Swe Me, a jewelry brand created by the Dubai-based mother-daughter team Shweta and Chandni Mehta, has made its first appearance in the United States. The brand launched at COUTURE in Las Vegas with a unique collection of titanium jewelry. These pieces are colorful and carefully designed. The founders say they see jewelry not just as decoration or a trend, but as a form of emotion that should be felt and seen.
Shweta Mehta, the designer and co-founder, explains, “We wanted to make a strong statement. We did not want to blend in but stand out. That is why we chose titanium instead of gold and colorful stones instead of traditional diamonds. Our designs celebrate life, friendship, love, and feelings.”
Shweta comes from a respected diamond-trading family and married into another. She remembers starting by quietly designing jewelry for herself. She was inspired by international trade shows she attended with her husband. There, she collected gemstones that caught her eye and turned them into bold jewelry pieces. She says, “I wore these pieces to dinners and events, but they often disappeared. My friends would take my jewelry and ask me to make new ones for myself.”
In 2006, encouraged by her husband, Shweta began designing jewelry for her family’s business in Antwerp. She created unique high-end pieces for private clients. However, Swe Me started years later from a personal place. Shweta recalls, “I told my daughter to go live her dreams. She replied, ‘Okay, Mom, let’s live yours.’ I was surprised. Then she reminded me that I had always wanted to create a brand and design jewelry based on my own style. She said, ‘Let’s do this together.’ We never planned to start a brand, but here we are. I could not have done this without Chandni.”
Though they admit they argue a lot while working, they say this is part of their creative process. “We challenge each other all the time. That’s how our designs improve,” they add.
The brand was founded in 2023. During that year, they focused on creating the brand identity, packaging, and prototypes. Swe Me balances tradition with innovation. Chandni says, “Our designs mix contrasts: bold and delicate, fluid and structured, nostalgic and modern.” Shweta leads the creative direction with a natural understanding of gemstones and shapes.
One standout collection is Disco Bug. It is a colorful and energetic tribute to Shweta’s childhood memory of a spinning disco ball. Shweta says, “When people see Disco Bug, they think of us immediately. Creating that in one year feels amazing.” The Disco Bug collection features rings, necklaces, bangles, and earrings made of titanium. These pieces are decorated with gems like tsavorites, sapphires, and amethysts. Shweta notes, “Titanium is not for everyone. It is for those who already own classic jewelry and want something more artistic and expressive.”
In contrast, the Dew Drops collection is made with yellow and white gold. It is inspired by misty Belgian mornings. Shweta was moved by the sight of dew-covered trees seen from a car window on the way to school. This collection uses rose-cut diamonds to represent dew drops and bring movement to the jewelry pieces. Chandni says, “The soft curves and quiet details capture the calm beauty of stillness.”
As Swe Me grows in the UAE and plans international pop-ups, the mother and daughter stay true to their shared belief. They say jewelry should be personal, emotional, and made to last for many generations.
Related topics:
- Domestic Gold Jewelry Price Returns to 1,000 Yuan Per Gram
- Elaborate Jewellery Heist Devastates Family Business
- Popular Jewelry Brand Pandora Opens New Store in Dauphin County
