Qatar’s elegant, home-grown fashion brand, QELA, will debut its most recent creations in precious metals and gemstones at the prestigious Doha Jewellery & Watches Exhibition, from 24th February to 2nd March at the Qatar National Convention Centre, Doha.
A Qatari brand with international reach, QELA draws upon art as a universal language. Architectural sculptural forms have inspired motifs such as an asymmetric silver buckle-ring which features throughout in the Fann line, and the stylised patterns of the brand’s own mashrabiya, a key element in the Jouthour and Tourath rings. The new QELA jewellery line equally draws inspiration from Qatar’s tranquilly vibrant natural landscapes, including themes of rippling dunes in the Rimaal line, the natural crystalline forms of sand-roses in ‘Wardat al-Sahra’, and the nuanced hues of the desert sky at different times of day and night, visible in the glowing colours of the six different gemstones used in the Erth ‘Heritage’ creations.
The new jewellery designs, organic yet pure, crystallise QELA’s visions of identity, heritage, and aesthetics. Their forms reflect the contemplative timelessness of fine arts and the flowing, subtle shapes and colours of the natural landscape, while they are crafted in precious materials which call to mind a shimmering desert palette: white and pink gold, pearls, citrine, amethyst, and white and brown diamonds.
“QELA jewellery pieces are understated, yet the uncompromising quality and specific design of the lines immediately identify them as QELA,” said Ms Haya bint Khalifa Al Nassr, Managing Director and Vice Chairperson of the Board of Qatar Luxury Group. “Our new jewellery lines are supreme examples of how the QELA team breathes luminosity and life into this guiding ethos. These are designs that speak worldwide from truly local roots, not least because all of QELA’s unique jewellery pieces are designed and handmade in our workshops here in Doha,” she added.
At the centre of the QELA display will reside two unique masterpieces, necklaces from the Erth collection which are inspired by the concept of legacy and the Qatari pearling heritage. The Tarabout necklace, crafted in white gold, black onyx and white diamonds, features two lustrous, contrasting sand-rose designs, one of which is covered with pavé-set white diamonds and can be detached to wear separately as a brooch. Complementing the Tarabout’s purity of design, the spectacular Hadiya necklace is a medley of white gold, pearls and pavé-set diamonds, bearing imposing, detachable tassels crafted in white gold, pearls and diamonds.
Brilliant and painstaking techniques such as pavé-setting dozens of tiny diamonds demand the utmost skill and attentiveness from QELA’s own stonesetter. As admirers imagine the passion for beautiful jewellery that is needed to create such precious pieces, and the pride that their makers must feel upon unveiling them to the public, they see into a world of dazzlingly exquisite craft.
Live demonstrations of the jewelling process at the QELA booth will help onlookers to understand just how much skill and patience is needed to hand-craft the QELA lines, emphasising the enduring value that is built into each piece. Visitors to the Exhibition will also be able to seek answers about the inspiration behind individual pieces from QELA team, who notably includes the master jewellery craftsman responsible for bringing the designs to life.
Tuesday, February 25- 2014 @ 12:15 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.