What made you decide to start Olena Jewellery?

Ashman: Back in the UK, Alia and I would often go down to London on weekends to get new ear-piercings. We were into affordable pieces that we could use to style multiple piercings. In London, the choices were endless. When we first moved back to Malaysia, we felt our options were limited for accessible, everyday jewellery that we could stack and style, which also didn’t compromise on quality.  It was that sweet spot between high-end fine jewellery and fashion jewellery that we were missing here, so we decided to start our own.  

Farouk: Here, we saw many jewellery brands that retailed statement piece jewellery, pieces crafted to be worn on their own. There weren’t that many local brands that truly spoke to our personal style, which is more understated and minimal.

As Nisa mentioned, we have a lot of ear-piercings and we tend to look for jewellery that can be styled well collectively, jewellery that shines well when worn together. 

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In what ways does Olena reflect your values?

Farouk: In the last few years, Nisa and I have really tried to shop consciously, so lifetime worth is very important to us. We’re interested in products that are of higher quality even if it means the price point is slightly higher.

With Olena, the materials and the processes that are typically used in demi-fine jewellery production are to provide good quality, durable products with a fair price to match it. This is our way of making luxury accessible to everyone.

Ashman: We've put in effort to make our small business sustainable. The pieces we design are meant to last and to be loved for as long as possible. We launch our products in small quantities to test demand and avoid overproduction. Right now, we're in the midst of producing new pieces made entirely from recycled metals and stones. So that’s something to look out for in the new year. 

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Tell us about Olena's recent new releases.

Farouk: The three pieces we recently launched are the Inverted Link Hoop, the Inverted Link Ring and the Lapis Link Ring. The Inverted Link designs are completely encrusted in cubic zirconia while the Lapis Link Ring is of course coated in lapis, a semi-precious coloured stone.

The inspiration behind it is actually New Year's Day celebrations. New Year’s Day for our family is a very big deal; after Raya, it’s one of the biggest holidays for us. Our late grandfather was very adamant that we all spend every New Year’s together.

Before the pandemic, these gatherings used to be abroad. So on New Year’s Eve, we’d all get dolled up and celebrate at the hotel’s New Year’s Eve party, complete with metallic streamers, confetti and party poppers. 

The new additions to Olena's collections are sort of an ode to those happy times and beautiful moments with our family.

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What's your favourite way to style jewellery?

Ashman: I like to stick to one type of metal, usually gold. I’d start with a slightly bigger piece for my first ear-piercing and then stack on smaller pieces: hoops and studs. I tend to gravitate more towards a floral theme when it comes to my ear-piercings. But it usually depends on how I feel day to day.

Farouk: I love mixing studs and huggies. It's all about having a variety of jewellery types on the ear. I’ve got rings at the top, huggies at the bottom and studs along the way. I love layering and stacking necklaces. When they're all worn together, it creates such a statement piece. Minimal effort for maximum effect.

Looking back a year after founding Olena, what were the biggest obstacles you had to overcome?

Farouk: Olena is a business born in lockdown. We were sourcing for the right manufacturer in the middle of a pandemic, when factories around the world were closed. We couldn’t travel and therefore couldn’t visit manufacturers to get a first-hand look at their production process, the working conditions and whether or not their workers were compensated fairly.

During the Covid-19 pandemic, we’ve seen a surge of new brands surfacing, many of which offer demi-fine jewellery. The main thing we had to learn was finding our place and our voice among all these brands that each have something different and unique to offer the market. It's an ongoing challenge. 

What's the best part about running a business with your cousin? 

Ashman: We have a trust and understanding between us which helps us work on challenges together. Whatever issues we encounter, we have each other to turn to at the end of the day, along with a strong support system of family and friends who have helped us overcome every doubt and hesitation.   

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