Gema by Arts & Gems to open store in Msheireb soon

EMA by Arts ems is displaying exclusive colourful and youthful pieces some of which are inspired by Qatari heritage, at the Arts ems pavilion at the ongoing Doha

ewellery and atches Exhibition D E at the Doha Exhibition and Convention Center.

The elegant pieces include necklaces, rings, bracelets and earrings, among other accessories that can be customised for every taste.

ema by Arts ems will open a store in Msheireb in September.

Founded by Mariam Ali Al Khalaf, ema originated from Arts ems Doha which was founded by her father, a prominent Qatari businessman Ali Hassan Al Khalaf in 19 9. Mariam Ali Al Khalaf is also the CEO of Arts ems Doha.

Speaking to Qatar Tribune, Mariam said ema has been established to continue the legacy of Arts ems and is going to be a sub-brand of the house.

I will have my own brands also under the name

ema by Mariam. I have other different brands from

ebanon and other countries as well, she said.

Explaining why she is fascinated with ebanon, Khalaf said that ebanon is known for great craftsmanship.

She said, Most of their pieces are handmade. They are very good with enamel and they create the pieces with love and passion. It is not about mass production but it’s about creating unique pieces it is about details and intricate finishing. That’s what we want in ema because we want to continue with the legacy of Arts ems.

This is what our brands have always been known us for, having jewellery with high-quality finishing and stones and our clients have trust in us. In Arts ems, we deal with a lot of jewelers from India, Hongkong and

angkok. Khalaf explained that ema is a type of the jewellery that can be worn day and night.

The pieces can be worn at work, business meetings and at social events, she said.

According to her, she used herself as an example to create comfortable jewellery that can be worn at any time.

ema is a trendy, bold, fun and colourful kind of jewellery. e want to bring something new in the market and we are happy we are able to do that, she added.

Khalaf added that the plan is to open a store which will be located in Al Khail Street in Msheireb next to the Design District in September, however she hopes to do the soft opening in Summer.

Talking about her inspiration, Khalaf said that, every year, she comes up with a design which is inspired Qatari culture and heritage.

This time, I came up with a brand which is ema. I am inspired by colours. I want something that is colourful and youthful which is easy to wear, she said. These are everyday pieces and for me, the most important thing is to create something that is easy to wear which will standout and is trendy.

She said that her father Ali Hassan Al Khalaf and her brother Soud Ali Al Khalaf, who is vice-chairman of Arts ems, have always been her greatest supporter.

Khalaf said that she was grateful for the way Qatar Tourism supports the Qatari designers by giving them a platform like the D E to showcase their products.

oung Qataris have a lot of talents that can reach international standards in terms of designs, manufacturing and the quality of the finishing, she said.

She, however, hoped for more designers’ workshops locally that can give international kind of training in jewellery making so that they don’t have to travel abroad to attend the workshops.

Al Khalaf hoped that Qatar Tourism will continue to support the young Qatari designers, especially those who do not have retail shops.

Even with the passion they have, without the support, they will not be able to continue. Most of the Qatari designers design those pieces out of passion and not for the purpose of just selling. They put their heart and soul into those pieces, she said.