Jewellery today is veering towards celebrating individuality. Two Dubai-based brands, Zei Jewels and Swe Me, may be polarised in form, but are united by one belief – jewellery should be fun! While Zei plays with modular cubism, Swe Me experiments with contoured forms that seemingly move with you.
Zei Jewels’ Classy Cubica Creations
Dubai-based Zei Jewels unveils ‘Cubica’, a fine jewellery modular collection underlined by sculptural, stackable cubes that can shift as per the wish of the wearer.
Cubica is an extension of the brand’s signature concept of interchangeable plates. This time, though, the collection focuses on a cube form, introducing a fun architectural language while staying rooted in Zei’s modular DNA. Each cube is designed to be interactive, allowing the wearer to rotate, stack and reconfigure pieces through simple movements.
Inspired by the famous Rubik cube and the fact that a single shift or twist can instantly transform an outcome, the Cubic collection takes on the same design concept — engineered so the cubes can be unscrewed, stacked and worn in multiple configurations, offering different expressions from a single designer piece.
Each face of the cube reflects a different universe within Zei’s design world. Inspired by the sky, the Astra collection features celestial elements, while the Maris line references the sea to bring in fluid marine motifs. Floris draws cues from the forest’s organic, botanical details. The various motifs on the cubes allow the wearer to choose which story faces outwards.
The cubes are available in different sizes and can be worn individually for a minimalist statement or stacked together for a bolder expression – depending on how the wearer chooses to style them.
At its core, Cubica is guided by a philosophy of thoughtful modularity. Rather than encouraging constant change through new purchases, the collection is designed to evolve through interaction. Small, deliberate adjustments allow each piece to transform while remaining anchored in Zei’s distinctive design language.
With Cubica, Zei Jewels continues to offer designs that balance structure with play and innovation with longevity. The collection reflects a modern approach to adornment where jewellery is not fixed, but fluid, personal and shaped by the individual who wears it.
Swe Me’s Fluid Silhouettes
SWE ME presents an undulating collection of earrings, rings and more from its Sway collection. Founded by a British-Indian mother and daughter Sweta and Chandni Mehta, the brand is rooted in generations of diamond expertise, reimagined through a contemporary, design-led lens. “The Sway was inspired by our name, SWE ME, and the idea of movement and evolution took shape. To sway suggests fluidity, a constant shift rather than a fixed state, much like the journey women move through in life. We wanted to translate that into form, creating gold jewellery that moulds and curves with intention,” says Sweta
The collection developed around this balance of strength and softness. Sculpted in 18-karat yellow and white gold, each piece is designed with unique contours that sit well with the natural movement of the body. Each piece is accented with diamonds that catch the light in motion. “The Sway reflects our belief that fine jewellery should feel dynamic, considered and deeply personal,” says Sweta.