BY NOORA DABBAGH
Sheen, founded by Nosheen Bakhsh, an entrepreneur and humanitarian, became Saudi Arabia’s first jewelry brand to be featured in the Designers Showrooms at London Fashion Week (LFW) which took place from September 14-18, 2018. Her unique jewelry line blends eastern and western cultures while featuring unique elements from her extensive travels across Asia and specifically Kashmir, India. The Chandi collection which was featured in LFW is inspired by the state of Rajasthan in India. It pays homage to traditional elements of the past, while modernizing motifs.
Speaking of her beginnings, Nosheen loves her childhood and years of growing up in Saudi Arabia. Her jewelry line started as a branding project in her third year of taking up Creative Advertising. “I never thought I would dig it up a few years later in 2013 and give it a real shot; I’m so glad I did,” she said. Sheen emerged as a creative outlet for her; a way of combining her two interests: design and humanity. “I envisioned a ‘perfect job’ and it led to a brand whose purpose was to bring narrative collections and give back to causes at the same time, with every purchase,” she added. Currently, Sheen donates to the UNHCR for the Rohingya emergency and also the tsunami crisis in Indonesia.
One of Sheen’s notable achievements this year is participating in the London Fashion Week. Sheen was invited by Share This Space. Surprised at first in being chosen to participate in the event, Nosheen said that the experience was amazing. It was the first time that Sheen was exhibiting on an international platform. “I was able to share my brand story with the media/press while they were able to see, touch and try the pieces on, which is quite rare. This interaction helped them build a stronger connection with the brand, its story and also the collection itself.”
Sheen’s current collection is called Chandi. The designs were inspired by her trip to Rajasthan, a colorful state in In.dia rich with Mughal history. The most popular items include leaf earrings and mandala earrings. Her favorite pieces are the Jaal bangles and cuffs. Another bestseller is the Sultana long necklace with a colorful tassel from the Gul collection.
Nosheen aims to expand into more stores in more cities be.yond the GCC in the near future. In the meantime, Sheen items are available online on the brand website. The jewelry line continues to dazzle and shine.
Sheen
Website: www.sheen.ae
Social Media: @sheen_ae
