Jewellery

GHWIYAH

UAE

Three generations, one heritage house, gold that gets handed down.

Art Direction
Casting
Location
Photography
Film
Social Creative

The Brief

GHWIYAH makes 21-karat gold for daughters, heirloom-minded pieces meant to be worn rather than kept in a box.

The work had to introduce the house in Arabic first, give the Heritage collection real weight, and speak to a whole family at once without falling into the two default modes of Gulf gold advertising, the bridal set and the studio-only product grid. It needed a world an Emirati family could recognise as their own house, and a product language delicate enough for openwork and pearl.

The Approach

The idea began with what gold actually does inside a family.

It moves. It is given, worn, kept, given again. So the casting became the concept: three generations rather than one model, a grandmother in the battoulah, a mother in crimson, a girl in cream, and the same piece allowed to appear on more than one of them, so inheritance is shown instead of stated. The location followed, a heritage house of mud plaster and arched niches, an oil lamp, sadu weave, a wooden chest a child can open. Light was kept low and late, so gold reads as lit rather than polished. The still-life was then built on the same material logic, river stone, broken plaster, sand, a lily, so campaign and catalogue speak one language.

What we did