This week we chat with Sweta Mehta and Chandni Mehta, founder and co-founder of SWE ME, a UAE-based jewelery brand.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
Sweta’s journey into the world of jewelry was almost preordained. Born into a family of diamond traders and later marrying into another, she was immersed in the industry from a young age. What began as a personal creative outlet, designing jewelry for herself as a form of self-expression, quickly blossomed into a thriving business. Sweta’s innate talent for acquiring, elevating, and showcasing the beauty of precious stones, combined with her family’s deep-rooted knowledge of fine jewelry, forms the very heart of SWE ME.
Joining her mother is Chandni Mehta, who literally grew up surrounded by the allure of gems and jewels. From attending her first jewelry show as a child to falling asleep to stories of diamonds, her upbringing has profoundly shaped her perspective. A BA in History & International Relations from King’s College, London has provided her with a unique understanding of how history, culture, and personal narratives intertwine with the world of jewelry. At SWE ME, Chandni complements her mother’s creative vision by leading the brand’s growth and marketing strategies.
Together, Sweta and Chandni represent a powerful blend of artistic vision and business acumen, carrying forward a family legacy while forging their own path in the world of fine jewelry. Let’s hear more about their journey and the inspiration behind SWE ME.
The collection is described as a “tribute to unforgettable gatherings.” Can you share a specific memory or feeling that inspired the Disco Bug collection?
The Disco Bug collection is a tribute to the euphoria and unity that vibrant social gatherings inspire, particularly those illuminated by the mesmerizing glow of a disco ball. One vivid memory that shaped this collection is from my childhood—a six-year-old me standing beneath a shimmering disco ball at my parents’ housewarming party. The way it transformed the room with scattered light felt magical, almost as if time stood still and everyone was connected by the rhythm of the music. This collection captures that electric energy, celebrating the joy, freedom, and timeless memories forged on the dance floor.
Beyond the visual aspect of the disco ball, what emotional or social qualities of disco culture did you aim to capture in the collection?
The Disco Bug collection goes beyond the aesthetic allure of a disco ball to embody the spirit of liberation, inclusivity, and joy that defined disco culture. It represents the emotional release of letting go, the celebration of individuality, and the unity of people from all walks of life coming together to simply enjoy music and connection. Disco culture was about unapologetic self-expression and acceptance, and those values are woven into the essence of the collection.
How did you translate the “scattering light” effect of a disco ball into the design and construction of the jewelry pieces? What specific techniques or materials were used?
To replicate the “scattering light” effect of a disco ball, we incorporated precision-cut-colored gemstones—such as sapphires, tsavorites, and amethysts—arranged in a dynamic way to reflect light from every angle. We paired these gemstones with lightweight, reflective titanium, which amplifies the play of light while maintaining a sleek and modern finish. The combination of vibrant colors and the multi-dimensional, mirrored surfaces creates a prismatic effect, bringing the energy and magic of a disco ball into every piece.
Sweta, given your family’s background in the diamond trade, how did this traditional knowledge influence your approach to design and craftsmanship in SWE ME? Did you face any challenges transitioning from the business side to the creative side?
Growing up in a family deeply rooted in the diamond trade, I was surrounded by a world of precision, artistry, and an unwavering commitment to quality. This environment instilled in me an innate understanding of what makes a piece truly exceptional—details like symmetry, brilliance, and craftsmanship became second nature. These principles have profoundly influenced my approach to design at SWE ME, where every piece reflects both technical excellence and emotional resonance.
Transitioning from the business side to the creative side was not without its challenges. While I was well-versed in the technical aspects of diamonds and gemstones, expressing myself creatively through design was a new and deeply personal journey. Initially, I designed for myself, with no intention of expanding beyond that. However, the genuine interest and admiration my pieces received encouraged me to embrace the creative process fully. This shift allowed me to channel my knowledge into creating designs that are not just visually stunning but also meaningful.
Chandni, you mention being influenced by how “stories are passed on as heirlooms and jewelry.” How does this concept manifest in SWE ME’s brand identity and the design of your pieces?
At SWE ME, we believe jewelry is more than an accessory—it’s a vessel for emotion, memory, and legacy. This philosophy is deeply embedded in our brand identity. Our designs are crafted to transcend trends, becoming timeless heirlooms that capture life’s most meaningful moments.
Our designs bring storytelling to life with intricate craftsmanship and emotionally rich details. For example, our Disco Bug collection was inspired by a childhood memory of my mother’s—a disco ball at her parents’ housewarming that transformed the room with vibrant colors. Similarly, our Dew Drops collection reflects core memories of both of our childhoods in Belgium, waking up to the sight of morning dew on trees and plants around our homes. Those serene moments became a comforting part of our drives to school and inspired designs that celebrate the delicate beauty and tranquility of nature.
