FOUNDER of MUAR Jewels, Dubai
MUAR was born from your personal search for jewelry that truly reflected who you are. Can you tell us about the moment you realized that your personal style could become a global brand?
Every country I lived in gave me a different language of beauty. Armenia taught me symbolism and roots. France — elegance and refinement. Russia — emotional depth and strength. The UAE — modernity, light, and limitless possibility.
Over the years, I often couldn’t find jewelry that reflected all these sides of me — so I began creating it myself. I collaborated with artisans, designing pieces that carried fragments of different cultures and emotions. Women around me began to notice, to ask, to connect — and I realized that this dialogue of cultures, of feminine power and grace, deserved its own voice.
That’s how MUAR was born — as a brand that celebrates women of every background, blending the strength of heritage with the radiance of modern femininity. It’s not just jewelry; it’s light captured in form — a symbol of the woman who creates, transforms, and leads with both beauty and intention.
1. What was the moment you realized you had to go all in on your career — and what risks did you have to accept to get there? Looking back on your career, what achievement are you most proud of today?
The moment I decided to go all in was when I realized that the jewelry industry needed more than beauty — it needed meaning. I wanted to create a brand that connects light, strength, and individuality through fine craftsmanship.
The biggest risk was financial. Gold and gemstones fluctuate daily; production costs rise with every global shift. Yet I believed that emotional value and timeless design would always outperform market volatility.
Today, I’m proud that MUAR has become a brand recognized for its vision — where every piece is both an investment and an emotion.
2. What strategies or habits can others adopt to protect their well-being while still going ‘all in’ professionally?
Running a jewelry brand means living between markets, metal prices, and creativity — balance is non-negotiable.
I’ve learned to make discipline my ally: I start each day early, review numbers, but then consciously switch to the creative side — sketching, planning campaigns, or reflecting in silence.
Protecting your energy means creating rhythm. You can’t control the gold market, but you can control your inner state — and that’s where true clarity comes from.
3. What’s the hardest money-related decision you’ve made that changed the course of your life?
Choosing to invest my own capital into creating collections during periods of global gold price volatility was one of the hardest decisions.
There were moments when prices changed dramatically overnight — but I knew that pausing creativity because of fear would cost more in the long run.
It taught me to think in cycles, not in moments — every market dip eventually rewards those who build with long-term vision.
4. What practical money principles do you follow that others could apply to make better financial decisions?
- Always keep a reserve — in jewelry, margins can vanish with one market fluctuation.
- Invest in timelessness, not trends — both in products and in people.
- Diversify your portfolio — materials, markets, and audiences.
- Don’t cut costs where quality defines reputation. Real luxury is precision.
These are principles that helped MUAR grow from a creative idea into a sustainable business.
5. Going all in often means rewriting the definition of success. How has your definition of success changed over time — and what mindset shift would you recommend to someone chasing career, money, and life all at once?
At the beginning, success meant growth, expansion, numbers. Now it’s about resilience — the ability to stay steady when everything around you changes.
In an industry driven by global pricing and taste fluctuations, success is not about avoiding risk — it’s about mastering it.
My advice: don’t chase perfection, chase consistency. When your purpose is clear and your values are strong, even volatility becomes part of your strength.
