion
October 2020: The National UAE
"Hailing from a family of diamantaires, Aya Ahmad was already well versed in the natural diamond trade. Thanks to the complex supply chain that links mines to jewellery shops, she knew that tracing the precise origins of a gemstone was almost impossible.
With stories of child labour, environmental destruction and conflict stones linked to the extraction of natural diamonds, when looking to launch her own label, Fyne, Ahmad chose to only use lab-grown diamonds. “It was a no-brainer to me. Especially if you are starting a new business, you have to start it with the right values from the get-go,” she says.
Created in a laboratory rather than mined from the earth, lab-grown diamonds are physically, chemically and optically identical to the natural version, with the only difference being popular perception. “It has taken some education, but people understand these are not cubic zirconia. They are identical to natural diamonds and they have value.”
In the News: Print
Support & Sustain: These are the sustainable brands firmly on our radar
May 2020: The Mindfulness Issue
"This jewellery brand, born and bred in Dubai, hones in on sustainability and the sourcing of ethical materials. After several years of working in the diamond industry, the founder of Fyne, Aya Ahmad, decided to go at it alone, opting to use lab grown diamonds which cost around 40 per cent less than traditionally mined diamonds, and are also more environmentally friendly."Read the Full Article
In the News: Digital
The most in-demand sustainable fashion and jewellery brands in the region
June 8 2020
"One of the latest jewellery brands to cross our magpie radar is FYNE. A small, female-led label which focuses on creating ethical pieces using consciously sourced diamonds with 18-carat gold. Founder Aya Ahmad decided to use lab-grown diamonds across her rings, bracelets, earrings and necklaces and focus on creating beautiful pieces at a contemporary price point."Read the Full Article
Dubai-based ethical jewellery brand that we can't keep secret
April 6 2020
"...Our jewellery represents a sophisticated rebellion – a wearable reminder that women do not need to conform to any particular label or mould,” reads the brand’s statement. “The FYNE woman is bold and fierce, and she carries a keen awareness for the planet and for herself.”
It was founded by Aya Ahmad in 2019, who is the first in her family to pursue a career in diamonds. After working for several years in the diamond industry, she felt that it was a heavily male dominated and unwaveringly old fashioned business and wanted to carve out her own path. Although she lived in Antwerp, Belgium, aka the diamond capital of the world, she saw the potential of starting a brand in Dubai.
She established FYNE as an ethical jewellery brand with sustainability at it’s core, catering to bold and strong women who want to make conscious style choices. With her modern mindset, Aya decided to use lab grown diamonds across her rings, bracelets, earrings and necklaces and focus on creating beautiful pieces at a contemporary price point..."
Why us gals must stick together now more than ever by Danae Mercer
March 6 2020
"There are curvy college-aged models (just check out Ameni Esseibi) campaigning for all bodies of all sizes to be accepted, and eco-conscious local companies like Fyne (jewellery) and Tribe (interiors) that are focusing on supporting grassroots female communities."
"Entrepreneur, designer and diamantaire, Aya Ahmad is changing the face of luxury jewellery. Her sustainable jewellery brand, Fyne, is ethical, affordable and sophisticated, the perfect solution for the climate conscious consumer.
For the second in our Celebrating Women series, we were utterly inspired by Fyne’s gorgeous jewels to speak to founder, Aya, about what it’s like being a female pioneer in an industry notoriously dominated by men.
Growing up in Belgium to Lebanese parents and a family of diamantaires, Aya wasn’t sure she fit in the male heavy industry until she found herself studying a GIA course and fronting her own jewellery company."
Cultivating the Region's Most Motivated Talent: Introducing Fyne Jewellery
August 12 2020
"Fyne is a forward-thinking jewellery brand that focuses on using sustainable and ethical materials to reduce environmental impact and encourage conscious consumption in the region. By using cultured diamonds, our founder ‘a third generation diamantaire’ chose to avoid diamond mining altogether and focus on innovation and sustainable design.* Fyne produces high quality, timeless jewellery at an accessible price point. Our designs are unconventional and daring in order to serve as a wearable reminder for women to feel empowered and bold."Read the Full Article