The announcement also included the opening of a silent charity auction at The Chedi Al Bait Hotel in Sharjah, running until May 19. The auction offers collectors a chance to acquire these exclusive pieces while supporting global humanitarian work
A groundbreaking humanitarian initiative that began in London has culminated in the launch of the ‘Precious Heart’ jewellery collection in Sharjah, uniting traditional Emirati craftsmanship with British luxury design for a global cause. The collaboration between the Irthi Contemporary Crafts Council (Irthi), The Big Heart Foundation (TBHF), and renowned British jewellery house Asprey was formalized in London earlier this year, setting a powerful international example of how art, heritage, and philanthropy can merge to create lasting impact.
The collection was officially unveiled in the presence of Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, Chairperson of Irthi and TBHF. Designed to benefit displaced individuals, refugees, and vulnerable communities worldwide, 100% of the proceeds from the jewellery collection will go toward TBHF’s humanitarian initiatives.
At the heart of the ‘Precious Heart’ collection is Talli, the traditional Emirati craft that inspired the jewellery’s intricate designs. The 20 handcrafted pieces are made with high-purity imperial jadeite—a rare gemstone known for its vivid green hue—along with diamonds, amethysts, natural pearls, and 18-karat gold. Initially estimated to yield 12 pieces valued at £4 million, the exceptional clarity of the jadeite—containing just 7% impurities versus the usual 40%—allowed for 20 pieces with a total estimated value of £9.7 million.
Speaking at the launch, Sheikha Jawaher emphasized Sharjah’s commitment to building institutions that go beyond administration to embody values of compassion, giving, and dignity. “Every beauty-focused initiative we launch is always tied to a charitable cause,” she said. “Through this, we have created a humanitarian dimension to our gatherings, one that engages with global issues and contributes to shaping a more just and compassionate future.”
She highlighted the ‘Precious Heart’ collection as an example of meaningful collaboration: “When one party carries the legacy of heritage, another champions humanitarian responsibility, and a third the excellence of design, their partnership becomes a creative humanitarian initiative.”
The announcement also included the opening of a silent charity auction at The Chedi Al Bait Hotel in Sharjah, running until May 19. The auction offers collectors a chance to acquire these exclusive pieces while supporting global humanitarian work. For details, interested participants can contact the Irthi team at +971 54 345 0036. John Rigas, CEO of Asprey, praised the synergy of the partnership: “Our shared values of sustainability, craftsmanship, and humanitarian service are fully aligned. This collaboration honors Emirati heritage while making a meaningful difference in the lives of those in need.”
Reem BinKaram, Director General of Irthi, highlighted that Sheikha Jawaher’s leadership has expanded the global reach of Irthi’s mission. “The ‘Precious Heart’ collection reflects our commitment to preserve and reinterpret cultural heritage through contemporary design,” she said. “Art is a noble message and a universal language that can empower communities.”
Alya Obaid Al Musaiebi, Director of TBHF, underscored the long-term vision behind the project. “This is more than a charitable initiative — it’s a sustainable collaboration that uses art and craftsmanship to serve humanity. Inspired by Her Highness Sheikha Jawaher’s belief, we understand that the sustainability of humanitarian work lies in its ability to deeply impact lives and inspire across sectors.”
The collection was developed following the historic agreement signed in London, which laid the foundation for a new global model uniting craft organizations, humanitarian foundations, and luxury brands. The choice of London—a global hub for design and philanthropy—underscored the international scope and ambition of the project.
The ‘Precious Heart’ collection not only showcases refined artistry but also demonstrates Sharjah and the UAE’s commitment to blending authenticity with modernity and beauty with purpose. It invites institutions worldwide to reimagine the role of luxury and heritage in addressing urgent humanitarian needs.
In its design and mission, the collection becomes more than jewellery—it becomes a symbol of hope, compassion, and the transformative power of cross-cultural partnerships.
