AMIE Dubai founded by beauty industry expert Mariya Bouygues, the brand blends style with strategy, empowering women to express themselves through vibrant, mix-and-match accessories designed for modern everyday wear.
@amie_dubai
In the dynamic landscape of the fashion industry, where trends often come and go in a flash, AMIE DUBAI is establishing itself as a timeless yet contemporary jewerly brand with deep roots in empowerment, individuality, and accessibility.
Launched in 2023, this UAE-based brand is quickly becoming a household name across the GCC, with over 10 retail locations already open in the UAE and Saudi Arabia. Its unique approach to fashion jewelry is not only shaping consumer style but also setting a fresh benchmark in the regional retail space. At its core, AMIE Dubai is a celebration of women, by women, and for everyone who values expression through style.
What sets the brand apart is its emphasis on layering, mixing, and matching transforming everyday accessories into personal statements. With bright enamel pieces and minimalist silhouettes, AMIE jewelry injects personality and color into any wardrobe, offering wearers a chance to craft looks that feel uniquely their own. A Brand Born from Purpose and Passion Behind the concept of AMIE is Mariya Bouygues, a seasoned marketing expert with over a decade of experience in the beauty industry at L'Oréal Group, spanning both luxury and mass market segments.
Her journey took a decisive entrepreneurial turn after completing her MBA in London’s Kingston University. Mariya previously led an online fashion platform that brought together over 60 designers, a venture that further cemented her understanding of the fashion and retail ecosystems. Relocating to Dubai in 2022 marked a new beginning.
In 2023, she co-founded AMIE Dubai with two other women from diverse professional backgrounds in sales and PR.
While her co-founders later pursued new ventures, Mariya took the helm and began spearheading the brand’s journey with a clear and compelling vision.