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Lezima Gomes
Doha
Reem al Shamari is a young Qatari designer who has come up with a beautiful concept that will literally immortalise the people we love. Shamari is the founder and CEO of Witr Jewelry that captures the 'imprint' of the iris of a person and transfers the image on to precious metals, which can then be worn in the form of jewellery.
Shamari says that the idea came from a simple thought that stemmed from the impossibility of literally immortalising a person. ''This new concept will undoubtedly be recognised as unique, a special gift that will forever be precious and meaningful,'' she said.
Currently operating out of Souq Waqif, Witr is also working on building an online store, which will be available before the end of the year at www.witrjewelry.com
Qatar Tribune's Lezima Gomes spoke to the young jewellery designer to understand the concept and the creative process behind it. Excerpts:
How did you come up with the concept of 'casting' the iris itself?
There's nothing more precious than the eyes. They have a hidden beauty that is unparalleled and forever unique. The beauty of someone's eyes doesn't get born twice; hence, it deserved being immortalised in gold. And from there, I began getting idea after idea to create unique and personally valuable designs. I then began studying and drawing concept designs of jewellery.
What does Witr mean and why did you choose it?
Witr is an Arabic word which means Forever One of a Kind, or The Unique One, or even The One and Only. The name comes from the uniqueness of eye prints that every person has. This uniqueness is only second to DNA!
Tell us about the process of creating this piece of jewellery?
Every customer has to visit Witr's special studio to have their eye print captured before work begins on their desired pieces, whether it is a pendant, a bracelet, a ring, earrings, watch or cuff links.
We spend two weeks on delicately carving the gold to match the customer's eye print. We then add (clear/black) Belgian diamond to represent the pupil.
Witr promises to delight the customers with every line we create. Since Witr means"the forever unique" we will surprise our customers with different lines that will keep providing them with creative ideas of 'Real Personal Value'.
What is the price range?
The price depends on whether you want your piece to be with a diamond or without. The eye print engraving with clear Belgian diamond is QR13,800. The eye print engraving with rare black Belgian diamond is QR10,000. The eye print engraving without diamond is for QR5,800. And this price range only includes the collection of Ieva (bracelets/pendants). Though I would say when it comes to prices we believe that every piece we make is absolutely priceless for the precious personal value it has since it's a copy of someone's eye print.
What are the materials used? Is there an option of customising orders?
We give customers the freedom of choosing their favourite material to be used to make their special piece. We also use 21k yellow gold/rose gold/white gold and as well as 18k yellow gold/rose gold/white gold. Some customers ask for special customised chains or different colour frames. Witr believes every customer is a VIP. We try our best to satisfy them.
Where are they manufactured and how long does it take for the final product?
Witr is a 100% Qatari product. The process might be a little lengthy, but definitely worth the wait. Every piece takes at least 3-4 months which in the future will take less time to deliver as we are working on some high technology.
How has the jewellery been received so far?
When Witr had been chosen to participate in the Doha Jewellery and Watches Exhibition 2016, we were pleased with the attention we got, especially from high-end customers from all over the world. Witr managed to impress the customers who looked for rare and precious lifetime treasures and not just pieces of jewellery. We have taken orders from all over the world and received VIPs who were highly interested in this one-of-a-kind concept. We have also received an invitation to participate in DJWE 2017 for the impact it had on the visitors.
Do you plan to launch a different type of jewellery in the future?
We announce collections only after they've been copyrighted and patented. We have a new line that will be out soon which is special in every way.
What have been the biggest challenges that you have faced you so far with Witr?
Witr's mission isn't easy at all, because it has chosen a name that should keep people impressed with new ideas and designs. We're all up to stand by our name and keep Witr on top of all other brands.
Have you considered replicating the iris with precious stones instead of gold?
Yes. Witr is bound to come back with surprises all the time. So, stay tuned!
What inspires you as a young Qatari entrepreneur? Your advice to budding Qatari entrepreneurs
I'm a lover of nature, but I might spend excessive time contemplating a single creation allowing my artistic imagination to express itself. It's a beautiful process every time the idea of another piece of jewellery hits me. It's all out in nature, only if you stop and contemplate deeply the beauty around, will it engulf you in every way. My advice to Qatari entrepreneurs is to let loose their creative thinking. Explore the untouched areas of possible business ideas. Be a leader and not a follower.
Future Plans?
I have chosen to enter a world full of challenge and creativity with a promise to impress. All I can see is that a colourful journey has just begun for me. Witr is a young star that chose to stand amongst giants in the jewellery business. Every customer of Witr will be treated as Witr.
