Biography
KARIM JARRAYA FOUNDER OF THE HOUSE “DIAMELLE”
Lovers of luxury jewellery and watches surely know the Tunisian brand “Diamelle”.
The design and production house owes its reputation to the academic background and long experience of its founder, Karim Jarraya, in the field of jewellery, where he has been immersed since childhood.
The women of Tunisia went to meet this talent: Jewellery is a family business. Tell us how you learned this skill.
Karim Jarraya: You said it. Jewellery is a family business.
I grew up in a family of jewellers, my father has been one since 1976. So was my uncle, so I was surrounded by gold, diamonds and jewellery. My father was a wholesaler, and my uncle had the production unit, so the production chain was complete.
My family passed on this passion to me, and it grew with me. When I graduated from high school, it was obvious for me to go to the school of arts and crafts. The program was clear, I wanted to specialize in luxury product design and luxury jewellery. When I graduated from university, I went to Antwerp to refine my specialization. I followed a training course at the Diamant in HRD, one of the most renowned gemological laboratories in the world. When I returned to Tunisia, I was an expert, diamond trader and gemologist.
I then founded Diamelle, strongly inspired by the Jarraya family jewellers, but with a real imprint and a targeted niche. I wanted to explore the path of creation and innovation.
F.D.T: Specifically, what is the creative process at Diamelle?
K.J: We start by searching for the most beautiful and unique gemstones or coloured stones, or even diamonds. We select this raw material which then becomes our creative constraint. Everything revolves around these stones. We have to adapt our thinking to them. Then begins a work of research, monitoring of current trends, whether in Tunisia or internationally, but more internationally I would say. Unfortunately, we are still a receiver of trends in our country.
