【Sharjah, UAE】Sheikha Jawaher Launches £9.7 Million ‘Precious Heart’ Jewellery Collection to Support Global Humanitarian Efforts

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Editor’s Note

This article highlights the launch of the ‘Precious Heart’ jewellery collection in Sharjah, a philanthropic initiative spearheaded by Sheikha Jawaher bint Mohammed Al Qasimi. Proceeds from the exclusive collection will support global humanitarian efforts for refugees and vulnerable communities.

Sheikha Jawaher bint Mohammed Al Qasimi launches £9.7m ‘Precious Heart’ collection
The unique collection

Sharjah: Sheikha Jawaher bint Mohammed Al Qasimi, Chairperson of Irthi Contemporary Crafts Council (Irthi) and The Big Heart Foundation (TBHF), unveiled the Precious Heart jewellery collection in Sharjah.

This exclusive 20-piece collection, valued at £9.7 million, aims to fund humanitarian initiatives supporting refugees, displaced people, and vulnerable communities around the world. The collection was launched in collaboration with Irthi, TBHF, and renowned British luxury brand Asprey.

Crafted from rare, high-purity imperial jadeite, each piece draws inspiration from the traditional Emirati craft of Talli. The collection also features diamonds, amethysts, and natural pearls set in 18-karat gold, offering a fusion of heritage, luxury, and philanthropy.

Originally planned to include just 12 pieces valued at £4 million, the exceptional clarity of the jadeite, with impurity levels under 7%, allowed for the creation of 20 exquisite pieces, more than doubling the collection’s projected value.

Humanitarian purpose

In her opening remarks, Sheikha Jawaher highlighted the importance of aligning artistic expression with humanitarian action.

“Since our earliest initiatives, we’ve upheld a principle: beauty must serve a cause. Through this belief, we’ve nurtured a culture where our events and collaborations contribute to shaping a more compassionate and just world,” she said.
She added, “This collaboration between Irthi, TBHF, and Asprey represents the power of unified missions. When heritage, humanitarian commitment, and design excellence converge, the result is a meaningful artistic endeavour, one that transforms beauty into a force for good.”

The Precious Heart collection is now on display at a silent charity auction at The Chedi Al Bait Hotel in Sharjah, open until May 19. All proceeds will go directly to TBHF’s humanitarian programs. For auction participation, contact the Irthi team at +971 54 345 0036.

Global collaboration

The partnership agreement between Irthi, TBHF, and Asprey was signed in London in 2024, establishing a pioneering model for collaboration between craft organisations, humanitarian institutions, and luxury brands. Asprey contributed 1,000 grams of high-purity jadeite to the initiative, highlighting their shared commitment to social impact.

Voices behind the vision

John Rigas, CEO of Asprey, expressed pride in the collaboration:

“This collection honours the heritage of the UAE and underscores our shared dedication to sustainability and humanitarian service. It’s a testament to what can be achieved when values align.”

Reem BinKaram, Director General of Irthi, highlighted how the collection reflects Irthi’s mission to preserve and reinterpret cultural heritage: “With the support of Sheikha Jawaher, Irthi has formed global partnerships that use design as a universal language — one that promotes compassion, empowerment, and cultural identity.”

Alya Obaid Al Musaiebi, Director of TBHF, emphasised that true sustainability in humanitarian work lies in its transformative power: “Through this partnership, we’ve created a model for using art and craftsmanship as tools for change — empowering communities and upholding human dignity.”

The ‘Precious Heart’ collection stands as a symbol of Sharjah’s and the UAE’s commitment to blending tradition with innovation, and to creating a more humane and equitable world through beauty, collaboration, and purpose.

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⏰ Published on: May 18, 2025