Carrying the Legacy Forward
For Mona El Cheikh, Selsela was never just a family business, it was part of growing up.
From the age of just eight years old, she could be found alongside her mother at exhibitions, helping set up displays, arranging jewelry, greeting customers, and experiencing firsthand what it meant to build a brand from the ground up. Through every milestone, every exhibition, and every challenge, she watched Selsela grow, inspired by the determination and vision of the person she admired most: her mother, Rasha.
During the COVID-19 pandemic, when resilience mattered more than ever, Mona stepped in once again to help wherever she was needed, balancing her own commitments while supporting the family business behind the scenes.
Yet her own path initially took a very different direction.
Mona pursued a degree in Nutrition and Dietetics at the American University of Beirut (AUB) before earning her Master's in Women and Children's Health from King's College London. She is also a registered dietitian, having built a career in healthcare and MedTech across London and Dubai, while continuing to support Selsela part-time whenever her mother needed an extra pair of hands.
But despite her achievements in healthcare, one thing remained constant: her passion for jewelry and the brand she had grown up with.
In 2025, Mona made the decision to leave the healthcare industry and join Selsela full-time, choosing to continue the legacy she had witnessed since childhood. For her, it wasn't simply a career change, it was a return to something that had always felt like home.
Today, she brings a fresh perspective to the business, blending the values and foundation established by Rasha with a younger, more contemporary outlook. As a woman in her twenties, Mona is helping shape the next chapter of Selsela while staying true to the vision that started it all.
Together, mother and daughter continue to build a brand rooted in family, creativity, and a shared belief that jewelry should tell a story, one generation at a time.
Want to see more of Mona's journey? Follow her on Instagram at @moniiii.ss