Egypt’s many layers, worn today.
YASH is a contemporary jewellery brand founded by Youmna Elsheikh, turning Egypt’s cultural heritage into pieces that feel personal, expressive and timeless.
About YASH
YASH is a contemporary jewellery brand founded by Youmna Elsheikh, inspired by the rich and different cultural layers that have shaped Egyptian identity.
The brand brings together Egyptian heritage, Islamic architecture, Ottoman artistry, Arabic calligraphy and Nubian influences, translating them into modern jewellery designed for today.
At the heart of YASH is the idea that Egypt has always been a meeting point of cultures, civilisations and artistic traditions. Each collection explores one of these cultural layers through meaningful symbols, architectural forms, traditional patterns and carefully selected gemstones.
Meet the Founder
Youmna Elsheikh, founder and creative director
YASH was founded by Youmna Elsheikh from a deeply personal connection to Egyptian identity and a fascination with the many civilisations, artistic traditions and cultural influences that have passed through Egypt.
For Youmna, jewellery is more than an accessory. It is a way to preserve stories, express identity and create an emotional link between the past and the present. She created YASH to transform architectural details, Arabic calligraphy, Ottoman ornamentation, Nubian influences and Egyptian symbols into contemporary pieces that feel meaningful and wearable.
As founder and creative director, Youmna is closely involved in the concept, storytelling and design direction of every collection. Each piece begins with research into a place, symbol, pattern or cultural reference, then evolves into a modern design through a thoughtful balance of heritage, craftsmanship and personal expression.
Her vision is a jewellery brand that allows women to wear their heritage with confidence: not as a reproduction of the past, but as a living and evolving part of who they are today.
Mission
Our mission is to preserve and reinterpret the artistic heritage of Egypt and the wider region through contemporary jewellery. YASH creates meaningful pieces that connect wearers to history, identity and personal expression, while supporting craftsmanship and celebrating the beauty of cultural storytelling.
Vision
Our vision is to become a distinctive jewellery brand recognised for transforming Egyptian, Islamic, Ottoman and regional heritage into modern, wearable designs. YASH aims to build a world where heritage is not treated as something from the past, but as a living source of creativity, confidence and connection.
Five cultural layers, one modern language
Each YASH collection explores one of the traditions that have shaped Egyptian identity.
Not simply accessories, but stories that can be worn, carried and passed on.
YASH pieces are designed to feel personal, expressive and timeless.
Brand philosophy
Every YASH design begins with a story. A mosque window, a Kufic inscription, a Nubian ornament, an Ottoman floral motif, a lotus flower or an Egyptian symbol can become the starting point for a piece. Through jewellery, these stories are simplified, layered and transformed into objects that can be worn every day.
- Heritage reimagined
- Cultural connection
- Meaningful craftsmanship
- Modern femininity
- Freedom and grounding
- Timeless personal expression
Craft and materials
Traditional motifs are reinterpreted through clean lines, layered forms and contemporary proportions, creating jewellery that feels rooted in heritage while remaining modern and versatile.
- Silver
- Gold-toned details
- Natural stones
- Handcrafted elements