How Third Generation Fine Jeweller Katia Abou Samra Is Leaving Her Mark On The Industry
From being part of the UAE’s delegation to China to building an in-house daycare for her staff, here’s how she’s thriving in a male-dominated industry, while also supporting others…
Katia Abou Samra is a woman of many talents; she’s a certified gemologist, marketing and advertising graduate, board member of the Dubai Gold and Jewellery group and member of the Samra Group. Katia as she says, “was born into it!” after her grandfather founded Samra in 1941, her love for decadent gems developed rather early on.
Katia chats with Bazaar about getting her start in the jewellery industry, visiting China with HRH Sheikh Mohammad Bin Zayed Al Nahyan, her ‘Dream Big with Samra’ initiative, and much more.
Harper’s Bazaar Arabia (HBA): How did you get your start in the jewellery industry?
Katia Abou Samra (KAS): I was introduced to the magical world of gems and gold at a young age; I remember growing up spending my weekends watching my father create jewellery pieces and it fascinated me. Although jewellery seems like a decorative luxury to a lot of people, I first became infatuated by the rarity of gems and the earth’s natural power to create them, drawn to the journey each gem goes through.
HBA: Being a woman in a male-dominated industry is always a challenge, regardless of the business. Can you discuss how you worked to over come this?
KAS: [It] was really challenging because in every aspect of the business (from the supply chain to the gems sourcing, and wholesale chain), it was very male-dominated, especially in our local market. The biggest [challenge] was to fight the stereotypes about women in the workforce.
I faced it by addressing the smallest detail of my appearance, my punctuality, my professionalism [and], most importantly, my knowledge of the industry alongside the needs of the business. In my early twenties, when all my friends were vacationing, I spent my time flying to every trade show that took place, attending industry conferences and seminars to educate myself about every aspect of the business… I actually remember three days after I graduated from university I flew to Italy to intern at a jewellery factory, while my peers were on their summer breaks. I knew if I had international experience and sufficient information, it would give me [the] confidence to have a voice and be taken as seriously as my male peers and it worked.
HBA: Can you explain more about the “Dream Big With Samra” initiative? Why were you inspired/motivated to launch this initiative?
KAS: I wanted to give back to our community; the best way for me to show appreciation to a community that supported our business throughout the years is to invest in the youth and try to build a new generation of talents.
I have met many young designers who had the talents required to create jewellery lines, but didn’t have access to a manufacturer or the mentorship to help them develop their creations. We decided to give a chance to three aspiring jewellers every year, with a chance to be mentored by myself and sell their pieces within our Samra boutiques.
HBA: Being part of the UAE delegation and accompanying HRH Sheikh Mohammad Bin Zayed Al Nahyan to China must have been fascinating. Why was it important to you to be part of this initiative, and how did it help strengthen relations between the UAE and China?
KAS: It was not only important for me to attend but [I was] very honoured to be the only jewellery representative chosen to join the delegation.
We spent three days in China, where the Chambers of Commerce of both countries arranged meetings and opportunities for business owners to meet, create partnerships and network together.
We were also granted tours to visit some of the most successful businesses in Beijinn, to learn about their operations which I was overwhelmed with, [especially] the number of technological advancements they have applied within their workforce. We witnessed some of the biggest business deals being signed between both nations and the unveiling of the new UAE Embassy building in China.
HBA: How did you come to the decision to build an in-office daycare for your team?
KAS: When my sister gave birth to her twins, I saw how many mothers struggled with leaving their children at home while they went to work — especially when they lived far away.
Today, many mothers are trying to be as “hands-on” as possible, the best version of a mother that they can be; I realised some women had to stop nursing their babies early due to the long commutes to work.
I wanted to increase the female workforce in Samra, so I decided the best way to attract female applicants is [to] create a comfortable work environment for them, even if they have little children that need their attention throughout the day.
HBA: As giving back is very important to both yourself and Samra Jewellery, how do you select the charities you work with?
KAS: It depends on what the world is going through at that moment. If there was a natural disaster that took place, then it would be on our priority list to donate to their relief fundraisers.
In general, we’re very passionate about supporting children and children in need of core necessities—so we always ensure that we fund organisations that support causes related to that. We also make sure to support the elderly by donating to many retirement homes and care facilities that take in seniors who have no one to take care of them. We work with philanthropies that are associated with UNICEF when it comes to giving back to international organisations; locally we have our own network of trusted charities.
HBA: How has COVID-19 impacted the jewellery industry? Were there any measures you took to ensure your business survived during these difficult circumstances throughout the past few months?
KAS: During the pandemic, the gold price has risen very fast. I believe consumers realized that investing in gold is a good security [measure] for moments like these. However, saying that doesn’t mean that the jewellery industry is thriving during COVID.
We faced challenges in our production lines because of the lockdowns, and also in our sell-out as consumers didn’t have the spending appetite. I always put myself in our consumers’ mind whenever I approach any marketing solutions; and I realized that what everyone was feeling was legitimate and the lack of spending appetite was in fact, what I felt too!
So, I decided to embrace the moment and launched the ‘At home with Samra activities’ where we sent our clients various puzzles, jewellery design stencils and other fun games that were related to their favourite collections at Samra. That helped us create engagement with our clients and remain top of mind for when the city reopened!
HBA: What do you think the future of Dubai’s jewellery industry will look like, post-COVID-19?
KAS: I see it [as] positive. My fellow peers from the jewellery industry and I are constantly collectively working on marketing campaigns that are targeted to boost the jewellery industry in general and not just a specific outlet or brand. We work on promoting jewellery during different seasons while making sure to involve as many jewellery brands to participate in the Dubai retail calendar.
For example, we had great promotions going on during the Dubai Summer Surprises, Eid season, working on a Diwali campaign and [we] have an upcoming Dubai Shopping Festival activation. These efforts are to boost the jewellery industry in general and we have seen positive feedback so far.
HBA: What sort of jewellery trends can we expect to see throughout autumn and the upcoming holiday season?
KAS: Keep an eye out for colours! When we think of adding colours to our jewellery, we tend to look for gems or coloured stones but lately, a more accessible way of adding vibrance to jewellery is through lacquering.
Lacquer[ing] or enamel[ling] is a special technique we use to add colour to gold jewellery and it is trending internationally to wear colourful jewellery. What I love about enamel is that we are able to add a specific pantone of colour that we won’t usually find in gemstones.
Follow Katia on Instagram @katiasamra and be sure to visit samra.com for more information.
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