Noora Shawqi’s journey into jewellery began with sharing her favourite pieces on social media in 2017. The Emirati jewellery designer’s passion led her to become a Diamond Graduate from the Gemological Institute of America and to earn certifications in Diamond Grading & Digital Jewellery Design. With these skills, she launched her own brand in 2018, which is now renowned for creating pieces that are not just accessories but stories made of gold, diamonds, and colourful stones. Made with care in Dubai by talented artisans, her collections are a testament to quality and creativity. Noora’s work is for the woman who values beauty, adventure, and meaning in her jewellery, whether it’s for everyday wear or marking special moments in life.
A Commitment to Sustainability
The designer’s journey into sustainable jewellery was ignited by a deep-seated belief in the responsibility of brands towards the environment and society. “My passion for sustainable jewellery was sparked by my belief that every brand has a responsibility to consider its impact on the environment and society,” she explains. Her dedication to positive contribution is evident in her CSR initiatives linked to each collection, such as the Morocco collection’s support for the Al Noor initiative, empowering local female artisans with disabilities, and the Maldives collection’s backing of ReefScapers, an organization committed to coral reef conservation.
Signature Style
When asked about her signature style, Shawqi reveals that her brand is inspired by travel, with each collection narrating the story of a destination. “Our goal is to make clients travel through jewellery, with each piece telling a story about the destination and how it was created,” she says. This unique approach allows her to capture the spirit, culture, and beauty of each place she visits, translating these elements into wearable tales of elegance and adventure.
Favourite Jewellery Trends and Innovation
“I personally love seeing jewellery that is innovative and unique. Some have hidden treasures inside of them, and some can be worn in different ways. We love creating jewellery that is wearable in different ways, and gives a different look with just a simple adjustment. For example, our Mosaic pieces from the Morocco collection are reversible and can therefore be worn in two ways; when you flip them, a different colour appears. We love creative designs that enable the wearer to have two different pieces or looks in one jewellery item,” she shared.
Balancing Global Design Influences with a Strong Local Identity
Balancing global design influences with a strong local identity, all the Noora Shawqi pieces are manufactured in the UAE, proudly showcasing local craftsmanship and quality. “All of our pieces at Noora Shawqi are proudly manufactured in the UAE, emphasising our commitment to local craftsmanship and quality. Being Emirati myself, I have an intimate understanding of the tastes and preferences of consumers here. This insight allows me to seamlessly integrate global influences into my pieces while infusing them with an unmistakable Emirati touch, creating jewellery that resonates with both local and international audiences,” she commented.
The Japan Collection
Her latest collection is inspired by the rich Japanese artistry and way of life. Speaking about her inspiration behind the new collection, she shared: “The Japan collection was created by drawing inspiration from various elements of Japan. It all started with the Shibuya crossing. I remember overlooking the Shibuya crossing from a café and I was simply amazed by the movement of crowds as soon as the light turns green and specifically how they flow in clusters in different directions. I used gold balls and diamonds to represent the people, as to me they were the biggest inspiration of all. I was fascinated by Japanese culture, artistry and way of life and wanted to translate the beauty of these elements into the collection.”
What do you hope people feel or think when they wear your designs? Is there a special message you’re trying to send with your pieces?
I want them to feel more confident when they wear it and to remember the story behind the piece.
Looking to the future, what vision do you have for your brand, and are there any exciting projects or collaborations on the horizon?
Yes, we are launching our new CSR campaign in celebration of our Japan collection. I am extremely excited for the launch, as it is so important to me to be able to contribute and make a difference, no matter how big or small.
What advice would you give to emerging designers who aspire to make their mark in the world of fine jewellery, particularly in the UAE?
Shape the brand identity before creating the actual jewellery. This approach is important because establishing a clear brand identity serves as the foundation upon which the entire brand’s concept and jewellery collections are built.
As a modest woman who has carved a niche for herself in the entrepreneurial world, what words of encouragement would you offer to Emirati women and the wider global community of modest women who look up to you?
There is nothing we can’t do, once you set your mind on something and put all the effort that is needed, then the sky is the limit.
