Transitioning to a completely new career can be intimidating, especially after spending years in a different field. For 40-year-old Basma Chaieri, a Moroccan-French expat, this courageous decision marked the start of a successful entrepreneurial journey. After dedicating 15 years to her role as a travel executive, Chaieri took a leap of faith and invested AED 400,000 of her savings to establish a diamond jewellery business in Dubai.
Her venture, Etika Jewels, distinguishes itself as a sustainable and ethical jewellery e-platform, responding to the increasing demand for conflict-free diamonds and contemporary designs. “I aimed to create a brand that reflects modern values of sustainability while still honoring the timeless beauty of diamonds,” Chaieri explained.
The transition was not without its hurdles. “Moving from the travel industry to jewellery felt like starting over,” Chaieri admitted. She had to grasp the complexities of the jewellery business, from sourcing ethically mined diamonds to mastering digital marketing and e-commerce logistics.
Nevertheless, her determination paid off. Within 18 months, Etika Jewels reached its break-even point. By the second year, the company recorded its first seven-digit revenue. Chaieri attributes her success to Dubai’s supportive entrepreneurial environment and her dedication to providing quality and transparency to her customers.
Etika Jewels has since broadened its range, offering customizable pieces and lab-grown diamonds, which resonate with a younger, eco-conscious demographic. The brand’s innovative digital marketing approach and a smooth online shopping experience have also played a crucial role in its swift growth.
Looking back on her journey, Chaieri remarked, “It’s never too late to pursue your dreams. With passion and commitment, you can forge your own path.”
Today, Etika Jewels stands as a testament to Chaieri’s vision and resilience, motivating others to take bold steps in reinventing their careers. The company is now eyeing international expansion, with plans to enter European and GCC markets in the near future.
