Founded in Amman nearly two decades ago by Jordanian creative duo Joumana Jallad and Ghadeer Al Taher, Stone Fine Jewellery was born from a shared desire to redefine what modern fine jewellery could look and feel like for women today. At a time when the market felt divided between ornate, occasion-only pieces and contemporary designs lacking depth, they envisioned something different.

“When we started Stone, we felt there was a gap between traditional fine jewellery that felt too formal and contemporary designs that lacked depth and craftsmanship,” they explain. “We wanted to create jewellery that felt modern yet timeless, pieces women could truly wear every day without losing a sense of luxury. From the beginning, our focus was on simplicity, quality, and emotional connection rather than trends.”

That philosophy has remained central to Stone’s identity ever since. Each piece is meticulously handmade, using exquisite stone-setting techniques that honour traditional craftsmanship while embracing a clean, modern aesthetic. The result is jewellery that feels quietly glamorous and instinctively elegant, designed to become part of a woman’s everyday life.

For Joumana and Ghadeer, wearability was always an integral pillar of the brand. “Jewellery becomes meaningful when it’s lived in,” they say. “We never wanted pieces that stayed in a safe or were saved for rare occasions. Wearability mattered because we design for real women with full lives, work, family, travel, and quiet moments in between. Jewellery should move with you, not restrict you. That idea sits at the heart of our philosophy of uncomplicated luxury.”

This sense of ease is perhaps why Stone’s pieces are so often layered, stacked and styled instinctively by the women who wear them. Rather than dictating how jewellery should be worn, the brand encourages individuality, and its founders love seeing how women interpret their pieces and wear them to express their own style. “Personal styling is central to Stone,” they note. “We never wanted to dictate how pieces should be worn. Instead, we design collections that speak to one another and encourage women to layer and combine them in ways that feel natural to them. When clients style our jewellery instinctively, that’s when we know the design is truly working.”

The creative partnership between Joumana and Ghadeer developed quite easily. Based on trust and a shared vision, their alignment became clear early on, when they first began working together. “What brought us together creatively was working through our first designs side by side,” they reflect. “Without spending much time discussing references or direction, we found ourselves arriving at the same conclusions around proportion, scale, and finish. Experiencing that alignment during the making process made it clear we could build something cohesive together.”

Beyond jewellery, inspiration comes from a wide spectrum of influences. Architecture, with its emphasis on proportion and clean lines, plays a key role in how they think about form. Travel offers exposure to different cultures and ways of living, while everyday moments often spark ideas. “We’re constantly observing,” they say, noting how light, movement and subtle details frequently inform their creative process.

Running a founder-led brand is not without its challenges, but for Joumana and Ghadeer, motivation comes from seeing women wearing their pieces. “What keeps us motivated is seeing our jewellery truly lived in,” they share. “When we’re out and notice a woman wearing a piece, she’s styled entirely her own, or when someone tells us she bought a piece years ago and still wears it today, it’s incredibly rewarding.”

That long-term relationship with their clients mirrors how they approach growth as a business. “Creativity and discipline have to coexist,” they explain. “Creativity gives the brand its soul, while structure allows it to grow. We don’t separate creativity from the business; they inform each other naturally. Every decision is made with longevity in mind.”

This sense of continuity comes full circle with the upcoming opening of Stone’s Amman flagship boutique. “Amman has always been home for Stone,” they say. “As the brand evolved, it felt like the right moment to create a larger flagship that truly reflects who we are today.” While the brand continues to gain traction across the GCC and beyond, returning to its roots feels like a natural step.  “What excites us most is the clarity that comes with time,” they conclude. “Stone is growing alongside us and our clients and us, and that feels both grounding and meaningful.”