Hiba Hasbini is a jewellery brand based in the UAE. Run by a mother-daughter duo, Hiba Hasbini continues to excel in their line of work, offering unique and extravagant jewellery that depict the highest standards in aesthetic and luxury. The pair continue to work to make the brand both exquisite and accessible, setting new standards in the realm of jewellery.
KHAMSA sat down for an interview with Moni Hasbini, the younger of the pair, and talked about all things Hiba Hasbini.
(All images courtesy Moni Hasbini)
١. Moni, tell us about Hiba Hasbini Jewelry and what it stands for.
“HIBA HASBINI is a jewelry brand that represents the bond between a mother and daughter, translated into timeless pieces. My mother, Hiba, launched the brand 17 years ago, when I was only seven years old. In the past, local home-grown brands used to market and sell their products through exhibitions and pop-ups as online shopping was not popular. Back then, I used to work with my mother during these popups to help her sell her creations.
“Over the years, I went to university and started my career in the PR & Creative communications industry. Eventually, I decided to dedicate myself full time to the brand alongside my mother. Now, after 17 years, my mother and I are working together on HIBA HASBINI, creating a beautiful synergy that elevated the brand to new heights.”
٢. You are an entrepreneur based in Dubai. How would you describe your experience in this city pursuing your line of work?
Being an entrepreneur/business owner in Dubai is a very fulfilling experience, as Dubai offers the perfect environment for growth. The connections you make and the support you get from like-minded people is unmatched. Helping one another runs in our culture, and being in a city that’s so culturally diverse is valuable for growth on a personal and professional level. As a business owner, I value supporting local businesses whenever I can. For instance, we work with Quiqup, a local shipping company to fulfil our customers orders, and they have been a pivotal partner in our journey.
– Moni Hasbini
٣. How has your experience in PR and social media influenced the way you market Hiba Hasbini Jewelry?
“I always say that if I hadn’t previously worked a full-time job in PR and creative communications, I wouldn’t have known how to manage the business nor my social media. While I was working in PR, I had the chance to work with a diverse profile of local, regional, and international brands, where I was able to strategize and visualize the future of HIBA HASBINI from a business perspective.”
٤. Being a frequent traveller, how do different cultures and destinations inspire your content and your approach to the brand?
“Travelling is my creative escape, where I break my routine and get the chance to create without boundaries. In terms of my personal content, I enjoy creating content the most when I’m travelling, since I enjoy showing my audience my outfits and taking them around the places I visit. In terms of my approach to the brand, I’m always on the lookout to see what international brands are doing to get inspiration and learn how different markets operate based on their consumers.”
٥. What are some of the key elements that have remained constant in the brand’s aesthetic since 2006, despite its evolution?
Key elements that have remained constant over the years are simplicity, craftsmanship, and accessibility. It has also always been a mother-daughter business, but we’ve explored this deeply this year, and it’s been going great.
٦. What role does social media play in building the brand’s identity, especially with you frequently showcasing the pieces online?
“Social media plays a pivotal role in shaping our brand’s identity, serving as a storytelling platform and helping create an authentic connection to our audience. I would like to highlight that when I started content creation, I did not know the power of what I was doing. I suddenly found great appetite towards our products, which is when I decided to pursue and grow the business full-time. I was always a firm believer in social media and marketing, and I had the opportunity to witness the impact first-hand. On our website launch day, we received 130 orders, which we didn’t expect and are so grateful for.”
٧. What is next for Moni and Hiba Hasbini?
“Moni and HIBA HASBINI together is an identity. Hiba, my mother, who is also my best friend is a creative – currently designing new pieces. I, on the other hand, am handling everything else from a business perspective, business development, marketing, social media, etc. We’re looking to start growing our team – and we’re taking a very futuristic approach – be indifferent about a person’s educational background as long as they’re creative and curious.
We’re also launching new collections soon and working on interesting marketing and social media strategies. Stay tuned!
