Emerging jewellery designers are crafting compelling narratives and a sense of purpose in their collections, aligning with the values of a new generation of consumers, prioritise sustainability, substance, and style.
Dubai-based jewellery designer Noora Shawqi weaves travel and conservation into work, underlined with a modern aesthetic. Her designs are feminine, unfussy, and produced with top-tier craftsmanship and finish by highly skilled artisans.
Inspired by her global travels, Noora’s one-off collections empower women to embrace adventure and individuality. Her efforts to help conserve coral reefs in the Maldives underscore her commitment to giving back to environment and society.
Noora Shawqi in her words:
Your passion for jewellery shines through your work—can you tell us about the moment or experience that first sparked your love for jewellery design?
I’ve loved jewellery from a young age. Whenever I went to the mall with my mother, I’d always make her stop by jewellery stores so we could look around. Over time, I realised it wasn’t just about admiring the pieces, I found myself paying attention to the details, wondering how each design was made, what gemstones were used, and the craftsmanship behind it. That curiosity eventually turned into a passion for creating jewellery myself.
Starting in 2017, you used social media to share your favourite pieces from regional and international jewellers. How did that experience shape your decision to launch your own brand in 2018?
Sharing my love for jewellery on social media gave me a deeper understanding of what people appreciate in design. Engaging with different styles, learning about craftsmanship, and seeing how people connected with jewellery inspired me to take the next step. I wanted to create pieces that reflected my vision and experiences, and that’s how the brand came to life.
I’m a certified Diamond Graduate from the Gemological Institute of America and hold certifications in Diamond Grading & Digital Jewelry Design from the International Gemological Institute.
These certifications helped me understand jewellery beyond aesthetics. Learning about diamonds, gemstones, and the technical side of design gave me the confidence to create pieces that are not only beautiful but also well-crafted. It also allows me to source the best materials and ensure high-quality production.
Travel is cited as your main source of inspiration. Could you share a specific destination or experience that has had a profound impact on one of your collections?
Sri Lanka had a huge impact on me, even before I started my jewellery line. I was searching for a Padparadscha sapphire to create a ring, and the experience of sourcing the stone there was unforgettable. It deepened my appreciation for gemstones and sparked a passion that ultimately led me to pursue jewellery design in a more serious way.
Are there other causes or themes—beyond travel and conservation—that you find yourself drawn to when designing?
Beyond travel, I’m inspired by heritage, craftsmanship, and meaningful connections. Jewellery should tell a story, whether it’s through the techniques used, the materials sourced, or the way a piece makes someone feel.
What sets your jewellery apart from other designers? How would you describe the signature style or essence of your brand?
My designs reflect my experiences and inspirations. Each piece is created with storytelling in mind, blending modern aesthetics with timeless elements. The brand is all about wearable, meaningful jewellery that can be styled in different ways while still feeling personal.
With your expertise in diamonds and gemstones, how do you balance technical precision with artistic expression in your pieces?
It’s always about finding the right balance. I focus on craftsmanship and quality, but at the same time, I want each piece to have character. The creative process starts with a concept, and from there, I work closely with skilled artisans to bring it to life while ensuring the details like setting, durability, and wearability.
Walk us through your creative process: how do you take an idea—say, inspired by a trip or coral reefs—and turn it into a finished jewellery piece?
It starts with an experience, something that catches my attention while traveling or something I connect with in terms of meaning or a potential for design. From there, I sketch out ideas, looking at shapes, textures, and colours that represent that inspiration. Then, I work with my team to refine the design, choose materials, and go through multiple stages of prototyping until we achieve the final piece.
From sketch to final product, what’s the most challenging—or rewarding—part of designing a new piece?
The most challenging part is making sure the final piece looks and feels exactly as envisioned. There are so many steps, from initial sketches to production, and small details can change the entire outcome. But the most rewarding part is seeing someone wear it and make it their own. That’s when the design truly comes to life.
Sustainability is a growing focus in your work, as seen in your collaboration with Reefscrapers that highlights a dedication to marine life and coral reef preservation in the Maldives…
We believe in giving back through our work, which is why we aim to dedicate a campaign to every collection we create. Whether through sustainability efforts, community support, or cultural initiatives, we strive to contribute in meaningful ways, even if small. Our collaboration with Reefscapers was a reflection of this commitment, and we hope to continue finding ways to make a positive impact through our brand.
We’re also inspired by initiatives like AlNour, an artisans’ cooperative in Marrakech that empowers women with disabilities through the art of hand embroidery, offering them independence and dignity.
How do you see traditional craftsmanship, like embroidery, intersecting with your work in jewellery design? Are there opportunities for collaboration or inspiration between these crafts that you’d like to explore?
Traditional craftsmanship plays a huge role in jewellery design. Whether it’s intricate goldwork, engraving techniques, or hand-finishing, these skills add depth and authenticity to each piece. Collaborating with artisans in different fields, like embroidery or textile work, could be an interesting way to bring new textures and patterns into jewellery.
Looking ahead, what’s next for your brand?
I’m always looking for new ways to evolve the brand. Recently, we launched our coffee table book, Travel Through Jewellery, which captures the inspirations behind our collections. I’m also exploring new techniques, materials, and collaborations that align with the brand’s vision.
If you could share one piece of advice with aspiring jewellery designers, what would it be?
Trust your vision and be patient with the process. Jewellery design isn’t just about creating something beautiful, it’s about craftsmanship, and understanding what makes a piece special to the person wearing it.