In a world where traditional paths are increasingly diverging into innovative ventures, Dr. Elaina Mansour’s journey from naturopathic medicine to the intricate art of jewellery design is a testament to the transformative power of holistic thinking. Trained to treat the whole person—mind, body, and spirit—she seamlessly translates this comprehensive approach into her jewellery designs. Each piece from her brand, Nijma M, embodies a deeper connection to heritage and personal storytelling.
In an exclusive conversation with Soigné, Elaina walked us through the seamless fusion of her naturopathic medicine background with her passion for jewelry design. She shared insights into how her holistic training influences her creative process, her dedication to sustainability, and the deep emotional connections that her jewelry fosters.
Transitioning from a career in naturopathic medicine to founding a jewelry brand is quite a leap. How do you see your background in science and medicine influencing your approach to jewelry design?
Naturopathic medicine encompasses a holistic approach to wellness and medicine. A patient’s physical, mental, emotional wellbeing are at the forefront of all treatments and having been trained to consider all the factors and treat the whole person, I brought that concept to jewelry design. When I’m designing pieces, I contemplate how the different elements come together to create a whole design – how the metals come together to compliment the stones, how settings change the feel of a piece and how shank styles enwrap fingers. I also keep in mind how essential it is for pieces to not only be aesthetically pleasing but also practical and can be worn easily.
Nijma M is built on the concept of duality—timeless sophistication paired with ritzy coolness. Can you share how this duality is reflected in your design process and final creations?
I’m in awe of the magic when differing concepts or ideas come together. This duality is a key part of the Nijma M DNA. When designing, there are many things to consider, and this duality is one of them. In the design process, bringing together for example, a timeless metal colour like yellow gold with a modern, cool twist on the design. Our ‘Blue Ice’ ring combines a large emerald cut blue topaz stone with three yellow gold bands featuring a sleek knife edge profile.
You mention that each piece of jewellery is an ode to heritage, handcrafted with attention to detail. How do you combine traditional techniques with modern aesthetics to achieve this?
My Lebanese culture has positively influenced many aspects of my life and served as a major influence for Nijma M’s designs and served as inspiration to create a line of fine jewellery meant for everyday wear, what we like to call ‘modern opulence’ for the everyday. Combining this sentiment with modern craftsmanship techniques and a contemporary aesthetic, a balanced mix serves as the basis to celebrate heritage while designing modern pieces.
Sustainability is a cornerstone of your brand. Why do you think it is more important than ever now for jewellery brands to focus on sustainable practices?
Sustainability in the jewellery industry is not a well defined area. It truly is a journey, where practices have to be continuously re-examined and researched to make sure that they are truly in fact making a difference and having a positive impact on people and our environment. As millennials are becoming a larger segment of the luxury market, so does the demand for brands having a sustainability or environmental ethos as part of their brand. Clients are increasingly interested in facts like diamond origin, stone sourcing, manufacturing location, labour practices, packaging, etc. and it is therefore crucial for jewelry brands to be open and transparent about this with their clients.
Your designs are inspired by the inherent value and the emotions jewelry evokes. How do you capture and convey these intangible aspects in your creations?
Intentionality is always a priority when I design jewelry. Knowing what message I’m trying to convey through the piece can definitely help it resonate and evoke emotion with my clients. Also, playing with the contrast created by duality helps portray that emotional aspect.
Growing up in a Lebanese household influenced your passion for jewelry. Are there elements of Lebanese culture or design that you consciously incorporate into your pieces?
There is a strong appreciation and celebration of jewelry in Lebanese culture. Growing up, my mom always wore her big, bold, favourite pieces of jewellery on a daily basis and not just on the holidays or special occasions. It was a lesson that elegance is an everyday celebration and that there is beauty and joy in the every day to be celebrated. I vividly recall her favourite piece that she wore (and still wears to this day) – a large stunning blue topaz pendant necklace surrounded by a thick yellow gold bezel delicately attached to a yellow gold braided chain with a large spring ring clasp.
Jewellery is described as a symbol of personal empowerment in your philosophy. Can you share a moment when a piece of jewellery empowered you or someone you know?
For me, jewelry is the star of the show. We are very visual as human beings, and when you wear pieces you connect with or pieces that you simply love for their beauty, you certainly feel empowered. I love our ‘Eye on You’ evil eye necklace – whether on social occasions or business meetings, it is the piece that I consistently wear. Wearing an evil eye makes me feel protected and along with that empowered, as well as grounded. This sense of feeling grounded helps me focus on what is important and what needs to get done.
You envision your jewelry as future heirlooms. What advice do you have for individuals looking to choose a piece that will carry their story for generations?
Firstly, I would recommend that the piece be practical and easy to wear. It is always extra special when you can wear and incorporate a piece of jewelry that has been passed down. Another thing to consider is craftsmanship and longevity. I’d absolutely recommend a solid gold design which lasts infinitely and has been crafted and made by skilled artisans. This adds to the specialness and story of the piece. I’d also recommend choosing pieces that are versatile and can be worn on many different types of occasions – and especially everyday!
With the principles of sophistication, sustainability, and storytelling at your core, what future directions do you see Nijma M exploring in the world of fine jewelry?
Nijma M will continue to explore ways to elevate the ordinary and strive to always bring a sense of ‘modern opulence’ to our designs. We are currently working and excited for our new collection set to be released by early summer 2024. Stay tuned for classic styles with a modernly opulent twist – setting diamonds in a different way to explore their brilliant angles.
