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The Jewel Teller at Alserkal Avenue

Updated: October 12, 2021
 By Pri

A workshop where creativity and technology co-exist, The Jewel Teller is in Alserkal Avenue. It is a design space in Dubai’s very own art hub with a collection of some fine jewellery.

About Alserkal Avenue

Located in Al Quoz 1, Alserkal Avenue is Dubai’s foremost art hub that was established in 2007. The Avenue was once a cluster of industrial warehouses. These warehouses are now the art spaces that support the regions to encourage and support the region's mushrooming art scene. The space brings artists and collaborators ideas from across the globe, come to life.

The warehouses include non-profit artists’ studios, residency programmes, project spaces, concept stores, black box theatre, independent cinema, outdoor event facilities and community-led cultural initiatives, as well as unique food and beverage outlets. Our favourite, The Jewel Teller is located in Warehouse E49 of Alserkal Avenue.


About the Jewel Teller

The Jewel Teller is a boutique jewellery store conducting three operations in one design space. There is a design studio where the initial ideas are recognised. Then, a workshop where the designs and ideas are perfectly created and handcrafted. Then there is the main gallery where the finished jewellery is showcased.

The idea of The Jewel Teller is to create a space where the studio can share the full jewellery journey. It begins from the initial design through to the finished article. The experience is different. It is much appreciated when customers and clients can see their jewellery designs sketched, watch the pieces being made, and learn about the stones, materials and historical inspiration behind them – all in one space.


The store uses design, hand techniques, wax model making, CAD and 3D printing, gem cutting, engraving and stone setting to carve the beautiful jewellery being displayed outside.

The inspiration for the designs comes from a variety of historical periods – for example, the founder’s passion for the Art Deco period with its range of exotic influences, and the glamour of the 1940s and 50s when ladies wore jewellery for most occasions.

The Jewel Teller opens its doors to show the ancient yet, unknown craft of jewellery making through the skilled hands of its 15 goldsmiths.


The best way to reach here is by a cab to Alserkal Avenue or a cab from the First Abu Dhabi Bank metro station. Parking is generally full at Alserkal Avenue, so we recommend visitors do not drive.

Founder and Creative Director at The Jewel Teller

Susana Martin is the founder of this unique space. She got this idea when she saw a gap between the design and production stages of the jewels where she previously worked. She felt the need to have a creative control over designing which gave her the idea of The Jewel Teller.

Currently, Marcela Costa is the designer and creative director at the Jewel Teller. Born and raised in tropical land Brazil, Marcela knew from a young age she would design and make jewellery. She was still in school when the natural materials from the Amazon inspired her to hand make her first jewellery pieces and create partnerships with other jewellers, designer and fashion designers. The abundance of Brazilian gems encouraged her to get her business diploma and venture out to Florence to learn the goldsmith craft from the old-world masters. Upon her return she landed an important role with a New Yorker Jeweller where she stayed for the next 4 years. She worked for several designers of different backgrounds, collecting experience and experimenting different styles, which culminated to the beginning of her own brand.

Her love and ability to carve and sculpt has allowed her to explore different shapes and the nature of movement, which is a trade mark throughout her pieces. After a 20-year journey between Brazil, Italy and US, Marcela, designs for the Jewel Teller. Here, she has the chance to explore and incorporate elements of Eastern traditions to her cosmopolitan and earthy style.

The co-founder of the Jewel Teller is Hayan Sheakh Othman, who Martin’s met through a work project. He introduced her to their investor Ahmad Alqaz Alfalasi. The three of them brought the idea to life.

When was the Jewel Teller founded?

The Jewel Teller was started In 2016, and you can visit this studio and workshop on Dubai By Foot’s Art Tour. The store is open Saturday to Thursday from 10am to 7pm.

Art, Jewels & Chocolate Tour by Dubai By Foot


This walking tour is designed for both art lovers and art-agnostics. We explore Alserkal Avenue - through its galleries, studios, and artistically-inspired stores, and an end-to-end designer jewellery manufacturing store. This tour is an insight into the lives of expats in Dubai, expressed through installation artwork. It is also a terrific opportunity to understand how design-thinking is shaping product design.

We also visit our favourite, The Jewel Teller store on this tour. Guests learn about jewellery by seeing any stage of its creative journey in the design incubator. It gives you a 360-degree experience, incorporating the three core concepts of jewellery design in a single space.

The journey starts at the stone cutting station where rough gemstones are hand cut into perfectly faceted jewels. We then proceed to see the 3D printed master models being moulded and cast into precious metals. They are then distributed to have their sprues cut, roughness filed, parts soldered, texture applied, stones set and finally, to be polished to perfection. You will be wow-ed by this experience!


No matter how busy you are, we recommend you visit this beautiful space. And why not, if it gives you some memorable Instagram photos!

About The Author


Pri is a true believer in the Rule of Three - she lives between Dubai, Bombay and Washington DC, speaks three languages and has 3 kids under 3. She graduated from Connecticut College and has a Masters Degree from New York University. Pri is a licensed Dubai tour guide, travel blogger, art aficionado, foodie and curious to check out all things new in her city. Pri has been part of the Free Tours By Foot team since 2015 and loves to make customized itineraries for her guests.
Updated: October 12th, 2021
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