Tradition and Transformation: Meet ANTY

This interview appeared in an article on Millennial Jewelers in Volume 24, Issue 3 of Gem-A’s Gems & Jewellery Magazine. Across studios from New York to Geneva, a new guard of millennial designers is reshaping fine jewellery with intention at its core. Groundbreaking jewellers are part of a generation that was born roughly between 1981–1996 and are known to prioritise real-life experiences; ethical, sustainable consumption, and self-expression. These attitudes are shaping the jewellery industry of the future. Members of the trade and customers alike prize resonance over spectacle, story over trend and craftsmanship that is meant to be worn. In their hands, gold becomes language, stones become memory and technology is a tool in service of touch.

The feature brought together eight distinct voices, whose work spans sound and science, antiquity and imagination, architectural restraint, colour and connection, heritage and modern grace. Each designer invites us to see jewellery not only as adornment, but as a way to mark who we are and how we move through the world. Meet…

ANTY: EGYPTIAN SYMBOLS MEET MODERN GRACE

Amany Afify, Principal Founder and CEO

Instagram: @anty.co

As the founder and CEO of ANTY, Amany Afify creates pieces that speak to both her Egyptian heritage and her modern sensibility. “Jewellery has fascinated me since I was young,” she remembered. “It’s not just an accessory, but something that transforms with the person wearing it.” Ms Afify’s journey to jewellery began not in a studio, but in the stillness of reflection. “When I moved to the U.S., I realised that the styles I connected with most weren’t easily found here,” she recalled. “Then, during the COVID-19 pandemic, I finally had the time and clarity to pursue what had always been my true passion.” With that clarity came ANTY, a brand that weaves symbolism, strength and refinement into jewellery designed to tell deeply personal stories.

Who or what are some of your biggest creative influences?

I’m deeply inspired by women: their strength, softness and the way they express individuality through jewellery. Growing up in Egypt, I was surrounded by rich symbolism, history and craftsmanship; this continues to influence my sense of form and storytelling. My design philosophy is rooted in balance—between boldness and simplicity, heritage and modernity, art and emotion. Every piece I create is meant to feel personal, expressive and timeless.

Can you share your journey into jewelry, and what first inspired you to become a jeweler or designer?

I’ve always had a deep appreciation for detail, individuality, and creative expression. Jewelry has fascinated me since I was young — not just as an accessory, but as something that transforms with the person wearing it. When I moved to the U.S., I realized that the styles I connected with most weren’t easily found here. Then, during COVID, I finally had the time and clarity to pursue what had always been my true passion. That’s when I began creating jewelry that reflects both my cultural roots and my modern sensibility — pieces that feel personal, refined, and made to tell a story.

Describe a new collection, or collection, you’re working on and the story behind it.

We are launching a new 925 silver collection with diamonds and coloured stones, inspired by the cycles of day and night. Designed to be versatile, trendy and stackable, the pieces will debut for the end-of-year season.

How does your generation’s perspective (Gen Z/Millennial) reflected in the way you design or run your business?

As a Millennial, I’ve always been drawn to blending the timeless with the modern. My generation values authenticity and meaning, and that deeply shapes how I design and build my brand. I’m inspired by clean lines, thoughtful details, and pieces that feel effortless yet personal. I think about how jewelry becomes part of someone’s life — how it’s worn, loved, and remembered. For me, true luxury lies in that connection: creating something lasting, but also deeply human.

Which of your designs has a particularly meaningful story for you?

One of the most meaningful collections I have designed is Pharaoh’s Grace, which I created in collaboration with designer Heidi Bastamy. The collection draws inspiration from ancient Egyptian symbols, like the lotus flower, which represents rebirth. At the time we designed it, I was experiencing my own personal and professional rebirth; after years working in economics, I finally discovered my true passion for jewellery. Every piece in this collection reflects that journey of transformation, resilience and embracing what truly inspires me.

How would you describe your design aesthetic in three words?

Timeless. Distinctive. Refined.

How do you see the role of jewellery evolving for your generation, adornment, investment, self-expression or all of the above?

For my generation, jewellery is evolving into a personal archive of versatile, meaningful pieces that mark milestones, reflect identity and move seamlessly through everyday life. Jewellery is no longer just for adornment or investment. Rather, itis wearable storytelling that blends beauty, memory and lasting value.

Through ANTY, Amany Afify has created a bridge between worlds. Her designs transform the sacred symbols of her heritage into heirlooms, pieces that feel at once ancient and new. “Jewelry,” she said, “is about rebirth—of ideas, of self, of beauty. It carries our past but points toward our future.” In her hands, every creation becomes a reflection of that truth: that we are all, like her jewels, works in progress: shaped by time, refined by experience and illuminated by purpose.

Each of the millennial designers spotlighted here have a thoughtful and successful practice. Taken together, these designers chart a shared philosophy that jewellery should carry meaning, remain timeless and feel as considered as the lives it accompanies. Their work combines rigorous craft with clear values as they invite transparency into the process and open space for personal narrative. The next chapter of the jewellery trade belongs to makers who are defining it through the principles of the millennial generation: who give primacy to materials while honouring memory and the people who will wear their work every day.

What is a jewelry that you designed that has a particularly meaningful story for you?

One of the most meaningful pieces I’ve designed is the Pharaoh’s Grace collection, which I created in collaboration with designer Heidi Bastamy. The collection draws inspiration from ancient Egyptian symbols, like the lotus flower, which represents rebirth. At the time we designed it, I was experiencing my own personal and professional rebirth — after years working in economics, I finally discovered my true passion for jewelry. Every piece in this collection reflects that journey of transformation, resilience, and embracing what truly inspires me.

