Layal Rkain is a first-generation jeweler building a luxury brand defined not by lineage, but by intention.
Founded as a modern heirloom house, JOOL Jewelry was created from Rkain’s belief in the Middle East’s enduring relationship with precious objects. In the region, jewelry is not simply worn. It is preserved, gifted, and carried forward. Rkain translated this cultural understanding into a brand philosophy where jewelry functions as a vessel of memory, designed for generations rather than moments.
Crafted exclusively in 18K gold and set with authentic, earth-mined diamonds, JOOL Jewelry is grounded in material integrity and longevity. The brand’s design language is restrained and timeless, guided by the idea that luxury should feel permanent, not performative. As JOOL often expresses, it is not about being seen loudly, but about being kept.
As founder, Rkain has led every aspect of the brand with discipline and clarity. Without an inherited framework to follow, she shaped JOOL from the ground up, defining its pace, aesthetic, and emotional core. Her approach favors meaning over excess, permanence over immediacy, and craftsmanship over trend.
This philosophy reaches its most articulate expression in JOOL WHISPER™, a collection that introduces a new category of fine jewelry: pieces that carry a real human voice. Each jewel discreetly holds a recorded message through an engraved QR code, allowing jewelry to move beyond symbolism and into lived memory.
The innovation remains intentionally invisible. There are no screens, no overt technology cues. JOOL WHISPER™ aligns with the brand’s guiding belief that technology should serve emotion, not interrupt it. The result is emotional jewelry with technology hidden inside.
The collection’s forms are familiar and archetypal. Hearts, envelopes, medallions. Under Rkain’s direction, they become modern heirlooms designed to hold voices between mothers and daughters, partners, and loved ones across time and distance. Not just seen. Heard.
In an industry often driven by scale and spectacle, Layal Rkain is building JOOL Jewelry with restraint and conviction. As a first-generation jeweler, she is not continuing a legacy. She is defining one.
Because some voices deserve to live forever.