The founders describe their philosophy as a journey through time and tradition, conveying the stories of their culture in meticulously crafted jewellery that has global appeal. They met when the bin Shaibans were looking for jewellery for a family wedding and everything they found “was either too simple or too overwhelming,” says bin Shaiban. “Abdulla took a ring out of his pocket and asked, ‘Are you lookingfor something like this?’ and it was precisely what we had in mind.”

Bin Shaiban says they realised there was a gap in the market in representing Arab culture. “Everyone in this region wears pieces by well-known international brands and tries to make them relevant to them,” he explains, “and there’s nothing wrong with that, but where’s our culture?” The duo counts their Emirati culture and identity as their single source of inspiration, and it is also their departure point in communicating their identity and the brand’s narrative. “Gafla is how we export our stories. It tells people where we’re from,” says bin Shaiban. “So, it almost doesn’t become about the jewellery, but rather, the story behind it.” They merged their different yet complementary upbringings – Beljafla in cosmopolitan multicultural Dubai and bin Shaiban in quiet Al Ain with its rich nature and tradition

 

 

– to form a balanced basis for Gafla. As a child, bin Shaiban describes being surrounded by family and feeling inspired by his grandmothers’ gold jewellery and colourful clothing. He was also fascinated by the oasis and jungle of palm trees in Al Ain, which sparked creativity in him and influences Gafla’s creations today. “Mothers and grandmothers are schools, and I will always go back to them because they are a source of knowledge,” he says. “Every family in the UAE has an expert in something; one of my great aunts is a spice-maker, another is a perfumer, and my paternal grandmother is passionate about farming and agriculture. Life in Al Ain and the UAE brims with tradition and heritage.”

 

 

Beljafla, on the other hand, recalls growing up during Dubai’s 1990s boom amid countless new luxury resorts and architectural wonders. He says meeting people from different cultures was normal and part of the lifestyle, recalling fond memories of the annual Dubai Shopping Festival, which attracts millions of international visitors.“It was our mothers and extended family that led us to be proud of our roots, and in many ways, just as they say, ‘it takes a village to raise a child’; for us it was the neighbourhood,” he says. “We looked after each other, ate together, prayed together and celebrated together. It is an education, and it is also a reflection of our values.”

 

 

Beljafla went on to study fine art in London, while bin Shaiban pursued a degree in advertising in Sharjah. Beljafla began making his own jewellery in London’s hub for jewellery trade, Hatton Garden, while still at university. “My grandmother told me, Stop buying your sisters shoes and bags, and buy them jewellery; it’s timeless and lasts forever,’” he says. “As a student I couldn’t afford much, so I would go to the wholesalers and gemstone dealers in Hatton Garden, find a workshop there and make jewellery for my family and friends – just for fun.” Bin Shaiban describes having always had a passion for photography and painting, as well as collecting stones. “I love hiking, so whenever I went, I would collect quartz and tiny stones,” he says. When Gafla was born, Beljafla took on the role of creative director, while bin Shaiban looks after finance, marketing and management. Initially, they both did a deep dive into research, learning as much as possible about their culture and the jewellery industry, as well as taking courses. Beljafla became a certified gemmologist at the Gemological Institute of America and learnt to be a goldsmith. And through their bespoke clientele in those first few years, before opening the Gafla store in Dubai’s Design District, the pair say they gained perhaps the most crucial knowledge from the established suppliers in the souks.

 

 

Known as the ‘City of Gold’, Dubai’s long history with this precious yellow metal, stemming from its role as a major trading port, is a source of celebration for Gafla. Pearls, too, have been a livelihood for many Emiratis for decades, which is another aspect to showcase. “Everyone’s family here was somehow part of the pearl industry, whether as divers or merchants or resellers,” explains Beljafla. “This knowledge is dying out and we want to revive it.”

 

 

 

Gafla collections soon came, each with an Emirati name and a story behind it, the first of which was called Jumah , meaning Friday. “It was all about the blessing of our family gatherings on Fridays,” says Beljafla, “and the colourful abayas and jalabiyas that everyone wears. Our homes are full of colour, because we live in the desert.” Bin Shaiban continues, “It’s what we feel inside. That’s the beauty; we’re trying to touch on sentimental parts of our lives, things that instantly resonate with people.Like perfume, which has been here for centuries.”

Perfume holds a deep significance in Emirati culture, symbolising hospitality, tradition and personal identity. Scents – particularly those made from oud, amber, musk and rose are more than just fragrances – they are an expression of warmth, status and heritage. For bin Shaiban and Beljafla, perfume also means home. As part of a collection called Merwad , they created petite perfume bottles made from 18K gold with a ring of tiny diamonds around the neck, along with smaller pendant versions. “It’s an homage to the women in our families,” says bin Shaiban. Clients have told them it reminds them of bottles their grandmothers owned, and touches on the Emirati traditions of hospitality where house guests are greeted with a tray of the family’s own fragrant mix of essential oils. Creating a Gafla signature scent is in development, inspired by the oud, amber and rose perfume they created to spray onto the Indian raw silk used to wrap clients’ purchases. “People started to tell us how much they loved the scent and asking where they could get it,” bin Shaiban says. “Every time I buy something, I’m thinking about how I would translate it into our design language. The bigger picture is to eventually create a complete maison of Emirati design.”