The story began in the holy city of Mecca, the heart of the Hejaz trading and cultural hub, when Sheikh Mohammed Hassan Farsi founded Farsi Jewelry in 1907. The business soon became one of the pioneer jewelry crafting and trading houses in the region. Years later, Mohammed Ali, the son, inherited the business and became the first "Dean of Jewelers of Mecca". A generation later, Jamil, the grandson, expanded the business to Jeddah, and has been appointed "Dean of Jewelers of Jeddah" since 1981.

In 2010, Deema, Jamil's eldest daughter, created Ove; an exclusive new jewelry line inspired by her vision for the 21st century woman. Contemporary elegance with timeless style – these latest designs of Ove maintain the three basic traits of any Farsi Jewelry piece: Superb Quality, Artistic Craftsmanship and Reasonable Price.

In today's fast-paced life, ladies are often on the run. They juggle reality and dreams, socialize through intricate networks and remain connected with the borderless world around the clock. Yet there stands a group of ambitious ladies aspiring to standout and surpass.

Inspired by these ladies, the Ove Collection provides contemporary designs of exquisite gold accessories that add identity, style, and panache to today's vivacious lady.

"People, emotions and events inspire me. I ardently translate some of my exaltations into jewelry designs."

"Occasionally I intermix my passion for Arabic calligraphy with my inspirations to create distinguishable designs. In fact the 1st piece I designed was an Arabic-crafted bracelet for me. It is still my favorite piece, with a priceless sentimental value."