After realising her passion for jewellery, Emirati designer Noora Shawqi embarked on a career journey that would allow her to start her own jewellery line.
Noora Shawqi
After sharing her love for jewellery with her social media followers, Shawqi received great feedback and decided to take things further by embarking on studies into jewellery and gemology. In 2018, Shawqi returned to Dubai and launched her own brand, a vision of modern elegance inspired by her travels and heritage. Noora Shawqi showcases fine jewellery collections that combine cultural references with impeccable quality, creating statement pieces with a timeless aesthetic. Her designs are constructed using the finest materials, primarily in Dubai, working closely with highly skilled artisans. Her designs encourage women to be brilliant, adventurous and unique – we find out more.
Tell us more about your jewellery brand and how it came to life.
Noora Shawqi was born out of a deep passion for jewelry, diamonds and gemstones that I’ve had since I was young. I always found myself drawn to the craftsmanship and stories behind each piece. I decided to pursue formal training through the International Gemological Institute and Gemological Institute of America, which really helped solidify my love for jewellery to turn it into something more. After completing my courses, I felt confident enough to launch my brand in 2018. It’s been a journey of combining my love for design with a mission to create jewellery that tells a story.
What is the vision for the brand, and what would you like to achieve?
My vision for Noora Shawqi is to create a brand that’s recognised globally for its creativity and commitment to quality. I want the pieces we make to be more than just jewellery —each one should be a statement of empowerment and self-expression. Sustainability and ethical practices are also at the heart of what we do. I envision a future where women across the globe feel connected to our designs, not just because they look beautiful but because they carry meaning.
Describe the style and aesthetic of your pieces.
I’d say my style is all about telling a story through design. Each collection I create is deeply inspired by the places I visit and my experiences there. The aesthetic is a blend of bold, timeless pieces with a touch of elegance, all reflecting the rich cultures and traditions I’ve encountered. It’s about creating something meaningful—whether it’s a tiny detail or the whole concept — while maintaining a modern, wearable look.
Can you tell us about your current collection?
Our latest collection is inspired by Japan—particularly the beauty of its lanterns and the dynamic energy of places like Shibuya Crossing. It’s all about movement and light, captured in the form of gold balls, which symbolise both the people and the lanterns in Japan. I spent a lot of time working on the Shibuya piece, which I think really encapsulates the vibrancy of Tokyo. It’s a collection for strong, confident women who want to make a statement.
Can you tell us a little about the production process and the materials you source?
Once I have a design idea, I collaborate closely with my manufacturer. We decide on the best materials for each piece, sometimes sourcing stones directly from trusted suppliers or selecting the perfect metals. I’m very particular about the quality of materials. The production process is a balance of creativity and precision, with a lot of back-and-forth to ensure each piece comes out just right.
What do you think are the most important things to consider when having a jewellery brand today?
Today, I think it’s all about being authentic. Consumers want something unique that resonates with their values. It’s crucial to have pieces that stand out, but also to build a brand that reflects who you are. Quality and craftsmanship can’t be overlooked, of course, but I also believe that storytelling and a strong ethical commitment are key in creating meaningful connections with your customers.
What’s the biggest challenge?
Honestly, the biggest challenge is staying true to the brand’s identity in such a crowded market. There are so many amazing jewellery brands out there, so it’s a constant effort to stay unique while keeping up with trends and customer needs. But I love the challenge—it pushes me to keep evolving and perfecting what we do.
Where did your passion for jewellery design come from?
My passion really blossomed during my travels. The more I explored, the more I realised how deeply connected jewellery is to culture, tradition, and personal expression. But it was when I started blogging about jewellery and connecting with other designers that I truly saw the potential to create something of my own. That spark led me to formal training, and from there, the idea of building a brand became a reality.
How does your heritage and culture inspire your brand?
Being Emirati has had a profound influence on my work. The UAE’s rich history and cultural diversity shape many my designs, whether I’m drawing from traditional symbols or blending them with modern elements. My heritage is something I hold dear, and I like to weave it into collections that reflect the strength, beauty, and history of my culture.
How would you assess the industry in the Middle East today?
The jewellery industry in the Middle East is growing rapidly, with a strong demand for luxury and unique pieces. People are becoming more educated and selective, so there’s an emphasis on quality, storytelling, and personalisation. It’s an exciting time, but it’s also competitive—brands need to stay innovative and authentic to stand out.
What else is in the pipeline for this year?
One of the most exciting projects we’re working on this year is the launch of our coffee table book, Travel Through Jewellery. This book is a celebration of our brand’s journey and the four incredible destinations that have inspired our collections. Through vivid photography and storytelling, we take readers on a journey, showcasing how the unique cultures, landscapes, and people of these places have shaped our designs. The book also highlights our commitment to sustainability and corporate social responsibility, with each chapter emphasising how we’ve supported local communities and preserved cultural heritage. Travel Through Jewellery is more than just a book; it’s a reflection of the intersection between travel, culture, and craftsmanship, and we’re thrilled to share this with our followers and collectors. Stay tuned for more details on how you can get your hands on this exclusive keepsake!
Where would you like to see your brand in five years’ time?
In five years, I see Noora Shawqi as a global brand, with a strong presence in key markets worldwide. I hope to continue pushing the envelope in terms of design and storytelling while also expanding our sustainability efforts. Ultimately, I want to inspire women everywhere to feel confident and empowered through our pieces.
What’s the professional motto you live by?
“Create with purpose, design with passion.” For me, this is all about staying true to your vision while putting your heart into everything you do. I believe passion and purpose go hand in hand, and they’re the driving forces behind my work.
Where do you go to switch off and find inspiration?
I switch off when I travel, allowing myself to observe everything around me—nature, culture, people, and the unique surroundings of each place. When I travel, I do so with a fresh, clear mind, taking everything in without distraction. It’s during these moments of immersion that I find the most inspiration, whether it’s the architecture, the sounds, or even the energy of a bustling city. Travelling not only helps me disconnect but also sparks new ideas for my designs.
