From Cape Town to the Gulf: Jolene’s Mission for Sustainable, Elegant Surfaces

Where design becomes a statement

Jolene is quietly reshaping the conversation around surface design in the United Arab Emirates. Originally from South Africa, she is the founder of Curated Crete , a company that brings refined finishes to a region known for architectural ambition. But more than a product, she offers a mindset—one that blends timeless aesthetics, practical resilience, and environmental awareness. Through her work, spaces gain not only visual depth but also purpose.

A Finish with Legacy, Transformed for the Region

The surface system she introduces is based on a material developed over 50 years ago. Known in its home market for quality and durability, Cemcrete has long been used in upscale residential and hospitality projects. Its unique blend of texture and tone sets it apart from conventional concrete or tile. Now, through exclusive distribution in the GCC, the product is finding new expression in contemporary villas, spas, and architectural landmarks across the Emirates.

Performance Meets Simplicity

This seamless, cement-based finish is ideally suited for the region’s climate. It resists humidity, eliminates unsightly grout lines, and remains cool to the touch—even under the Gulf sun. Because it is free of volatile chemicals, it also contributes to better indoor air quality. These features have made Cemcrete a go-to choice for design professionals seeking both aesthetics and functionality, particularly in wellness and eco-sensitive environments.

An Entrepreneurial Path Built on Adaptability

Jolene’s background reflects her versatility. She began in adult education, later moved into commodities trading, and eventually found herself in Dubai—first as a visitor, then as a founder. What began as a short trip became a turning point. Within weeks, she recognized a synergy between the region’s evolving design identity and the understated power of the material she would soon represent. With that, a new chapter began.

Crafted with Purpose, Not for Popularity

At Curated Crete, each project is approached as a collaboration. Jolene works closely with architects, designers, and developers to ensure that every surface complements the story of the space. An in-house application team based in Dubai provides local expertise, ensuring precision in both technical performance and visual result. Whether applied on walls, floors, or custom furniture, Cemcrete transforms surfaces into design statements.

Those interested in Jolene’s portfolio or philosophy can visit www.cemcrete.co.za —a digital showcase of sustainable elegance and architectural storytelling.

Sustainable Design for a Regenerative Future

The finish not only delivers aesthetic value —it also supports the UAE’s broader sustainability goals. Its long lifespan reduces waste, and its natural composition aligns with LEED and other environmental certifications . By using it, developers contribute to buildings that are not only beautiful but also responsible. Jolene’s work proves that conscious design can be both luxurious and practical.

The Quiet Strength of a Considered Brand

Rather than chasing attention, Jolene cultivates visibility with care. She chooses features that reflect her philosophy—depth over noise, alignment over volume. This approach reflects the product itself: resilient, elegant, and designed to endure. Through Cemcrete, she offers more than just surfaces—she offers a new way to live with beauty, clarity, and intention.

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