What values are reflected in your work (responsible sourcing, sustainability, other etc.), and how do you integrate those values into your collections?

At ANTY Jewelry, I believe true luxury carries a sense of responsibility. Every piece begins with ethically sourced gold and diamonds, chosen through partners who share our values of integrity and transparency. I’m passionate about creating jewelry that endures — pieces meant to be worn, loved, and passed on. To me, sustainability is about more than sourcing; it’s about timeless design and craftsmanship that honor both people and the planet.

Many younger jewelers emphasize storytelling. What story do you share with your jewelry?

For me, jewelry is deeply personal — it tells stories that words often can’t. Every piece I create begins with a feeling or memory, transformed into something tangible and lasting. My work reflects stories of heritage, transformation, and individuality — a dialogue between where we come from and who we’re becoming. I want my jewelry to remind people of their own strength, beauty, and evolution — to feel like they’re wearing a part of their story.

How do your personal identity and background influence your work?

My identity is deeply woven into everything I create. Growing up in Egypt, I was surrounded by a culture where jewelry carried meaning — it wasn’t just decoration, but a symbol of heritage, protection, and personal expression. That perspective shaped how I see beauty and purpose in design. Living and traveling across different countries later expanded my aesthetic, blending traditional influences with a modern, global sensibility. My work reflects that balance — rooted in history yet made for today’s world.

What challenges do you face as a younger jeweler entering or navigating the industry?

As a younger jeweler, one of my biggest challenges is navigating the business side of the industry — particularly visibility and the rising costs associated with production and tariffs. The fine jewelry world is incredibly competitive, and building brand recognition takes both time and strategic investment. There’s also uncertainty when it comes to sourcing and importing materials, which can impact pricing and planning. Despite these challenges, I see them as part of the journey — they push me to think creatively, strengthen my network, and find new ways to connect with clients who value authenticity, craftsmanship, and lasting design.

How do you balance artistry with the practical demands of running a business?

Balancing artistry with the realities of business is a constant learning process. I hold myself to a very high standard when it comes to craftsmanship and materials, so I’m always searching for vendors who can meet that quality at a fair cost. I try to simplify the supply chain wherever possible — cutting out unnecessary middlemen to create a more sustainable cost structure without compromising design or integrity. It’s about finding that balance between creativity and strategy, so the brand can grow while staying true to its vision.

What innovative approaches are you using to reach today’s consumer?

Today’s consumer connects deeply with authenticity and story, so I focus on building genuine relationships through storytelling, design, and transparency. Social media allows me to share not just the jewelry, but the inspiration and craftsmanship behind each piece — giving clients a glimpse into the creative process. I also embrace digital innovation, from virtual consultations to content collaborations, to make fine jewelry feel more personal and accessible. It’s about creating an experience that feels modern yet timeless — just like the pieces themselves.

What do you think Gen Z and Millennials are looking for in jewelry today, compared to older generations?

I think Gen Z and Millennials see jewelry as a form of self-expression rather than just adornment. They want pieces that feel personal, meaningful, and wearable — jewelry that reflects who they are and fits seamlessly into their everyday lives. This generation values authenticity, versatility, and craftsmanship, but also expects transparency and purpose behind a brand. They’re drawn to designs that tell a story, feel modern, and still carry emotional depth — something they can live in, not just save for special occasions.

Do you think social media platforms (Instagram, TikTok, Pinterest) are changing how jewelry is designed, marketed, and sold? How do they affect your business?

Social media has completely transformed how we connect with clients. As an online-first brand, platforms like Instagram and TikTok allow us to share the story, craftsmanship, and inspiration behind each piece — building community, showcasing collections, and inspiring our designs in real time.

How have mentorship or peer networks played a role in your career so far?

Mentorship and my peers have played a huge role in my journey. I’ve learned so much from other designers about the industry, market trends, and the realities of running a jewelry business. They’ve also introduced me to trusted sources for materials, which has been invaluable in ensuring every piece meets the standards I set for my brand.

Do you collaborate with other designers, artists, or industries to expand your creative practice?

Yes, collaboration is a big part of how we work. Partnering with other designers and artists brings fresh perspectives and sparks new ideas, keeping our creative practice dynamic. It’s also a way to support and encourage emerging talent, helping young designers find their voice and enter the industry with confidence.

What role does Ai play in your business (if any)?

AI plays a practical role in my business, mostly as a research tool. I use it to gather information, compare prices, and conduct market analysis. It helps me make more informed decisions while I focus my energy on the creative and artisanal aspects of designing jewelry.

What are your hopes for the future of the jewelry industry as more Gen Z and Millennial voices rise to the forefront?

I hope Gen Z and Millennial voices bring more creativity, authenticity, and purpose to jewelry. I’d love to see designs that are meaningful, wearable, and reflective of individuality — where craftsmanship meets personal story and sustainability.

What advice would you give to other young jewelers just starting out?

My advice to young jewelers is simple: follow your dream. The journey is challenging, but every step is an opportunity to learn, grow, and create something meaningful. Enjoy the process, stay true to your vision, and remember that the path itself is as valuable as the destination.

If you could redefine or change one thing about the jewelry industry, what would it be?

If I could change one thing about the jewelry industry, it would be to make it more transparent and accessible — from sourcing materials to understanding craftsmanship. I’d love for more people to appreciate the care, skill, and story behind each piece, and for emerging designers to have clearer paths to showcase their creativity without unnecessary barriers.