KATIA SAMRA, Artistic Director and Jewellery Designer at Samra, carries forward a brand built on refined artistry. While the house’s legacy dates back to 1941, its spirit feels distinctly present-day. Katia combines heritage with a modern sensibility, creating pieces that resonate with today’s woman — someone who values story, craftsmanship and effortless elegance in equal measure.
Samra has a long design legacy. Tell us more about it. When was it established and how are you evolving the brand’s creative language to connect with today’s younger luxury buyers without losing your signature style?
Samra was founded in 1941 by my grandfather, whose vision was rooted in craftsmanship, integrity and a deep appreciation for beauty that endures. Over the decades, each generation has added its own chapter to the house’s story, while staying true to the values that shaped us. Our archives carry thousands of sketches, prototypes and artisanal techniques that continue to influence our work today.
As Artistic Director, my focus has been on translating this heritage into a visual language that resonates with a younger, design-conscious audience. Today’s clients look for meaningful luxury that feels personal and wearable, so our approach balances refinement with ease. We keep the soul of Samra intact but reinterpret it with cleaner silhouettes, versatile styling, and collections that feel modern without being trend-driven. The goal is evolution, not reinvention.
Dubai’s retail landscape is becoming more experiential. How is Samra reimagining its in-store experience to keep clients engaged and coming back?
The boutique needs to create moments that feel memorable and personal. At Samra, we are very intentional about crafting experiences that go beyond traditional retail, making every visit feel warm, welcoming and worth returning to.
Alongside creating intimate spaces for private viewings and bespoke consultations, we also introduce activations that bring curiosity into the boutique environment. A recent example is our collaboration with Knot Bakehouse in Dubai Mall and the Mall of the Emirates, where every walk-in guest was welcomed with a complimentary signature matcha.
Our goal is for clients to feel that every visit to Samra offers something new, thoughtful and something that stays with them long after they leave.
With shoppers moving fluidly between online and offline, what role does digital play in shaping your client journey — from discovery to purchase to after-sales?
Digital has become a powerful touchpoint for us, and we treat it as an extension of the boutique experience. Many of our clients discover new collections through social channels or our website before visiting us in person, so we ensure that our digital storytelling reflects the same craftsmanship and refinement that define our brand.
We offer virtual consultations, personalised recommendations and seamless access to our customer care team, who can assist with alterations, engraving or after-sales support. The journey today is continuous; whether a client starts online or offline, the experience should feel coherent and thoughtful at every step.
Samra operates both as a manufacturer and retailer. How does having in-house production influence your agility in design, custom work, and turnaround times?
Having in-house production is one of our greatest strengths. Our artisans, many of whom have been with us for decades, work side by side with our design team, which allows ideas to move quickly from concept to creation. This proximity enables us to experiment, refine and perfect each piece without compromise.
For customised pieces, this agility becomes even more important. We can respond to client requests swiftly, create accurate prototypes and deliver bespoke designs with remarkable precision. It gives us the freedom to innovate while upholding our standards of quality.
What kinds of bespoke requests are gaining traction among your Gulf clientele right now?
Clients in the region have a strong emotional relationship with jewellery, and personalisation continues to grow in importance. We are seeing demand for bespoke engagement pieces, updated heirlooms and designs incorporating meaningful symbols, initials or family narratives.
Another growing trend is modularity – pieces that can be worn in different ways or adapted as milestones are celebrated. Clients want jewellery that evolves with them, pieces that hold emotional value beyond aesthetics.
How is Samra leveraging regional cultural motifs, heirloom styles or Middle Eastern design heritage in a modern way?
Our heritage is deeply intertwined with the region’s artistic traditions, and that influence appears naturally in our work. We reinterpret cultural motifs through a contemporary lens, focusing on geometry, calligraphic fluidity or architectural lines rather than literal depictions. This allows the designs to feel rooted yet universal.
Whether it is the subtle echo of desert textures, the rhythm of Arabic script or the elegance of traditional goldwork, we aim to capture the essence of the Middle East in a way that feels timeless and relevant to global collectors.