Basma Chaieri, the Founder of Etika Jewels, says to be prepared for challenges and setbacks but don’t let them deter you

Can you share a little bit about what it is that you do and what a typical day for you is like?  
I’m the founder of Etika Jewels, a fine jewellery brand based in Dubai that specializes in lab diamond and gemstone jewellery, accessible to everyone for everyday wear. As a working mom, my days start early rushing to get my two toddlers ready for school, followed by a gym session to have some motion and great energy. Then, it’s straight to work, where I catch up with my team and set priorities and objectives.

A significant part of my day is spent at the workshop, working on new designs and overseeing client orders to ensure everything is perfect. After work, I cherish unwinding with my kids, maybe a walk in the park or a bike ride, and having an early dinner together. My day usually wraps up with a couple more hours of work before heading to bed. It’s a full but fulfilling schedule, balancing the demands of a business with the joys of family life.

Did you always know that working in the industry you represent was what you wanted to do? How did you decide on it?
No, I didn’t always envision myself in this industry. My background was quite different, but my passion for entrepreneurship and the thrill of starting a business from scratch led me here. I became fascinated with the technology and innovation within the gemstone segment, and that was a turning point for me. When something captures my interest, I dive deep, eager to learn everything I can about it. That’s exactly what happened with lab-grown diamonds and gemstones; I fell in love with the concept and decided to make it my business.

What first got you interested in the industry you work in?
What initially drew me to this industry was the powerful blend of sustainability, innovation, and technology. The idea of a disruptive product in the traditional jewellery market, especially one that aligns so closely with my values of environmental responsibility and cutting-edge innovation, was incredibly appealing. The more I learned about lab-grown diamonds and gemstones, the more I realized the significant impact they could have on reducing the environmental footprint of the jewellery industry. This combination of factors sparked my interest and fueled my passion to get involved and make a difference.

What obstacles did you have to overcome?  
Introducing any innovative product comes with its set of challenges, and for us, the first major hurdle was gaining acceptance in the market. There was a significant amount of education we had to undertake to familiarize our customers with the concept of lab-grown diamonds and gemstones, explaining their value and sustainability benefits. Another obstacle we faced was the shift to selling a product online that has traditionally been sold through offline retail channels. This required us to innovate and find ways to build trust and convey the quality and beauty of our jewellery in a digital space, a challenge that pushed us to think creatively and adapt to new consumer behaviours.

What advice would you give to a woman considering a career in the industry you represent? What do you wish you had known?
For any woman considering a career in this beautiful industry, my advice is to fully embrace your creativity and self-expression. Jewellery is not just about adornment; it’s a way of becoming a part of people’s most special moments, and there’s something truly magical about that. It’s important to understand and accept that the industry is dynamic and change is constant. Adaptability and resilience are key—you should be prepared for challenges and setbacks, but don’t let them deter you.

Instead, let them be the stepping stones towards your growth and success. What I wish I had known from the start is the importance of resilience. The path isn’t always smooth, but with perseverance and a passion for what you do, you can carve out a rewarding career that not only fulfils you creatively but also allows you to touch the lives of others in a meaningful way.

What do you do to unwind after work?  
After a busy day, I find that the best way to unwind is by spending quality time with friends and loved ones, playing with kids or engaging with them in activities we enjoy like reading or cooking. It’s my way to relax and reset.