The Bling Ring: How Hala Alasmari Is Reshaping The Jewellery Industry
The mastermind behind regional label Ofa’s mesmerising collections of traditional-meets-modern fine jewellery pieces, Hala Alasmari, is reshaping the industry with her timeless and considered designs
If there’s one thing that fills us with pride, it’s seeing Arab female creatives breaking the glass ceiling with their game-changing collections. Yet while the regional jewellery market may be getting more saturated by the day, there’s one Saudi Arabian designer and influencer who is breaking away from the noise with her thoughtfully produced designs that evoke a culturally rich heritage and a spirit of celebration. Enter Hala Alasmari.
It was back in 2020 that Hala – who actually graduated from architecture school but went onto study jewellery design at the International Gemological Institute – launched her fine jewellery brand Ofa for three different reasons. “Firstly, I have a design degree; secondly, I saw a gap in the market between old jewellery brands and today’s younger shopper; and lastly, I just loved working with gold,” she tells Harper’s Bazaar Arabia.
Yet given that the launch coincided with the middle of the pandemic, it meant throwing her strategy out the window and launching without a big event. Not that it mattered – four years later and Ofa is one of the most well-regarded names in the industry. “At that point of doubt we only wanted to give hope to those who were anxious,” she adds. “We kind of broke the Arab internet. It was a massive success.”
Comprising earrings, rings, bracelets and necklaces crafted from 18k gold and an impressive selection of precious stones including princess-cut diamonds, lozenge-cut emeralds, pavé-set blue topaz and yellow citrine, each one of Hala’s effortless styles is designed to elevate even the simplest of outfits. What’s more, the entrepreneur is passionate about collaborating with Dubai’s best artisans to create her handcrafted jewellery, and has continued to work closely with the local community ever since the brand’s inception.
As a staunch advocate for women who buy fine jewellery for themselves – “I cherish these pieces more than gifts as they remind me how independent I can be,” she says – Hala may design with strong and powerful women in mind, but it’s important to her that clients know she is only an email away. “I want everyone who wears our pieces to feel free to reach out and enjoy the story of Ofa,” she adds. “And most importantly, enjoy the bling.”
Images: Supplied.
From Harper’s Bazaar Arabia February 2024 Issue.