Brilliance Ketoora THE of

By Martine Mackenzie

“Dopamine Dressing” is defined as wearing clothes/accessories you love that will boost your mood. There aren’t any official studies that can conclude that we release dopamine when wearing specific types of clothing or kinds of accessories, but some experts believe there’s something to this trend. Dopamine acts on the brain to give feelings of pleasure, satisfaction, and motivation and anything that makes us happy causes us to release dopamine naturally. So, why shouldn’t the way we look when we dress a certain way makes us feel great?

I subscribe to “dopamine dressing,” and so does Sylvia Dief-Atallah, the brilliant and super-talented artist behind the jewelry line, Ketoora. Handcrafted locally in Niagara, each piece is an extension of Sylvia’s imagination.

Fourteen years ago, Sylvia began to dabble in making earrings. “I’ve always loved fashion and accessories, and making a statement with what I’m wearing,” she says. “When I was looking through magazines, I’d see these great pieces, but I could never find them. I saw that there was something missing in the market, so I started creating my own pieces, for me.”

Having lived through the fashion of the 80s and 90s, Sylvia was no stranger to big statement earrings that sadly, weighed a ton and were just so uncomfortable to wear. “I love big earrings, so I started looking for lightweight materials to create beautiful and unique pieces.” She started with the Tagua nut from South America but found it wasn’t always easy to get. So, Sylvia moved onto beadwork, which was a little bit heavier and four years ago, she began working with polymer clay. “I love polymer clay. It’s versatile and lightweight!” she adds. Polymer clay is also Sylvia’s favorite medium to work with as it can be molded, creating a 3-D effect, however, it’s not without its issues. “Polymer clay can be challenging as it’s not easy to replicate the same color and shape when baking. I’m a perfectionist, and this can be a problem. I won’t sell pieces that I’m not satisfied with.” But challenges mean nothing to this lady! Sylvia recently amped up her jewelry game by acquiring a laser machine which has allowed her to create in two new mediums, acrylic and wood, also both extremely lightweight.

Each season, Sylvia creates! When asked what inspires her art, she thinks and says, “Mostly my travels. I take inspiration from architecture, textiles, colors, fabrics, and I try to incorporate these inspirations into each season. I pick a palette and start drawing them out on paper and digitally. But what was in my head or on paper doesn’t always translate when I make the pieces.” Sylvia laughs as she adds, “I get bored easily, so things are always changing.”

Ketoora’s Fall/Winter 2023/2024 collection is a testament to how Sylvia’s creativity is brought to life with her pieces which are literal labors of love. “It’s all a learning process. I love what I do and I’m really enjoying working with the laser and seeing the results I’m getting. Although I love polymer clay, the laser does allow for more consistency.”

When asked where she sees herself and Ketoora in 5 years, Sylvia is very reflective – “I’ve been tremendously blessed to get some very good exposure. Keetora has been featured in several international publications – British Vogue, Bazaar Vietnam, Glamour Bulgaria, etc. But in 5 years, I’d like to be in more boutiques, and I’d like to scale up into a wholesale business model.”

As we were wrapping up our time together, I asked Sylvia about the name of her business, and where it came from. When she told me, I asked if I could share as it is deeply personal, and Sylvia quietly said, “Of course.”

“I’m a proud Canadian, born of Coptic Egyptian parents. My faith and spirituality have always been such an important part of my life. In the Bible, Keturah is the wife of Abraham. I took that name, and attached it to my love of couture, hence the name, KETOORA.” ketoora.ca

There is indeed a spiritual connection to each and every piece that comes from her hands. I own upwards of 20 different pieces myself and will continue to add to my collection.

Sylvia Dief-Atallah continues to see her mission be realized as she creates pieces that are wearable art. She helps her clients find and express their own unique style with pops of color, or bold, statement pieces.

Ketoora is – Fearless, Outspoken, Empowering Statement Jewelry for All Bodies.