The Brand
Selsela began with a simple belief: jewelry should feel personal. It should tell a story, celebrate culture, and become part of the memories we carry with us every day.
Long before Selsela officially came to life, its founder, Rasha Deeb, had a lifelong love affair with jewelry. An ex-banker by profession, she spent years working in the corporate world, where one thing became a constant; people would always stop to compliment the rings she wore. What started as conversations about her unique pieces slowly planted the seed for something bigger.
In 2008, that passion became reality.
At a time when the market offered either traditional jewelry or international trends that didn't always resonate with women in the region, Rasha envisioned something different: contemporary pieces designed through an Arab lens. Jewelry that embraced modern style while remaining true to the elegance, femininity, and identity of Middle Eastern women.
She wasn't following trends, she was reinterpreting them.
What began as a small passion project soon grew into a recognizable name across the GCC. By 2016, Selsela had become a fully established brand with its own unmistakable imprint, building a loyal community of women who saw themselves reflected in its designs.
That same year marked a turning point. As women across the region embraced the brand, Selsela quickly found its way onto the hands and necks of influential figures, celebrities, and tastemakers who shared its vision of effortless elegance. Its distinctive designs gained widespread recognition through collaborations and organic support from leading regional influencers, while international personalities including Paris Hilton were also spotted wearing Selsela pieces, helping introduce the brand to an even wider audience.
But behind the scenes, another story was unfolding.
From as young as eight years old, Rasha's daughter, Mona El Cheikh, was already part of the journey. Together, they travelled to exhibitions carrying a simple blue velvet cloth and a small jewelry bag, carefully setting up each display by hand. Those weekends weren't just about selling jewelry they became lessons in entrepreneurship, resilience, creativity, and believing in a dream before anyone else could see it.
Year after year, the family business grew alongside them.
In 2020, during one of the most uncertain times the world had faced, Selsela took a bold step forward by opening its first permanent boutique in Dar Al Wasl, Dubai. Launching a physical store during the COVID-19 pandemic was a leap of faith, one driven by optimism and unwavering belief in the community that had supported the brand from the very beginning.
Five years later, in 2025, Selsela celebrated another milestone with the opening of its second boutique in City Centre Mirdif,Dubai bringing the brand even closer to the women who had been part of its story for years.
That same year marked another new chapter.
Mona officially joined the business, bringing with her a fresh perspective shaped by a new generation. While staying true to the values and vision her mother built, she introduced a younger, more contemporary approach to branding, storytelling, and design, bridging timeless craftsmanship with modern creativity.
Today, Selsela is more than a jewelry brand.
It is the story of a mother who turned passion into purpose, and a daughter who grew up watching that dream unfold before becoming part of it herself. It is a story of heritage meeting innovation, of tradition evolving without losing its roots, and of a business built not just to create beautiful jewelry, but to create meaningful connections.
From a blue velvet cloth at local exhibitions to boutiques across Dubai and a community spanning the GCC, Selsela continues to be a celebration of the women who wear it and the generations who build it.
And hopefully, this is only the beginning.