FYR’s New Collection Weaves Sinai’s Symbols into Sleek Jewelry

Cairo and Paris 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.

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 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.

The decision to feature an older woman at the heart of the campaign seems instinctive. "The campaign, Farah Radwan, founder of FYR tells Scenestyled, “is a tribute to transmission through memory— across time, across generations, carried through both precious objects like noble jewelry, and heirlooms of love; but also echoing the invisible thread that links who the past generations are to who we become.”

The Dear Sinai collection, named for the peninsula that inspires its palette and its philosophy, draws on local spiritual traditions rather than stylistic motifs. Another piece in the collection is the Ayin ring, shaped like an eye, set with a citrine stone, Ayin honors Sinai as a land that sees — bearing silent witness to the passage of time, culture, and lineage. More than an adornment, it is a tribute to clarity
“The ring is reinterpreting the classic chevalière, through heritage and light.” Radwan tells Scenestyled.

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.