Deema was founded with a devoted spirit and a clear focus: to craft exquisite fine jewellery of exceptional quality; whilst offering unique, imaginative designs that make people feel infinitely special. It all began in 2008, when our founder, Shadya, looked around and saw that many fine jewellery designs looked the same. She missed the thrill and sparkle of discovering original pieces nobody else had and longed to wear jewellery that expressed her individuality.