Each SWE ME collection honors past stories while inspiring new, meaningful narratives. Every piece is designed to celebrate personal connections and mark life’s milestones, relationships, and memories.
Chandni, you have a background in history and international relations. How do these diverse experiences inform your role in marketing and business development for SWE ME?
My background offers a unique perspective that greatly informs my approach to SWE ME’s marketing and business development. History has taught me the power of context and storytelling—understanding how people, cultures, and traditions shape one another. This insight helps me craft narratives that resonate deeply with our audience, whether through a campaign, a collection, or our brand’s overarching identity.
Meanwhile, my experience in international relations equips me with a global perspective and an appreciation for cross-cultural nuances. In an industry as diverse and multifaceted as fine jewelry, this perspective allows me to connect authentically with audiences worldwide and identify opportunities in different markets. It has also shaped the way I approach collaboration, emphasizing thoughtful partnerships and meaningful connections, much like the ethos of our brand.
Ultimately, my background enables me to translate SWE ME’s artistry into a universal language—one that bridges cultures, evokes emotion, and speaks to the timeless beauty and storytelling inherent in fine jewelry.
SWE ME is described as starting as a “passion project” for Sweta. What was the pivotal moment that made you both decide to turn it into a full-fledged business?
The seed was planted when the pieces I created for myself began to attract genuine interest and admiration from others. What began as a passion project quickly evolved into something greater, people wanting to own the designs. The encouragement I received revealed a real demand. The turning point came when Chandni, seeing the potential, suggested, “Let’s do this together.” That moment sparked the decision to transform SWE ME into a full-fledged business.
The phrase “there’s a SWE ME for every story” is used. Can you elaborate on what this means in terms of your target audience and the variety of styles offered by the brand?
“There’s a SWE ME for every story” reflects our belief that jewelry is deeply personal and holds meaning unique to each wearer. It speaks to the diversity of stories, milestones, and moments that our pieces are designed to represent. Whether it’s a statement piece for a bold personality, a delicate design for someone who values understated elegance, or a custom creation to mark a special event, it offers a variety of styles to resonate with every individual. Our audience spans a broad spectrum—those who cherish meaningful craftsmanship, those who seek to express their personal journey, and those who want jewelry that reflects their unique story. The range of styles and designs ensures that every piece holds significance and become heirlooms that transcends generations.
What are your long-term aspirations for the brand? Do you envision expanding into other product categories or exploring new design aesthetics?
Our long-term vision is to build a legacy of artistry that honors personal stories through timeless craftsmanship. While fine jewelry remains our focus, we’re exploring complementary categories like fine accessories that align with our values of elegance and individuality. We aim to innovate continuously, blending new aesthetics and materials with our commitment to quality and emotional resonance.
How does the brand balance tradition (given your family histories) with innovation in the fine jewelry space?
SWE ME balances tradition and innovation by blending our heritage of fine craftsmanship with a forward-thinking approach to design. We honor age-old techniques like precision setting and attention to detail, while pushing boundaries with modern materials, innovative techniques, and bold aesthetics. This synergy creates jewelry that feels both timeless and fresh, appealing to contemporary tastes while preserving the essence of tradition.
Jewelry is a “symbol of confidence and self-actualization.” How do you measure the success of Swe Me beyond financial metrics, in terms of its impact on the wearer?
Success for SWE ME is measured by the emotional and transformative impact our pieces have on wearers. When someone feels confident, empowered, or connected to a meaningful memory through our jewelry, we know we’ve succeeded. Our goal is to create pieces that elevate self-expression and serve as tangible symbols of personal growth and milestones.
What are the biggest challenges you face as a family-run business in the competitive jewelry market? And what are the unique advantages?
The biggest challenge we face is ensuring that we make meaningful noise, rather than becoming just another voice in an already saturated industry. In such a crowded space, standing out and maintaining our unique identity is key.
Additionally, challenging traditional techniques and pushing for innovation in design comes with their own set of hurdles. Finding ways to integrate new methods without compromising on craftsmanship or quality is a constant challenge that requires both creativity and precision.
On the positive side, the strength of our family dynamic lies in how we complement one another. I bring the experience, technical knowledge, and an eye for aesthetics, while Chandni contributes her deep understanding of current trends, the pulse of the market, and her ability to engage with our audience. Together, we create a synergy that allows us to stay both rooted in tradition and relevant in today’s ever-changing landscape.
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