Founded by Dubai-based mother-daughter duo Shweta and Chandni Mehta, the brand marks its U.S. debut at COUTURE in Las Vegas with an offering that’s anything but predictable: titanium jewels awash in color and designed with intention. “We treat jewelry not as a trend or ornament, but as a sculptural form of emotion—something to be felt as much as seen,” says the duo.
“We wanted to come out with a bang; be the noise, not part of it,” adds Shweta, designer and co-founder. “So, we chose titanium instead of gold, colored stones instead of classic diamonds. We wanted to celebrate life, friendship, love, and emotions.”
Born into one of the world’s most respected diamond-trading families and later married into another, Shweta recalls her early years, when she quietly designed for herself. Inspired by international trade shows she attended with her husband, Shweta would collect gemstones that sparked her curiosity. She would then set the gems into jewels, often statement ones. “These pieces, worn to dinners and events, often disappeared. My friends would take their jewelry off my hands, quite literally, and they’d insist that I remake them for myself,” shares Shweta.
By 2006, encouraged by her husband, Shweta began designing for the family business in Antwerp, introducing a one-of-a-kind high jewelry offering for private clients. But Swe Me was born several years later, and from a deeper impulse. “I had just told my daughter to go live her dreams,” she recalls, laughing. “And Chandni turned around and said, ‘Okay, Mom, let’s live yours.’ I was confused, but then she reminded me that I’d always wanted to create a brand and design pieces that were informed by my aesthetics. She said, ‘Let’s do this together. We never intended to start a brand,” says Shweta. “But here we are. And I really couldn’t have done this without Chandni.” Mom and daughter admit they argue a lot at work. “But that’s the magic. We challenge each other constantly, and it’s how the designs grow,” they add.
Although they founded the brand in 2023, the entire year was spent on exploring and finalizing branding, packaging, as well as creating prototypes. The result is a fine jewelry brand that balances heritage with experimentation. “Swe Me’s design language moves between contrasts: bold and delicate, fluid and structured, nostalgic and modern,” Chandni explains. At Swe Me, Shweta leads the brand’s creative direction with an instinctive understanding of gemstones and form.
Take Disco Bug, a high-color, high-energy homage to Shweta’s childhood memory of a spinning disco ball. “When people see Disco Bug, they immediately associate it with us,” says the designer. “To achieve that in just a year is surreal.” Bold silhouettes, sculptural forms, and gemstone flashes evoke light, rhythm, and joyful contrast across the Disco Bug titanium collection released in 2024. The collection includes rings, necklaces, bangles, and snug-fitting earrings — encrusted with tsavorites, sapphires, or amethysts. “Titanium’s not for everyone,” Shweta admits. “It’s for someone who’s already collected the classics — and now wants something a little more artistic, more expressive.” By contrast, Dew Drops, crafted in yellow and white gold, is a pared-down line inspired by misty Belgian mornings. Dew-speckled trees seen from the car window on the way to school sparked the idea for the jewelry. Shweta deploys strands of oval rose-cut diamonds to evoke the dew drops and to lend movement to the rings, bracelets, necklace, and earrings. “Organic curves, soft gleams, and quiet details capture the poetry of stillness,” remarks Chandni.
As Swe Me expands across the UAE and eyes international pop-ups, the duo remains grounded in their shared philosophy: jewelry should be intimate, emotional, and designed to last for generations.
