The inspiration for Auriane’s designs has always been the art of sculpting an accessory from the highest quality fabrics and embellishments. Years of experience culminates in the perfect headband shapes offering unparalleled comfort.
OUR STORY
We are not just a jewellery brand, but a symbol of strength, transformation and resilience of the human spirit. We believe that jewellery should be more than just an accessory; it should be a reflection of who you are, and what you stand for. We celebrate the beauty, determination, and perseverance of all individuals, regardless of their background, identity, beliefs, or sexual orientation. We create jewellery that is designed to be worn and loved by people of all ages, including members of the LGBTQ+ community.
Our designs reflect the unique personalities, styles, and aspirations of individuals, helping them to express themselves and make the wearer beautiful, confident, and capable of achieving their dreams and overcoming any obstacles that comes their way.
We want to empower individuals to embrace their true selves and celebrate their inner strength, with jewellery that not only looks beautiful but feels empowering. We strive to provide the highest quality craftsmanship and customer service, using ethically sourced materials.
Every piece of our jewellery we create is a testament to the human spirit, a reminder of the power within each of us to transform and overcome. Join us on this journey of empowerment and self-expression, and let your jewellery by a symbol of your strength.
Good things take time.
Being a blogger, Deema discovered that customized jewellery was unheard in Singapore and not easily affordable for non-affluent customers.
While working full-time, Deema launched a custom-made fine jewellery business and her first two customers were her mom and her friend.
Deema had to conduct jewellery consultations at void decks, cafes, and clients’ homes. Additionally, she participated in events and expos, and distributed flyers in public areas and mailboxes to promote her services.
from local publications and TV programmes, and also gained attention through positive word-of-mouth from happy customers.
in recognition of excellent customer service & quality
To heal herself, she exited the business and took a break from the public eye.
however, she continued to struggle and experienced a loss of confidence and self-esteem.
where she pursued her Masters. Also, she pursued an extensive jewellery course. She is now a certified jewellery designer, CAD designer, and metalsmith.
to relaunch a jewellery brand under her own name, symbolizing her survival and transformation.
Deema is launching in July 2023 with its first 3 collections – Serpent’s Resurgence, Your North Star and Regalia Sultana as a symbol of strength, transformation and resilience of the human spirit.What you see today started with nothing but determination, purpose and about $50 in my pocket (years ago). She followed her instincts, stayed true to thoughtful practices and was fortunate to have supportive people who lead her with love.
I’ve been passionate about designing and creating jewellery for over 15 years. My journey in the jewellery industry began when I founded my own custom-made fine jewellery brand, and I haven’t looked back since. When I decided to start Deema & Co., I knew I wanted to do things differently. Besides bringing in all day everyday collection, specially design collections that comes with a story and purpose, I am also offering personalised service (customisation) – because thats what jewellery should be – one-of-a-kind and meaningful piece that tell your unique story and that you will cherish for a lifetime.
My belief is that each person has their own battles and unique journey worth celebrating, whether they’re facing adversity or celebrating a milestone. That’s why the taglines of Deema & Co. sum it up so well: “Let your jewellery tell your story,” “Transform your story with Deema & Co.,” “Own your story, wear your power,” and “From adversity to beauty: your story in jewellery.” The brand is all about embracing your inner strength, perseverance, and empowerment. And, our jewellery is not just for the ladies – I am a big proponent of diversity and inclusion, and want everyone to feel confident and included. So, whether you’re facing adversity or celebrating a milestone, I hope Deema & Co. jewellery inspires and uplifts you, and serves as a daily reminder of your inner strength and that you’re unstoppable!
Refined craftsmanship and the use of high-quality materials are crucial in creating a piece of jewellery that exudes brilliance and withstands the test of time. At Deema & Co., we place great importance on selecting materials that not only produce stunning jewellery, but also have minimal impact on our planet and the communities around us.
90%
of our SILVER metals are recycled
Over 90% of the metals we use are recycled, and we are committed to growing that number.
90%
of our GOLD metals are recycled
We know that the good our jewellery does can ripple beyond the people who buy and make it.
Our gold vermeil jewellery is made to last with 1 to 2.5 microns of 14k to 18k gold layered onto 925 sterling silver, thicker than standard gold plating. Committed to sustainability without sacrificing quality.
We use certified 925 sterling silver, a highly durable material made of 92.5% pure silver and alloys. Our silver is 90% recycled, reducing emissions and waste without compromising quality.
Our 14k to 18k solid gold jewellery is made with certified 100% recycled gold, offering a beautiful and sustainable option. It’s durable, scratch-resistant with additional protective coating and has a soft yellow hue that lasts.
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