Describing her own style as “classic with a bit of an edge” when interviewed for Bazaar’s 2017 Best Dressed, Ilke offers a similar twist on traditional fine jewellery pieces through LimeLite.
LimeLite Founder Ilke Shah photographed for Bazaar's 2017 Best Dressed
The nature-inspired jewels are made in 18-karat gold with diamonds and precious gems in a host of motifs, from edgy spider webs and bat wings to gentle wheat sheaves, leaves and butterflies. Tennis bracelets feature rows of tapered baguette-cut diamonds, or a rose gold crisscross cuff is designed with undulating loops of diamonds to enclose the wearer’s wrist.
Diamond and rose gold "Dark Night" ring, Dhs 8,750
One of LimeLite’s most popular pieces is a necklace suspending a vintage clock face pendant, with the timepieces sourced in Europe and mounted in Dubai, where all the jewellery is produced. This mix of old and new is proving popular, with the necklaces only one example of collections that rapidly sell out.
Ilke believes that her brand’s popularity is due to these eye-catching designs alongside tempting prices – the majority of LimeLite’s jewels sit in the Dhs 1,000 to 10,000 range, offering the opportunity to own distinctive fine jewels without breaking the bank. As Ilke explains, “You don’t have to think too much before buying LimeLite pieces."
LimeLite's Butterfly ring in rose gold and pink sapphire, Dhs 8,500
Such is the popularity of LimeLite’s jewels that in February this year Ilke asked friend Minna Bussey to join as a partner, who eagerly accepted the busy challenge. Ilke is now more able to focus on new designs for the collections and develop the personal relationships with customers that are so important to the brand.
LimeLite participates in a number of pop-up events in Dubai such as Luxury Lounge UAE, yet much of the brand’s current success rests on online orders and Instagram engagement. This is no doubt helped by the approachable nature of the brand, for as Ilke says, “I want our customers to feel like they are friends with the designer."
Explaining the brand's future plans, Ilke shares "Online boutiques are the way forward for LimeLite. They’re convenient whilst still keeping this important personal touch.”