In the heart of Dubai, where tradition meets a shimmering future, a new standard for luxury is being set. On August 28, 2025, a day that coincided with the prestigious 10th anniversary of Emirati Women’s Day, the Hilton Dubai at Al Habtoor City became the epicentre of female-led innovation. It was here that Joubijoux and its founder, Elise Bitar, were recognised for their contribution to the evolving landscape of fashion and fine jewellery.
The Womenpreneur X Emirati Summit & Expo is more than just a date on the corporate calendar; it is a movement. Organised by Womenpreneur Middle East, the summit brought together hundreds of visionaries, entrepreneurs, and thought leaders to discuss the economic empowerment of women in the MENA region. For Joubijoux, it was an opportunity to showcase a brand philosophy that is as much about emotion as it is about 18k gold and diamonds.
“Crafting Culture”: The Panel Discussion
A major highlight of the summit was the high-level panel discussion: “Crafting Culture: Women Shaping the Future of Fashion & Luxury.” Elise Bitar was invited to share her expertise alongside some of the region’s most influential creative directors and CEOs.
The panel (captured in part on YouTube) focused on how female founders are disrupting traditional industries by prioritising authenticity over exclusivity. Elise’s contributions centred on three key pillars:
1. Breaking the “Special Occasion” Myth
Elise spoke about the psychological shift in how modern women purchase jewellery. “We are no longer waiting to be gifted jewellery,” she noted during the discussion. “Women are buying for themselves to celebrate their own wins, big and small.” This shift is at the core of Joubijoux’s design language, creating pieces that are versatile enough to be layered and “played” with every day.
2. The Intersection of Tradition and Innovation
While Joubijoux is a modern brand, it is rooted in timeless craftsmanship. The panel discussed the importance of maintaining high standards in an era of “fast fashion.” Elise explained that Joubijoux uses only 18k gold and hand-applied enamel, ensuring that while the designs are trendy and vibrant, the physical pieces are heirloom-quality.
3. The Power of Local Storytelling
The summit celebrated the 10th anniversary of Emirati Women’s Day, and the panel emphasised how the UAE has become a global launchpad for luxury brands. Elise highlighted that Joubijoux is a proud product of this ecosystem, a brand that reflects the cosmopolitan, ambitious, and joyful spirit of Dubai.
The Joubijoux Philosophy: Why “Jewellery for Joy”?
To understand why Joubijoux resonated so strongly at the Womenpreneur Summit, one must look at the meaning behind the name. “Jou” is derived from the French word for play (jouer) and joy (joie), while “bijoux” is the French word for jewels. Together, Joubijoux represents the playful intersection of high-end craftsmanship and pure, unadulterated happiness.
Founded in early 2024, the brand was born from Elise Bitar’s realisation that the jewellery market was missing something: a sense of fun that didn’t compromise on quality. After over a decade working with some of the world’s most famous watch and jewellery houses, Elise saw that many women felt intimidated by the “seriousness” of fine jewellery.
Joubijoux was the answer. It is a brand that encourages “stacking,” “layering,” and “mixing.” It’s about the “Versa” collection that offers versatility, the “Facets” collection that celebrates the different sides of a woman’s personality, and the hand-applied enamel that brings a pop of colour to the traditional gold and diamond palette.
During the summit, Elise shared that her mission is to “democratise the feeling of luxury.” You don’t need a red-carpet event to wear Joubijoux. You just need the desire to feel beautiful and empowered in your own skin.
A Night of Recognition and Excellence
The summit culminated in a moment of profound pride for our team. As documented on, Elise Bitar was officially honoured by Womenpreneur Middle East. This recognition was not just for the aesthetic beauty of Joubijoux pieces, but for Elise’s resilience as a female founder and her ability to build a brand that resonates with the modern woman’s identity.
Receiving an award from an organisation that has empowered over a thousand women across the region is a testament to Joubijoux’s growing influence. It reinforces our mission: to create a community where luxury is inclusive, expressive, and inherently joyful.
The Artistry of Joubijoux: Why We Are Different
In a crowded market, Joubijoux stands out because of its commitment to Playful Luxury.
But what does that look like in practice?
- Hand-Applied Enamel: One of our signatures is the use of vibrant enamel. This technique requires incredible precision and allows us to introduce a colour palette, pinks, blues, greens, and more, that breathes life into traditional gold settings.
- The Modular Approach: Our collections, like the Versa and Facets lines, are designed for the “stacking” culture. We encourage our clients to mix metals, play with different enamel hues, and create a look that is entirely their own.
- Ethical Sourcing: We believe that true joy cannot come at the expense of others. Our commitment to using conflict-free diamonds and ethically sourced gold is non-negotiable.
Celebrating the 10th Emirati Women’s Day
The timing of the event on August 28, 2025, was deeply symbolic. Emirati Women’s Day is a tribute to the “Mother of the Nation,” Her Highness Sheikha Fatima bint Mubarak, and her vision for the women of the UAE.
At Joubijoux, we are inspired by the strength and grace of the women in this region. The summit provided a space to network with these incredible individuals, from tech entrepreneurs to government officials, all of whom share a common thread of ambition. Seeing our jewellery worn by such influential women during the summit was a reminder that Joubijoux is more than a brand; it is a companion to the modern woman’s success story.
Looking Toward the Future
As we reflect on the success of the 2025 Womenpreneur X Emirati Summit, we are energised for what lies ahead. The recognition we received is a springboard for several exciting developments:
- Expanded Collections: Inspired by the “Crafting Culture” dialogue, we are working on new designs that further explore the fusion of Middle Eastern heritage and contemporary minimalism.
- Sustainability Initiatives: We are looking at ways to enhance our circularity further, ensuring that every Joubijoux piece remains a sustainable investment.
- Community Workshops: Following the interest at the Expo, we plan to host intimate “Styling for Joy” sessions, where we teach our community how to layer and curate their jewellery wardrobes.
A Personal Thank You from Elise Bitar
“The 2025 Womenpreneur Emirati Summit was a milestone I will never forget. To be surrounded by so much talent and to have Joubijoux recognised on such a stage is a dream realised. But the real joy comes from seeing our pieces become a part of your daily lives. Thank you for choosing to sparkle with us.” Elise Bitar, Co-Founder, Joubijoux
Why Join the Joubijoux Journey?
When you choose a piece from Joubijoux, you aren’t just buying jewellery. You are supporting a female-founded brand that believes in the power of joy. You are choosing quality that lasts, designs that inspire, and a philosophy that says: You deserve to shine every single day.
The 2025 Summit proved that the future of luxury is female, bold, and incredibly bright. We invite you to be a part of this evolution.
Join the Journey
Are you ready to find your own piece of joy? Whether you are looking for a statement piece to celebrate a personal milestone or a daily “pick-me-up” that adds a sparkle to your routine, Joubijoux has something for you.
Explore our latest collections here and discover why Joubijoux was the talk of the Womenpreneur X Emirati Summit.
