Etika Jewels unveils the Fairytale Collection: Sustainable luxury jewellery perfect for the festive season

This holiday season, Etika Jewels, the online-based jewellery brand celebrated for its ethical, sustainable, and stunning designs, unveils its latest release: the Fairytale Collection. Created for those who seek beauty with purpose, this collection combines the elegance of lab-grown diamonds with the ethical standards Etika Jewels upholds.

As a brand, Etika Jewels stands out in the jewellery market by offering modern, affordable alternatives to traditional diamonds—capturing the season’s wonder with jewellery that inspires self-expression and inner magic.

Every piece in the Fairytale Collection is thoughtfully designed to embrace and celebrate individuality. From rings and bangles to necklaces adorned with marquise and pear-shaped lab-grown diamonds, each design invites wearers to experience a sense of flow, movement, and grace. This collection reimagines luxury for the modern, conscious consumer—those who want their jewellery to not only sparkle but to stand for something meaningful.

“With the Fairy Tale Collection, we want to celebrate the magic we all carry within. It’s an invitation to rediscover the wonder, beauty, and enchantment in the smallest details of life”, says Basma Chaieri, Founder of Etika Jewels. “Each piece reflects the beauty of sustainable craftsmanship and speaks to our belief that jewellery should be personal, empowering, and ethical. This collection is for those who dare to wear their inner magic on the outside”, she adds.

Also included in the Fairy Tale collection is the Ear Jewels line, featuring climbers, cuffs, ear jackets, and piercings. These pieces, designed to be mixed, matched, and layered, celebrate the playfulness and versatility of modern jewellery. They are crafted for those who wish to curate their own looks, embodying the spirit of self-discovery and the freedom to express oneself.

To bring the Fairytale Collection to life, Etika Jewels has released a campaign video that captures the dual essence of its designs. In the video, two fairies guide the viewer through an enchanting landscape: the Fairy of Flowers, radiant and joyful, embodies the lightness and beauty of life, while the Fairy of the Forest, calm and introspective, represents the strength and mystery within. As the fairies’ paths converge, they reveal the harmony of light and shadow, joy and introspection—themes that resonate with the Fairytale Collection’s call to “Wear the magic you create”. This powerful symbolism reminds us that true beauty lies in embracing all our facets, a message that feels especially fitting as we enter the holiday season.

The Fairytale Collection reflects Etika Jewels’ commitment to creating luxury that is both beautiful and responsible. With lab-grown diamonds and sustainable gemstones, Etika Jewels is redefining how luxury can be mindful without compromising elegance. This season, give a gift that tells a story, not just of sparkle but of purpose—a celebration of both inner and outer beauty that aligns with values of sustainability and integrity.

Founded in Dubai, Etika Jewels offers an online shopping experience that brings together beauty, ethics, and affordability. This holiday season, discover jewellery that empowers, inspires, and aligns with a more conscious approach to luxury.

For more information about Etika Jewels and the Fairytale Collection, visit https://etikajewels.com/product-category/fairytale-collection/

Image Credit: Etika Jewels