Our Story
In Jordan, we mark treasured moments with gold.
Where It Started
A birth, a graduation, an engagement — you don’t just remember it, you’re given something to keep it in. Every summer as a kid, my family would go to the same workshop and I’d pick a pendant to remember that summer by. Years later, when my husband wanted to propose, he went to that same goldsmith with a design, and had the ring made there, in Amman, while we were living in New York. We trusted him with it sight unseen. That’s not a small thing to me.
Today, that same goldsmith makes every piece I design.
My Career
I spent my career inside luxury — buying designer gold jewelry across more than 60 brands at Bloomingdale’s, then planning the fine jewelry collection at Dior. Dior was the job I’d wanted my whole career. And even there, doing work I loved, something in me wasn’t settled. I kept coming back to the same pull: to build something of my own, out of the one thing I’d loved the longest.
The Name
Almost immediately, I hit the part nobody warns you about — naming it. I made lists. I scrolled my notes app for weeks. Every invented name felt like I was trying to become someone else to stand in front of the jewelry. So I used my own name instead, which is apparently a whole category — “eponymous brand,” a very official term for “I couldn’t think of anything better than myself.”
But it fit. These are my ideas, my taste, my history, all in one place. Calling it anything else would have made it feel like someone else’s project I was just running.
The Idea Behind SEEN
The debut collection is called SEEN — which is also how you pronounce the Arabic letter س. Every piece takes its shape from that letter, and the word has been my private motto through all of this.
It’s easy to blend in: wear what everyone else is wearing, buy what everyone else is buying, and never be judged because you never stood out. It’s much harder, and much more frightening, to actually be seen — to let people see your taste, your choices, your opinions, and risk that they won’t like them.
But when someone does see you, really see you, and accepts you for exactly that, it’s one of the best feelings there is. That’s what I wanted this first collection to hold: not the fear of being noticed, but the relief of being known.
