From the moment Layal Al Sultan first held a jeweller’s tool in her hand, she knew she was destined for something beyond just a hobby. “I had always loved jewelry, but when I took that class in New York, it awakened something deeper,” she recalls. It was this realization that led her to launch ELURA, a brand that combines tradition and modern jewellery trends, creating pieces that speak of her Kuwaiti roots and resonate deeply with her clientele. In an exclusive conversation with Soigné, Layal shares the emotional stories behind her designs, the challenges of building a brand in a competitive industry, and the poetic craftsmanship that defines ELURA.
Was there a specific moment or piece that made you realize jewellery was more than just a hobby, but something you wanted to dedicate your time to?
Absolutely. It was when I took my first jewelry-making class while studying in New York. I’d always loved jewelry, but that class sparked something deeper. When I held the tools in my hand and saw my ideas come to life, I knew this was more than a passion—it was something I wanted to dedicate my career to. The more I created, the more I felt this pull to design pieces that people could connect with on a personal level. That realization was the beginning of ELURA.
Can you recall a time when a customer shared how a piece from your collection became part of their own personal story? How does it feel to see your designs play such a meaningful role in someone’s life?
One of the most touching moments was when a customer purchased a piece to celebrate the end of her chemotherapy journey. She told me that wearing the piece symbolized her strength and resilience, and it marked a new beginning for her. Knowing that something I designed could hold such deep personal meaning for someone was incredibly moving. It’s moments like these that remind me why I love what I do—creating jewelry that becomes a part of people’s most significant life events.
Cultural heritage is deeply embedded in ELURA’s DNA, yet your pieces have a uniquely modern feel. Can you share an example of how you’ve merged a traditional motif with a modern aesthetic in one of your collections? What’s the story behind that design?
One example is the Desert Whisper Earrings from my Cosmic Whisper collection. While the inspiration comes from Kuwait’s desert landscape, I didn’t want it to be a literal interpretation. Instead, I combined the traditional imagery of the desert with a sleek, modern design. The curves of the gold reflect the rolling sand dunes, while the diamonds symbolize the stars that guide travelers at night. It’s a piece that carries the essence of my cultural roots but in a way that feels fresh, refined, and timeless.
Launching a fine jewelry brand without a family background in the industry must have come with its set of challenges. Can you tell us about a defining challenge you faced early on, and how that experience shaped both you and ELURA?
One of the biggest challenges I faced early on was establishing credibility in a highly competitive industry. I didn’t come from a family of jewelers, so I had to carve my own path. When I first started, finding the right manufacturers who believed in my vision was tough, but it pushed me to be persistent. That experience made me realize the importance of building strong relationships and trusting my own instincts. It taught me resilience and shaped ELURA into a brand that stands for quality and creativity—traits I had to prove early on to set myself apart.
Craftsmanship is central to ELURA. How do you ensure that the craftsmanship in your pieces reflects the brand’s philosophy of elegance and timelessness?
Craftsmanship is everything to me. I’m very hands-on in the production process and work closely with skilled artisans to bring my designs to life. I prioritize quality materials and techniques that stand the test of time, and I never compromise on those values. Each piece goes through meticulous inspection to ensure it meets the highest standards. I believe that elegance comes from attention to detail, and it’s those details—like the smooth curve of a band or the perfect setting of a gemstone—that make a piece timeless.
Jewelry is often passed down through generations and carries deep sentimental value. Is there a specific piece in ELURA’s collection that you hope one day becomes a family heirloom for your customers, and why?
One piece that I hope becomes an heirloom is the Heritage Moon Pendant. It’s a delicate and meaningful design, with mother-of-pearl representing the night sky and a crescent moon that symbolizes both heritage and hope. I wanted it to feel classic but with a hint of modernity, so it could be worn by future generations. The idea of someone passing down this piece and sharing the story behind it is something that really excites me.
What is your personal favourite piece from your brand and why?
My favorite piece has to be the Halo Signet Ring. It holds a special place in my heart because it was the very first piece I ever created during my jewelry-making class in New York. It represents the beginning of my journey into design and the foundation of ELURA. The ring itself is bold yet timeless, with clean lines and a modern take on a classic signet. Every time I see it, I’m reminded of how far I’ve come, and it’s a piece that will always symbolize the start of this incredible adventure.
There’s a serene, almost poetic mood in ELURA’s campaigns, especially in the way they’re shot. What do you want your customers to feel when they see these images?
I want the visuals to evoke a sense of calm and quiet confidence. Each campaign is designed to reflect the essence of the collection in a way that’s understated but impactful. I love using soft lighting and natural settings to create an atmosphere of serenity and timeless beauty. When customers see the imagery, I want them to feel inspired and connected to the story behind each piece. It’s about creating an emotional experience that aligns with the elegance and craftsmanship of the jewelry itself.
What’s next for ELURA? Can you tease any upcoming collections or collaborations that will excite your clients and expand the brand’s story even further?
I’m currently working on expanding the Cosmic Whisper collection, and I’m really excited about it. This next phase will include smaller, more delicate pieces that still capture the bold essence of ELURA. I want to offer something versatile and refined, but with the same intricate details and storytelling that our brand is known for. These pieces will be perfect for everyday wear while maintaining the unique character of the original collection. I can’t wait to share them with everyone!
