Emirati Heritage Redefined: Adi Al Fardan’s Vision for Luxury Jewellery

Adi Al Fardan, a third-generation member of the renowned Al Fardan family of the UAE, celebrated for their pearl expertise since the early 1800s, has been broadening his family’s legacy with his namesake private jewellery brand that he founded nearly a decade ago. A former banker with a passion for rare gemstones, Adi honed his craft by training at renowned jewellery ateliers across the globe. Adi Al Fardan shares insights into the distinctive tastes of his Emirati clients and the deep cultural influences reflected in his creations.

How would you describe your specialty as a jewellery designer in Dubai’s highly competitive jewellery market?

My specialty lies in creating high-jewellery, bridal jewellery, solitaires, rings and more, that tell a story of love, heritage and timeless beauty. What sets me apart is my deep connection to my Emirati roots and my dedication to crafting pieces that evoke emotion and memories. In a world full of competition, I focus on the unique desires of my clients, offering them a personal journey in each creation. True luxury is not about standing out in the crowd, it’s about offering something that resonates deeply with one’s soul.

Adi Al Fardan, Founder & Owner of Adi Al Fardan Jewellery in Dubai.

What inspired your transition from banking to jewellery making?

Leaving the world of banking was like shedding an old skin, a decision made not from logic but from the calling of my heart. I spent years in finance, but my soul always yearned for something that touched lives. When I turned to jewellery design and crafting, it wasn’t just a career shift; it was a return to my roots, to the legacy of my forefathers who mastered pearls and natural diamonds. The shift was a spiritual awakening, where I learned that true fulfillment lies in creating beauty that resonates with the emotions of others. I wanted to create pieces that would outlive us, telling stories of love, family, and legacy through the language of diamonds and gemstones.

Your forefathers are renowned specialists in pearls. What are the key lessons you’ve learned from their experience in the jewellery industry?

From my forefathers, I learned that craftsmanship is not just about skill, it’s about respect—respect for fair-trade gemstones, for nature, for beauty, and for the stories gemstones hold within them. Pearls taught me that patience is the greatest virtue. Their quiet beauty develops over time, and so should our approach to jewellery.

I’ve learned that each piece carries the essence of the hands that crafted it, and the love that was put into its creation.

Their legacy has taught me that true luxury is an art of patience, and the most valuable pieces are those that carry a story passed down through generations.

Tamur diamond pendant. By Adi Al Fardan

How do you select the suppliers, cutters and polishers for the gemstones and diamonds used in your jewellery?

I carefully choose my suppliers, cutters, and polishers based on their dedication to fair-trade, ethical practices, and high-quality gemstones. The craftsmen I work with are highly skilled individuals who specialise in the meticulous art of cutting and polishing natural diamonds and colored gemstones, ensuring that every stone reaches its full potential in terms of brilliance and beauty. This approach guarantees that every piece I create is not only of exceptional quality but also produced with integrity, reflecting my commitment to ethical and responsible sourcing.

How do you analyse trends, anticipate market demand to create jewellery designs?

I don’t just follow trends, I listen.

I listen to the desires of my clients, and to the evolving story of beauty. I look for signs in nature, in art, in culture. Every design I create is not just based on what’s trending, but on what will speak to the hearts of future generations.

I create jewellery that holds timeless beauty but also carries the spirit of the times. Whether it’s a bridal diamond ring or a statement gemstone necklace, my work reflects that belief—it is both rooted in the past and deeply connected to the future.

The Majestic Pulse, a tourmaline and natural diamond necklace. By Adi Al Fardan

While natural diamonds are evergreen, which coloured stones do you see gaining demand with high jewellery connoisseurs and buyers and why?

Paraiba tourmaline and rubies are taking on a new life. The vivid, oceanic blue of Paraiba is unlike anything else, and it speaks to a generation that values rarity and uniqueness. The rich, fiery red of rubies often associated with passion and love is timeless, but now it’s also becoming a symbol of individuality and strength. These gemstones, often paired with natural diamonds in high jewellery, are gaining popularity because they represent a shift in how we view luxury. They’re not just about rarity but about expressing one’s inner world.

A scalloped yellow and white diamond necklace. By Adi Al Fardan

Please share some examples of your handcrafted pieces that have garnered notable attention from Millennial and Gen-Z buyers?

Millennials and Gen-Z want pieces that are not just accessories but reflections of their identities and values. My Tamur Pendant is a modern yet timeless piece, featuring pear-shaped diamonds and pink diamonds. It has captured the attention of younger buyers because it reflects both elegance and individuality.

Beyond the UAE, which nationalities form the most significant clientele for your brand? In your view, what strategies are most effective for globalising a high-jewellery brand?

While my brand holds a special place in the hearts of UAE clients, I also find immense joy in working with clients from Saudi Arabia, Qatar, India, Europe, and the United States.

Globalising a high jewellery brand is not just about expanding into new markets, it’s about sharing your soul with the world. It’s about telling a story that resonates with different cultures while staying true to your own. Through personalised experiences and a commitment to excellence in natural diamonds and gemstones, I believe a brand can touch hearts anywhere in the world.

On model: Paraiba and diamond ring designed by Adi Al Fardan

What do you believe is the most effective communication tool and strategy to reach the right audience in such a competitive market? Additionally, what factors do you think can push clients away from a brand?

For me, the most effective communication tool is storytelling. I don’t just create jewellery; I create a piece that personalises and reflects the client’s stories. Through social media, events, and one-on-one consultations, I ensure every client feels seen, understood, and valued. People are drawn to brands that make them feel something deep within their hearts.

On the other hand, inconsistency, whether in natural diamond quality or in client experience can drive clients away. Clients want authenticity and trust. They want to know that behind every piece of jewellery, there’s a genuine commitment to excellence and a heart that beats for the beauty and emotions they hold dear.

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