Jewelry guru Youssef El-Baz reflects on his family’s storied label
A Cairo-born jewelry brand that has been running since
1923 must have quite a story to tell, with plenty of insight for up-and-coming designers to learn from.
Egyptian label El Baz Jewelry is a family business that has been on the market for almost a century, fueled by its evolving artistic vision and mastery of the complex art of jewelry making. Youssef El-Baz, one of the owners of the brand, spoke with Arab News about how jewelry design in the region has changed over the past 100 years and why he believes El Baz has endured. “In the past, people were keen on buying jewelry that … was chosen based on the material and the resale value, with little attention to the design,” said El-Baz. “Today … the customers who want to buy jewelry are (more interested in) the design (rather) than the material,” he added. However, the designer, who founded two other labels —
Grace Jewelry and B Jewelry — believes some things in the industry will never change. “I believe what will never change about jewelry is the sentimental value it holds, like inheritance and the idea of passing on jewelry through generations,” he said. “People hold their loved ones forever (by) wearing and keeping their (designs).”
When it comes to the brand’s longevity, El-Baz shared his thoughts on why the label has lasted.
“In jewelry, people are always looking for authenticity or people are always looking for high quality, because they are buying something precious … and taste for sure. If the brand is not developing and adapting to the different tastes that change during the years it will die out,” explained El-Baz.
On that note, in 2019, El-Baz launched his own brand, B Jewelry, during a spell in Barcelona and quickly followed it up with the launch of Grace Jewelry in 2020.
“I wanted to create a jewelry brand that was socially responsible. I felt like Grace can be the beginning of a change in an industry where people start brands that are environmentally aware through their designs, manufacturing and packaging.” “We have a complete collection called For A Better Tomorrow, (where) every design is dedicated toward a good cause. We donate 10 percent of the sales toward a good cause.”