The Passion Diamond Shoes were presented in Dubai in September 2018 through a collaboration between Jada Dubai and Passion Jewellers. Contemporary reporting described a diamond-set footwear design unveiled at Burj Al Arab. This page looks back at that historical project and the reporting around its launch.
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The Passion Diamond Shoes collaboration
In its September 2018 interview with Jada Dubai co-founder and creative director Maria Majari, Khaleej Times reported the collaboration with Passion Jewellers, which supplied the diamonds for the project. The article described a nine-month design and development process and a prototype presented in European size 36.
The launch brought together footwear design and diamond setting. Rather than a conventional ring or necklace, the project placed the stones within the outline and surfaces of a pair of stilettos. The design attracted international coverage as an unusual example of jewellery craftsmanship applied to an object outside a traditional jewellery collection.
What contemporary coverage reported
The National’s report of 25 September 2018 described the planned presentation on 26 September at Burj Al Arab. It identified a 15-carat D-flawless diamond at the toe of each shoe and a further 236 diamonds lining the opening.
The launch was widely reported with an announced price of US$17 million. That figure belongs to the historical launch coverage. It is not a current quotation, product offer or statement of present availability from Passion Jewellers. The phrase “world’s most expensive shoes” was used in contemporary coverage; this retrospective does not claim a current world record or confirm a completed sale.
An Agence France-Presse report published by The Jakarta Post on 27 September 2018 identified Hemant Karamchandani of Passion Jewellers in its account of the launch. These dated sources provide the context for the project and distinguish it from the jewellery available to enquire about today.
A historical design story
The Passion Diamond Shoes offer a specific example of a collaborative design project associated with Passion Jewellers. The surviving coverage records the people, setting and concept of the 2018 presentation. It should be read as design history, rather than as a catalogue entry for an item currently being sold.
A historical specification also does not describe every later piece made by a business. Diamond characteristics, materials, documentation and commercial terms need to be considered for the individual design. If you are exploring a new commission, the useful starting point is your own brief and the details agreed with the jeweller.
Questions for an individual commission
A photograph of a past project can be a starting point for discussing a design, but it does not establish what can be made for a new customer. Explain which elements interest you: the outline, arrangement of stones, proportions or combination of materials. Ask the boutique to explain what is practical for the object you have in mind and how it would be worn, stored and maintained. A design conversation should distinguish an inspiration image from the agreed specification of your own piece.
Before proceeding with a commission, request a written outline of the materials, measurements, stones and services included. Clarify what documentation will accompany the finished piece and how changes will be approved during the process. Confirm the quotation and any payment, collection or delivery arrangements directly with the team. These questions help turn a broad idea into a clear brief without assuming that the terms of a historical project apply to a new design.
Explore bespoke jewellery today
Passion Jewellers’ bespoke jewellery process begins with a conversation about your ideas, preferences and intended piece. Bring reference images, explain the details you like and discuss the materials and proportions you have in mind. Ask the boutique to confirm the feasibility, quotation and schedule for your particular request.
For current jewellery enquiries, explore the engagement ring collection, read our diamond buying guide, or contact Passion Jewellers at Gold and Diamond Park in Dubai. Current specifications and arrangements should be confirmed directly with our team.
Historical reference: September 2018 launch coverage. Retrospective published 24 October 2026. The linked publications retain their original reporting dates.
