How two German expats in Dubai created the world’s first Slim Jewellery Wallet.
Three years ago, the Slim Jewellery Wallet existed only in Vi Bui and Marcel Al-Naama’s imagination. Bringing it into the world meant countless hours in the workshop, prototypes that refused to cooperate and an obsession with getting every detail right.
Today, their Dubai-born brand, NETIC, is an official partner of the Emirates Woman – Woman of the Year Awards 2026.
For a brand built around “For Women Who Win,” the partnership marks a milestone that reflects the strength of the brand and the potential of its invention.
The crystals catch your eye. The mechanism makes you look twice.
One push. Six cards emerge, three on either side. Vi Bui wanted an automatic release in a body barely bigger than the cards themselves—a brief engineers had told her could not work within the space she imagined. And it had to be beautiful: effortless to use, even with manicured nails, and desirable enough to earn its place in a beloved handbag.
Making it work was only half the ambition. Making women want it was the other.
Together, Vi Bui, Founder & CEO of NETIC, and Marcel Al-Naama, Co-Founder & COO of NETIC, created the world’s first Slim Jewellery Wallet. German precision engineering. Born in Dubai.
Crafted with a Winning Mindset.
Every leading slim-wallet brand was a benchmark. Yet none delivered the combination Vi Bui was looking for: a truly slim profile, a lightweight feel, effortless card access and the finish of a luxury accessory.
With Apple Pay, women were carrying fewer cards. Their handbags had room for something smaller—and every reason for it to be beautiful.
Vi Bui brought 15 years of creative concept development and more than 300 concepts to the challenge. Her work across brands and industries demanded an instinct for each brand’s DNA—and the versatility to create within entirely different worlds. “I never run out of ideas. But the first ten are usually boring. You must rethink them, question them and take the path of greatest resistance to find truly creative and new approaches,” she says.
The mechanism had to release the cards effortlessly and hold them securely. Its custom-made parts needed to work together like the movement of a watch: one detail out of place, and nothing ran as it should.
There was so much 3D printing that Vi Bui jokes they could probably have printed a Lamborghini. All that material, all those prototypes—to make something barely bigger than the cards themselves.
Because anyone can make a wallet. But can you make one slimmer, smarter and more satisfying to use?
The answer was the original NETIC 3:3 Pop, housed in a body machined from solid 6061 aluminium—an alloy used in aerospace engineering—with RFID protection built in and no buttons or screws interrupting its lines.
From Slim Wallet to Slim Jewellery Wallet.
The defining turn came when the ambition grew from improving an existing product to creating a category of its own.
On the Crystal Line, pink ombré brings colour and brilliance to the surface. On the Couture Line, hundreds of crystals are placed by hand in layered compositions. Each Couture Collection is limited to 99 numbered pieces.
Future artist collaborations will explore other forms of exceptional craftsmanship. Imagine carrying a piece by an emerging artist in your handbag. The Slim Jewellery Wallet becomes a frame for their talent.
An art piece, ready to wear.
The Feeling Behind the Invention.
Marcel Al-Naama brings 23 years in 360° and live marketing, including luxury-brand work, events with up to 10,000 guests and a previous role as CMO of TCC Global. At NETIC, the Dubai-based luxury accessory brand, he applies that experience to operations, partnerships and bringing the invention to market.
“Perfecting the features took us three years. But the soul of NETIC is what stays with you—the feeling, the emotion of holding one in your hands,” he says. “After putting three years of our lives into this invention, we want every piece we put into someone’s hands to do that work justice—in its quality, its finish and the way it feels to use.”
A Sparkling Moment.
Chosen for oneself or given to someone special, a NETIC Slim Jewellery Wallet can mark an achievement, a milestone or a new beginning. Carried every day, it keeps that moment close.
That little something sparkling in your handbag becomes a personal talisman.
A precious everyday reminder: you are a woman who wins.
Discover NETIC · Follow NETIC on Instagram
You might also like – New Mall in Dubai: Hind City Gets 40 Retail Outlets
