Cairo-based jewelry brand FYR has launched a new capsule collection called Dear Sinai, offering a thoughtful tribute to heritage through design. The release was introduced through a Mother’s Day campaign titled To Your Mother, which avoids traditional sentiment and instead explores deeper themes of inheritance—of land, memory, and ritual.
At the center of the collection is the Ommi ring. In Arabic, “ommi” means “my mother,” but in this context, the word extends to mean the motherland, the earth, and the origin of life. The ring, made of 927 silver, has a sculptural shape. It is designed not just as jewelry, but as a symbol of something larger. FYR’s founder, Farah Radwan, explains that the collection is about transmission, not decoration. “It’s not sentimental,” she says. “It’s structural, and it honors what holds us.”
The campaign was introduced through a short film, shot in calm, careful scenes. It features Cherifa El Bakly, an older woman, sitting quietly in a sunlit room, looking at her reflection. Radwan says this moment is not about mourning age, but recognizing one’s own image and history. El Bakly’s presence gives the campaign a grounded, dignified tone. She appears not as a symbol, but as a full person—reflecting on beauty, time, and self-worth.
Radwan chose to feature an older woman at the heart of the campaign because it felt natural. “There’s power in letting someone see themselves without nostalgia,” she says. “It’s not about looking back. It’s about looking through.” She describes the campaign not as a tribute, but as a connection—between generations and between what is seen and unseen.
The Dear Sinai collection takes its name and inspiration from the Sinai Peninsula. Its pieces are influenced by spiritual customs from the region, rather than by fashion trends. One standout design is the Ain ring. It is shaped like an eye, set with a citrine stone, and draws from the shamalyagh—a protective ritual passed from mothers to daughters in North Sinai. The ring is simple in form but rich in meaning. “You don’t need to say everything for it to be understood,” Radwan says.
FYR releases its pieces slowly, without large marketing campaigns or mass production. Each item is accompanied by a printed card explaining its story and symbolism. Radwan does not see her work as part of the fashion industry, nor does she call it art. “This isn’t status jewelry,” she says. “It’s memory jewelry. It carries something with it.”
Since founding FYR in 2018, Radwan has chosen to stay small. The jewelry is made in limited quantities and sold directly to customers. There are no plans for wholesale or rapid expansion. For Radwan, the value of the collection lies not in its scale, but in what it preserves—cultural, spiritual, and personal meaning.
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