Dubai-based fine jewelry brand, Tanaché, was founded by TouaibaJdahim in 2018. The line of delicate and minimalist jewelry prides itself on being stackable, customizable and effortless. The brand looks to uplift and empower women, and the designer herself, Touaiba developed Tanaché to act as an alter ego, a persona that could be embraced as a way of asserting self-confidence. She designed her brand with the hope to help women look and feel great while also celebrating the distinctive qualities that make them unique.
Tanaché’sfirst collection, Petite, consisted of a range of small, simple but significant styles with the concept that beauty can be discovered in the most unassuming places and that “a touch of sparkle” is all that is needed to elevate a look. The collection consists of elegant accessories in nine individual styles, designed for everyday wear. The pieces are crafted in 18-carat gold and dotted with pavé diamonds for added glamour.
AboutHer.com managed to catch up with the Arab female entrepreneur, founder, and designer of Tanaché, TouaibaJdahim to find out about where it all began.
Tell us about Tanaché and your brand philosophy.
Tanaché’s mission is to uplift women by allowing them to express themselves through jewellery. Our pieces are designed to be mixed and matched within the collections, according to the wearer’s style personality. Tanaché is designed to highlight the characteristics that make women unique and inspire others to do the same.
What compelled you to launch you own affordable fine jewellery line?
Jewellery has always been a passion of mine and something that I felt should be accessible to many. Although we use high quality material such as 18 carat gold and diamonds, we wanted to have an affordable price point so many people can enjoy our designs.
Where do you draw inspiration from when you design your pieces?
I find inspiration in the most unassuming places. Whether it’s through travelling, in nature or through observing people around me, inspiration can be found almost anywhere, as long as you remain open to it.
Your brand logo includes a lotus flower.What is the significance of that?
The lotus flower is a mark of purity, enlightenment and rebirth. It’s a very symbolic emblem that I felt captured the essence of the brand.
What is it about Tanachejewellery that makes it so unique?
Our uniqueness stems from our product versatility; through mixing and matching items depending on the wearer’s own style to create a completely unique look.
Who is the Tanache woman?
The Tanaché woman isn’t defined by her age, nationality or even her religion. She is someone that celebrates what makes her unique and doesn’t limit herself.
Who are the women that inspire you and why?
I’m inspired by strong, confident women who stand up for important issues or make a positive difference in the lives of others.
As an Arab female entrepreneur, how do you use your brand to empower other women?
The Tanaché brand promotes self-expression through jewellery, giving women the confidence to standout by embracing their individuality.
What motivates you?
I’m motivated by my passion and my desire to succeed.
What do you see for Tanache in the future?
My goal is to expand our reach by adding to our portfolio of stockists, both regionally and internationally.