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Our Story


Sherie Boutik was founded in Muscat, Oman in 1997 by Soheyla Amoudeh, a member of the Industrial Artists and Designers of London (SIAD) since 1980. 

Sherie followed her mother’s footsteps in the jewellery industry and graduated from London Guildhall University, earning her degree in jewellery design and craft in 2006, as well as winning the notable Goldsmiths award for the “Jewellery Design display Award” category in 2005. 

The mother and daughter design duo decided to combine their individual talents to create a brand for the woman who takes pride in both her heritage and her modernity, who is as sophisticated as she is down-to-earth, as bohemian as she is cultured and as confident as she is inquisitive. 

Continuously drawing inspiration from their Persian heritage and love for all things artistic and soulful, they mix the richness of their multi-cultural experiences with a modern flair to create every day and special occasion jewellery, home décor and customised pieces.

With specialised workshops in India, Turkey and Bahrain, their pieces are individually handcrafted and assembled using sought after and curated material from their worldwide travels. As the brand continues to grow, Soheyla and Shahrzad’s shared vision is to inspire women to celebrate their own uniqueness and be a part of their journey of wonder and self-discovery.