27-05-2025
FYR's New Collection Weaves Sinai's Symbols into Sleek Jewelry
The Dear Sinai collection draws on local spiritual traditions rather than stylistic motifs
Cairo-based jewelry house FYR has unveiled its latest capsule collection, Dear Sinai, through a Mother's Day campaign that eschews cliché in favor of depth. Titled To Your Mother, the campaign is a meditation on inheritance, not just of family or tradition, but of land, ritual, and memory. The collection's leading piece, the Ommi ring, sits at the center of this inquiry. In Arabic, ommi means 'my mother,' yet within the language of the campaign, the word opens into something broader, the motherland, the earth, the origin.
The ring is a compact form of that idea, cast in 927 silver, sculptural in silhouette, and designed to carry more than ornament. For FYR founder Farah Radwan, the collection is not about adornment but transmission. 'It's not sentimental,' she says. 'It's structural and honouring what holds us.'
Shot in slow, deliberate frames, the To Your Mother campaign includes a short film that opens not with youth, but with reflection. The central figure is Cherifa El Bakly, an older woman seated in a sunlit room, contemplating her reflection, an act, Radwan says, of returning to one's image, not to mourn it, but to recognize it. El Bakly's presence offers an anchor, a face that has lived, softened by time, dignified in stillness. She is shown not as a symbol, but as a subject, examining her memory of herself as beautiful, and holding space for it.
Radwan says her decision to feature an older woman at the heart of the campaign was instinctive. 'There's power in allowing someone to see themselves without nostalgia,' she explains. 'It's not about looking back. It's about looking through.' The campaign, she adds, is not a tribute, but a tether, between generations, between the visible and the invisible.
The Dear Sinai collection, named for the peninsula that inspires its palette and its philosophy, draws on local spiritual traditions rather than stylistic motifs. Among the pieces is the Ain ring, shaped like an eye, set with a citrine stone, and informed by shamalyagh, a protective practice historically passed from mother to daughter in parts of North Sinai. Its design is linear, sparse. Its weight is conceptual. 'You don't need to say everything for it to be understood,' Radwan says.
FYR's releases are never abrupt. Pieces appear slowly, without countdowns or mass rollout. Each is accompanied by a printed card that details the history and symbolism behind the design. Radwan does not consider the collection a product line, nor does she describe it as art. 'This isn't status jewelry,' she says. 'It's memory jewelry. It carries.'
Since founding FYR in 2018, Radwan has resisted trend cycles and scale. Her pieces are crafted in small batches. They are sold directly. There is no wholesale expansion planned. The collection, she says, is not about volume but about holding shape, culturally, spiritually, and personally.
