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"Since I was a little kid, I used to design jewelry, making them out of glass and leather and selling to my friends next to our school's Abou Torres snack [shop] where we used to stop for croissants," she recalled.The designer and gemologist founded her jewelry brand, Effys, in Beirut in 1982 . Earlier this month, Kreidieh launched an Effys' pop-up shop in the Beirut Souks, which will run until March.Kreidieh and her husband also passed on their passion for jewelry to their children. Her pop-up shop is located next door to a shop run by her three daughters, who are also jewelry designers and best known as the Mukhi Sisters.The collection at the pop-up store included distinctive pieces such as a necklace of black diamond hearts, a purple pineapple brooch, a one-sided earring, a multitiered pearl necklace, colorful statement rings and floral and tear drop earnings.Effys' pop-up store at the Beirut Souks will be open until March.
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