Dubai-based Emirati jewellery designer Noora Shawqi has built her brand around storytelling, travel and modern elegance. Since launching her eponymous label in 2018, Shawqi has created collections inspired by destinations around the world, translating cultural landscapes, colours and architectural details into wearable fine jewellery designed for contemporary women. A certified Diamond Graduate from the Gemological Institute of America, her approach combines craftsmanship with narrative, creating pieces that carry both meaning and timeless appeal.
As the UAE’s jewellery landscape continues to evolve, Shawqi is part of a growing generation of Emirati designers shaping the industry with distinctive perspectives and global ambition. In this interview, she reflects on how travel inspires her collections, the influence of her heritage, and the challenges and opportunities of building a fine jewellery brand from the region.
As an Emirati designer, how has your heritage and cultural background influenced your approach to jewellery design?
My heritage is always present in the way I design, even if it is not always obvious. The environment I grew up in, learning about our culture and traditions, and the people around me have all shaped how I see things. It naturally influences the way I approach design and how I develop each collection.
How would you describe the philosophy behind the Noora Shawqi brand today?
The brand is built around the concept of travel through jewellery. Every piece has a story behind it, and each collection is inspired by a destination. We want our customers to understand how a piece was created and the meaning it carries. That connection adds a different kind of value to the jewellery, beyond its appearance.
How have your personal journeys influenced the stories, materials and aesthetics behind your collections?
Travel gives me a different perspective every time. I pay attention to what I see around me, whether it is colours, textures, or patterns. That becomes the starting point for a collection. It also influences the materials I choose, especially when it comes to gemstones. Each destination adds something new, and I try to translate that into pieces that feel connected to a place but are still easy to wear anywhere.
How do you strike a balance between tradition and modernity with your designs?
For me, it’s about taking inspiration from the places I experience through travel and interpreting them through my own perspective, which is naturally shaped by my Emirati heritage. Each collection is rooted in a specific destination, whether it’s the colours, textures or patterns I encounter, but I don’t replicate tradition directly. Instead, I translate those elements into clean, refined designs that feel modern and wearable. My background influences how I see and develop these ideas, so even when a piece is inspired by another country, there’s always a subtle connection to where I come from. It’s about creating jewellery that carries the essence and story of a place, while still feeling timeless and relevant today.
Tell us about the creative process for your collections.
The process usually begins with research and observation. I spend time understanding the place or idea I am working with, then I start sketching. From there, I look at materials and how they can support the story. Once the direction is clear, I work closely with artisans to bring the pieces to life. It is a mix of planning and allowing the design to evolve along the way.
Many of your pieces are made in Dubai in collaboration with skilled artisans. How important is it for you to support local craftsmanship and production within the UAE?
It is very important to me. Working with local artisans allows me to stay involved in the process and maintain a certain level of quality. It also supports the craft and keeps those skills active within the region. There is a lot of talent here, and it is important to continue building on that.
How have you seen the industry in the UAE grow, and what opportunities do you see for Emirati designers?
The industry has grown a lot over the past few years. There is more visibility, more platforms, and more support for local designers. Emirati designers now have the opportunity to reach both regional and international audiences. There is also greater openness to different styles, creating space for new ideas and approaches.
As an Emirati entrepreneur, what makes you most proud to represent the UAE through your brand?
Being recognised as an Emirati entrepreneur makes me proud, especially knowing that I am representing my country through something I have built. The UAE has created an environment where we are supported and encouraged to grow, and that is something I value. It motivates me to continue building the brand in a way that reflects that support and carries a sense of responsibility.
Building a jewellery brand requires both creativity and business strategy. What have been some of the biggest challenges you’ve faced along the way?
One of the biggest challenges is balancing creativity with the business side. There are also external factors affecting the industry, especially over the past couple of years. For example, the steady rise in gold prices has directly affected how we operate. In situations like that, you have to stay flexible and adapt rather than focus on what is beyond your control. It can be challenging, but it is part of building and sustaining a business.
As your brand continues to evolve, are there new markets or regions you are particularly excited to expand into?
I am interested in expanding into markets that align with our style and storytelling. At the moment, we are focusing on growing more in Europe, where there is a strong appreciation for craftsmanship and design.
What advice would you give to women looking to launch their own brands or pursue careers in the creative industries?
Take your time and focus on building something that feels true to you. There will always be pressure to move quickly, but consistency is more important. Learn as much as you can, stay open to feedback, and be patient with the process. Staying connected to your values will help guide your decisions.
Looking ahead, what would you still like to achieve with Noora Shawqi?
I would like to continue growing the brand while staying consistent with its identity. That includes exploring new destinations, working on meaningful collaborations, and expanding the impact of each collection. The focus is on building something long-term that continues to evolve while staying true to its foundation.
By Lindsay Judge
