How I got my job as… the founder of fine jewellery label Sapfira
This week, we speak to Valeria Hordiyenko, founder of fine jewellery label Sapfira. Up and coming, the brand’s specialty lies in reinventing the notion of a fine jewellery brand and adding their twist to it.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
This jewellery brands marries the exclusivity of a traditional fine jewellery brand with cool silhouettes and cuts, making each of their pieces one of a kind.
To delve into her journey, Emirates Woman sat down with Valeria to see how it all began.
What was your favourite subject at school?
English was definitely my favorite subject. I’ve always had a natural interest in languages and feel grateful to have had the opportunity to start learning them at an early age. I now speak five languages, which has helped me greatly in connecting with people from different cultures.
What was your first job?
My first job was an internship at a jewelry company based in Monaco while I was studying at the Gemology School. I was responsible for managing the stock of jewelry and gemstones. This experience allowed me to apply my gemological knowledge in a real-world setting and deepen my understanding of the industry beyond the academic side.
What brought you to Dubai?
Dubai is a vibrant hub of luxury, innovation, and diversity. I was drawn to its international energy and appreciation for high-end design. It’s a place where art, fashion, and business intersect—which makes it a natural fit for Sapfira and for me personally as a designer and entrepreneur.
What inspired you to enter the design and jewellery space and launch Sapfira?
My journey started with a fascination for gemstones—their stories, their energy, their uniqueness. Over time, I realized I wanted to create more than custom pieces; I wanted to build a brand that tells a story. That’s how Sapfira was born. It’s a way to merge my gemological background with a bold, artistic vision of modern luxury.
Talk us through the concept.
Sapfira is about contrast: futuristic forms and traditional craftsmanship, cold aesthetics and emotional storytelling. Our current collection, Mercurial, is inspired by the fluidity and power of mercury. The jewelry is designed to be sculptural, statement-making, and timeless—crafted from Silver 925 and natural or lab-grown stones. Every piece invites the wearer to stand out and express individuality.
What are the key elements of your role?
As a founder and designer, I wear many hats. I’m involved in every aspect—from creative direction and product development to marketing and brand storytelling. I also work closely with our artisans in Thailand and our clients around the world. Maintaining quality and vision across every detail is essential to me.
Talk us through your daily routine.
No two days are exactly alike, but I usually start my day with sport. Then I switch to creative work: sketching, planning new collections, or working on campaigns. I also spend time engaging with our community online and researching new ideas and inspiration. Later in the day, I try to unwind a bit by doing a simple home routine and spending some quality time with my family—it helps me stay grounded and balanced.
What advice do you have for anyone looking to follow in your footsteps?
My advice is: make sure you truly love what you do. Don’t just follow trends or do something because it looks glamorous from the outside. When you genuinely enjoy your work, you’re willing to give it your time, energy, and attention—and that’s what helps you grow and create something meaningful. Passion is what keeps you going, even during the most challenging moments.
Tell us more about Sapfira and its launch.
The goal with Sapfira was to introduce something different, every piece is designed to make a statement without saying a word. It all began with custom creations—unique, personal designs that reflected individual self-expression. Over time, the brand evolved with the launch of our collection, which continues to carry that spirit of individuality, but with a clear aim: to stand out from the crowd and offer something that feels truly distinctive.
What is the best piece of advice you have ever received?
I think the best advice I’ve ever received is never stop learning. In our fast paced world, it’s so important to stay curious, keep evolving, and remain open to new ideas. Being aware of how the world is developing and growing along with it allows you to stay relevant, inspired, and ready for what comes next.
And what is the worst?
I can’t recall a specific piece of bad advice, but I think the worst kind of advice would be to “play it safe” or “stick to what’s already working.” If I had followed that, I wouldn’t have taken the risks that led me to where I am today. Growth often comes from stepping into the unknown, experimenting, and doing things differently—even if it’s uncomfortable at first.
What’s the biggest challenge you have had to overcome?
One of the biggest challenges I’ve had to overcome was moving to another country at a young age and building my life from scratch here in France. I came to study and was full of excitement—I wasn’t afraid of the unknown, but looking back, it was definitely a major challenge. Adapting to a new culture, language, and lifestyle pushed me to grow quickly, and it shaped the person I am today.
What’s the future of the brand?
We’re growing organically but with ambition. Sapfira will continue expanding internationally. New collections are coming, and so are new ways to connect emotionally with our audience. The future is bold, just like our jewellery.
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