The jewellery brand is the only Egyptian recepient this year.
Seen on Sofia Vergara, Shay Mitchell, Chrissy Teigen, Demi Lovato, and a handful of other Hollywood A-listers, homegrown brand Ammanii has just been selected as the Fashion Trust Arabia winner in the jewellery category. The Los Angeles-Cairo brand is the brainchild of designer Amany Shaker, who already won us over long ago with her tasteful contemporary designs which are heavily inspired by Egyptian visual motifs.
Evil eyes, scarabs, and crescents— the way they've used these pieces of classic Egyptian iconography has been anything but cliché. Adorned by Laila Eloui in Vogue Arabia, the designs are inspired by the women of yesteryear. “My inspiration is my Egyptian heritage, the amazing stories in history and in my own life journey, but also nature,” Shaker told CairoScene. “I consider the award to be a pivotal experience that will be giving me the support, mentoring, and an amazing community where we can support one another. It’s invaluable.”
Every year, Fashion Trust Arabia chooses just five winners in total, selecting one designer for the categories of jewellery, accessories, evening wear, ready-to-wear and a debut talent. Currently, FTA is the only prize of its kind in the Arab world, offering business and financial support to its recipients.
“I’m trying to tell a story of empowerment, love, and self-assurance," Shaker continued. "Jewellery is not meant to make you beautiful, but to more-so trigger that inner beauty that every woman possesses, the confidence that gets tarnished sometimes by life events. I want them to feel like the queens they are."
The brand is currently working on the upcoming collection, Sayedati, and we could not be more excited to see what new ways they can bring out our inner royalty.