SONIA FEKI
From Finance to the Art of Fine Jewelry: My Journey in Creating a Brand That Tells Stories
I have never followed a traditional path. I began my career as a financial manager in the banking and real estate sectors, but chose to leave the world of numbers to dive into the world of design — driven by a deep desire to create my own fine jewelry brand.
Rooted in my Mediterranean and Tunisian heritage, my vision was born: to craft pieces that carry personal, inspiring stories, starting with my mother’s.
My Roots
I take great pride in my Mediterranean and Tunisian heritage, which fuels my inspiration and my love for natural gemstones and the energy they hold. From this deep connection, I founded HABIBA Jewellery in 2016 — a vibrant tribute to my mother, Habiba, and to all women whose stories deserve to be told through a piece of jewelry.
HABIBA Jewellery: A Tribute Becoming a Global Brand
From the very beginning, my creations have been designed to tell stories — memories, emotions, and touches of authentic culture. I have collaborated with skilled Tunisian artisans, travelled across European capitals in search of rare stones, and built a brand that blends elegance with authenticity.
The Art of Storytelling Through Jewelry
Through my encounters with clients, I developed a rare skill: transforming emotions and memories into bespoke jewelry.
I listen closely, capture the emotional essence of a moment, and translate it into a precious piece designed to become a family heirloom.
Expansion and Protecting the Brand’s Identity
My journey has not only been about creation but also about protection. I registered the brand internationally to safeguard its identity from imitation and to ensure its authenticity. HABIBA Jewellery has expanded through franchising — in Tunisia, Côte d’Ivoire, and now Cairo — all while preserving its unique personality and infusing diverse cultural influences into every design.
My New Chapter: Precious Stones for a VIP Clientele
Today, I embark on a new chapter, focusing on exceptional pieces crafted from precious gemstones, created exclusively for clients seeking unique, meaningful jewelry destined to become part of their family heritage.
Every creation I design is:
- Bespoke: built around your story and your desires.
- Of the highest quality: using carefully selected gemstones and impeccable craftsmanship.
- Timeless: made to be passed down through generations.
“A jewel is more than its value. It is a memory, a bond, a precious trace we pass on to future generations.”
SONIA FEKI
