The Women Behind Deema

Back in 2008 Deema was registered as Oman’s first fine jewellery brand. In January 2009, after months of creating beautiful jewellery inspired by the Omani heritage, Deema launched its first collection in the form of a solo exhibition at Muscat’s prestigious Bait Al Zubair Museum. The exhibition was a huge success; all pieces were sold out within the first 45 minutes. Due to market’s demand, Deema is now not only a fine jewellery brand but a brand specialised in luxury goods such as bone China, linen and objet d’art. But you may wonder who is behind this luxury brand? This post will introduce you to the all women’s team, founder Shadya Al-Ismaily and her daughter and business partner Suad Al-Riyami.


Shadya’s passion for arts and design goes back to her school days. As a student, it was her dream to join school of arts right after graduating from secondary school. Instead, she specialised in an area that has no connection with arts and design. In 1988, Shadya graduated from University of Ain Shams, Cairo with a degree in Accounting and in 1996 gained her MSc in Finance from Strathclyde University, Glasgow. Shadya’s 22 years career in finance were in both the public and private sectors. Although Shadya undertook different exciting roles in her career; her love for arts and design did not shy away. During her free time, she would take up various art works like painting, interior design projects and jewellery design. The mastermind behind Deema’s outstanding designs is Shadya.


Suad is a fashion, beauty and everything glamorous lover. Her childhood dream, amongst others, was to be a fashion designer. However, she graduated in 2011 from Nottingham University with a degree in Law. In 2012, Suad gained her Post Graduate Diploma in Legal Practice from Nottingham Law School. Later that year Suad joined one of Oman’s leading firms. The legal knowledge and exposure was amazing but after 2 years of long hours in the office, Suad decided to put her energy into Deema; the brand that she encouraged her mother to start. Suad mainly works on the legal, marketing and PR of the business. She also has some input in the design of Deema’s luxury goods.

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