New York City is the home and design haven for Noor Shamma and her namesake jewellery brand Noor Shamma.
Noor’s designs are beautifully elegant, tastefully designed, and follow an ethical before they reach the customer. The Noor Shamma collections are sustainably sourced by using recycled and conflict free 18-karat gold, her team follow the sustainable practice through conserving natural resources, reducing energy usage, reducing carbon emissions and by reducing their carbon footprint.
We ask Noor about her background in jewellery, her love of elegant design, and we want to know more about her own personal favourite designs and styles. She is our latest #BossBabe superstar and she features in this, our #WomenWorldwide series.
Q. Does your working career stem from within the jewellery industry, or did you come from a different business sector?
A. I’ve always been into art and design (since childhood) but my career has primarily been in corporate communications, marketing and branding for the past 14 years or so. I randomly yet naturally transitioned into jewellery design and gradually developed my skill-set, while keeping my full-time corporate job!
Q. You tend to work with 18-karat gold, diamonds and pearls, are these your favourite metals and stones to design jewellery from?
A. I love designing timeless jewellery and that naturally impacts my metal and stone choices.
Q. You currently have three collections available from Noor Shamma, they include the Repertoire, Troika, and Luz; can you tell us a little more about these collections?
A. My collections introduce architectural elements and distinctive geometric patterns where each of the pieces are expertly engineered in a way that allows unique multi-functionality through different adaptations, making them perfect day-to-night – they’re so versatile, elegant and fun.
Q. You design necklaces, bracelets, rings and earrings in your collections; do you have a piece that is your favourite ‘go to’ for every occasion?
A. That’s a tough question. There are many pieces that I love, but if I had to pick it would be the OG Repertoire U-hoops, and the Luz Diamond U-Huggies which I almost never take off lately. Plus the Luz signet ring is quite special!
Q. Do you wear your own Noor Shamma designs along with any other designer jewellery brands, or do you only wear Noor Shamma?
A. I wear my own designs along with other jewellery designers’ brands.
Q. You are very eco-friendly and run a sustainable business at Noor Shamma, can you tell us why you have taken this route and not the traditional route?
A. We live at a time where there is so much more awareness on global issues and a better understanding of the importance of sustainability. I simply feel that we can each contribute to the world in our ways since every little thing would make a difference.
Q. Your Instagram @noorshamma showcases some of your designs beautifully; do you find social media helps to promote your brand?
A. Most certainly, as it exposes the brand to a larger audience around the world.
Q. We hear that you are planning on attending fashion week in different cities across the world, have you shown at New York Fashion Week or any other fashion week previously?
A. I’ve already presented in Milan Design Week (April 2019) and London Fashion Week (September 2019) and I most definitely hope to attend more of these shows. I’ve also presented at a couple of prominent jewellery trade shows in NYC such as Metal & Smith and JA NY, and there’s more to come.
Q. Did you have to take any specialist courses in fine jewellery or art design before you launched your business in New York?
A. Over two years ago, after I realised my passion and talent in jewellery design and when I finally decided to launch my very own brand, I took an intensive course and received my GIA accreditation in Applied Jewellery Professional.
Q. Did anyone offer you any useful business advice before you launched your company that you still use to this day?
A. Trust your gut, you know best.
Q. Did anyone offer you any bad advice that you followed, and later wished you hadn’t?
A. To be honest, any bad decisions I made were my call.
Q. If you were to offer one piece of advice to someone thinking of getting into the fine jewellery sector, what would it be?
A. Do your homework.
Thank you for taking the time to answer all our #BossBabe questions for House of Coco Magazine.
Visit the website www.noorshamma.com to find out more, and Instagram @noorshamma to see Noor’s latest designs.
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