The video, edited by Mariam Raymone, shows a timeline of collaged snapshots tracing the brand’s journey from its origin label ‘J’s Designs’ in 2011, to the imminent launch of its second flagship store in December this year. The fast-moving direction of the video reflects the dynamic years of Jude Benhalim, using animation, overlapping techniques and cut-out layering, each frame a unique montage.
Many milestones are showcased, including features in Vogue Italy and Arabia and Forbes Middle East (among many other prominent publications); best-selling collections and celebrity placements such as Kendall Jenner and Chrissy Teigen that set the trajectory for international success. Not to mention the popular Virtual Try-On filter developed during the first lockdown that brought more interactivity to the shopping experience – the first of its kind in the Middle East.
The Vogue Arabia Prize Finalist is no stranger to the spotlight. With an international following, Jude Benhalim has been styled on red carpets, featured in editorials and spotted on A-listers. The eponymous brand, distinctly artisan and masterfully crafted, is known since its inception for embracing design dualities: delicate and powerful, simple and stylized, traditional and modern – and their most famous trademark: interchangeability. In the same vein, mother-daughter duo, Rana Al-Azm and Jude Benhalim have led the company through its peaks and troughs, bringing strong strategic leadership and craftsmanship together to set the vision for innovative, sustainable, trend-setting jewelry.
“Having grown from a 17-year old dreamer to who I am now, every challenge conquered, milestone achieved and every lesson learned shaped me to be the person I am today, and for that I am forever grateful. I’m extremely proud of our achievements over the last 10 years, but I’m also proud of the mistakes that helped us grow. I am so lucky to have built the brand with my inspiring mother who completes me in every way possible and with an incredibly talented team that I call family. I can’t wait for what is to come!”, says Jude Benhalim, Founder and Creative Director of the brand.
“I am so excited to have reached 10 years of Jude Benhalim. Seeing the growth of the brand over the years being played back to me through the video makes me so proud of our accomplishments. Remembering every single positive moment brings a feeling of gratitude for all the hard work we put in every day. It’s incredibly special to be able to have our achievements documented this way. Happy moments, stressful days and a lot of incredible milestones & memories. Wishing for more dreams to become reality”, adds Rana Alazm, Co-Founder and CEO.