Surrounded by the desert’s vastness and Dubai’s growing skyline, two sisters sat together, their voices carrying the dreams of a new era. Raised in the world of fine jewellery, in which their father had spent years crafting treasures with precision and care, Batool Kerdi and Marah Kerdi decided it was their turn to make a mark. Their vision, however, was different – more than a continuation of tradition, it was a reimagining, an evolution tailored for women who, like them, sought something beyond mere adornment. Their vision was different. 

“We were still so young,” Kerdi recalls, her eyes lighting up with the memory. “But there was something about that moment, the way we realised we could take what our dad built and create something entirely our own.”  And so, BijouQ was born. Not in the polished halls of a corporate office, but in the intimate space of family, dreams and ambition. Their love for timeless craftsmanship honours the modern woman’s desire, carving their legacy in the industry. 

Their father’s workshop was the sisters’ first classroom. The shimmer of gold and cool weight of precious stones were as familiar to them as the sand beneath their feet. For years, he had honed his craft, carefully building his reputation as a master jeweller. 

But as the sisters grew, so did their dreams. They sought to carve out their own path, distinct yet honouring the craftsmanship they had inherited. It was the discovery of mother-of-pearl that crystallised their vision. The iridescence of the shell, ever-changing as it catches the light, mirrors the resilience and grace that lies within every woman. This is a beauty that is not fixed, but fluid, evolving with time. 

Each BijouQ collection reflects this ethos. Their debut Geometrica collection, with its sleek lines and architectural shapes, was born from a desire to craft pieces that could transform and adapt to different styles. The highlight? A sautoir necklace that effortlessly converts into a choker or separates into two distinct items – offering versatility for women who move between roles and places with ease.

Their latest La Duna collection, on the other hand, embraces a minimalist yet luxurious aesthetic. Crafted exclusively from gold and diamonds, these pieces speak to women who appreciate the purity of precious materials, unadorned by excess. It’s a bold yet demure statement, reflecting a quiet confidence. 

Meanwhile, Edenia blends diamonds and gold in seamless harmony, expanding beyond the mother-of-pearl designs that first earned the brand acclaim, yet maintaining BijouQ’s signature elegance. “Our collections are about harmony,” says Mohammad. “Each one is unique, but they all share the same essence of timelessness. We’re always thinking about how a woman can wear these pieces in her daily life, but also how they make her feel.”

When the world fell silent in 2020, BijouQ found itself at a crossroads. The pandemic haltered the bustling energy of daily life, and yet, for the sisters, it became a moment of transformation. Locked down, but not locked out, they turned to the digital world, bringing their designs to life through the screens of women across the globe. Vibrant campaigns lit up Instagram, each accessory telling a story of elegance and resilience. “We realised that even in the quiet, we could find strength. Social media gave us the wings to fly when the world felt so grounded,” shares Kerdi.

Their bold nail ring became a symbol of this period. It was daring, unexpected, and caught the attention of a new generation of women, eager to break free from tradition without losing their sense of refinement. Though they have since moved away from that particular design, its spirit lives on in their collections, a reminder that BijouQ is an ever-evolving brand. 

The pandemic may have slowed the pace of life, but it became a time of reflection and transformation. Turning inward, the sisters saw an opportunity to align their values even more closely with their craft. Every BijouQ gem carries with it a promise. The “Q” stands for quality, a value held sacred. Working with skilled Italian artisans ensures each jewel is crafted not just with beauty, but with longevity in mind. “The piece is meant to be an heirloom in the making. It is meant to be worn, loved and passed down through generations as a cherished accessory,” says Mohammad. 

Their commitment to sustainability adds another layer of meaning to their work. Ethically sourced materials and sustainable practices guide their production, ensuring each embellishment tells a story of both elegance and responsibility. Every gem and precious stone, every touch of mother-of-pearl, is selected with care, not only for its beauty but for its impact on the world.

BijouQ is poised to expand beyond the Middle East. In 2025, they will showcase their collections at the prestigious Las Vegas Jewellery Exhibition – their official entry into the international market.

At its core, BijouQ is driven by a belief in the power of jewellery to tell a story. What began as a family dream has blossomed into a global conversation, one that celebrates elegance, craftsmanship, and the radiant beauty within every woman.

bijouq.com