It’s 2025, and sustainability in fashion is no longer a conversation, but an expectation. However, when it comes to jewellery and accessories, there’s still a long way to go. Noora Shawqi is part of the wave of designers changing that. From sourcing ethical materials to launching CSR initiatives like coral reef restoration in the Maldives, she’s proving that luxury can have a conscience. As an Emirati designer who transitioned from jewellery content creation to building her own name-sake high jewellery brand, Noora has redefined what it means to create with purpose. In an exclusive chat for Women Building Empires, we sit down with her to talk about sustainability in fine jewellery, turning passion into an empire, and why the industry’s future should be as brilliant as the pieces it creates.
Your journey from sharing your love for jewellery on social media to building an acclaimed luxury brand is inspiring. What does this transformation say about trusting your instincts and taking that first step?
Starting out on social media was a way to share my passion and connect with people who appreciated jewellery. It was through those connections that I realized there was space for my vision in the market. Taking that first step was about believing in what I loved and working to make it happen. It taught me that growth comes with action, and even small steps can lead to significant change.
Your designs reflect stories from your travels, like the ‘Japan’ collection and your Maldives- inspired pieces. How do you translate cultural experiences into jewellery?
Travel shapes everything I design. I try to immerse myself in a destination—its culture, people, and landscapes—and pay attention to the little details, like patterns in architecture or colors in the environment. Those impressions are what I bring into my jewellery, creating designs that reflect the essence of each place.
Building a brand often involves more than creativity—it requires vision, resilience, and leadership. What has been the most defining moment for you as the founder of your own label?
A defining moment was launching the “Travel Through Jewellery” book. It brought together years of work and the stories behind my collections. Another key moment was mentoring a student through the Vacheron Constantin campaign, which allowed me to share what I’ve learned while giving back to the community.
What role do you think luxury brands should play in driving positive change for the environment?
Luxury brands have the resources and influence to lead by example. Collaborating with Reefscapers to restore coral reefs in the Maldives was our way of giving back to the environment that inspired the collection. I believe brands should prioritize sustainability and integrate it into their practices, proving that luxury and responsibility can go hand in hand.
As an Emirati woman leading a globally recognized jewellery brand, how do you view your role in shaping conversations about entrepreneurship and creativity in the region?
As an Emirati woman, I’m proud to be part of a growing creative movement in the UAE. My journey reflects the opportunities here and the importance of understanding both local and global markets. I hope to inspire others to pursue their ideas and contribute to the region’s creative industries.
Your jewellery celebrates individuality, encouraging women to be bold and unique. How do you hope your creations empower the women who wear them?
My jewellery is designed to allow women to express themselves. Whether it’s layering pieces or wearing a statement design, I want the women who wear my creations to feel confident and unique.
What does “building an empire” mean to Noora Shawqi?
Building an empire is about creating something meaningful that lasts. For me, it’s about telling stories through jewellery while staying true to my values. It’s also about building relationships with customers, collaborators, and communities.
When you think about the empire you’ve built, what legacy do you hope to leave behind—not just for your brand, but for the industry and community as a whole?
I want to leave a legacy that shows how jewellery can connect people to stories and places while making a positive impact. Through my collections and CSR initiatives, I hope to inspire others to create with purpose and support their communities.
This article originally appears in Soigné Middle East’s debut print issue.
