Noor Shamma: Where Jewelry Meets Art and Innovation

by Milana
Behind The Brand: Jewelry Designer Noor Shamma

When we heard about Noor Shamma, we knew she was the right person to start off our new interview series with:

A Talented, Successful, Creative Woman.

Noor’s artistic journey is a testament to her entrepreneurial spirit and unwavering commitment to excellence. Her elegant jewelry effortlessly dances on the delicate line between boldness and subtlety. Her jewelry is a harmonious blend of timeless allure and contemporary flair. The profound thoughtfulness that permeates her design philosophy is as evident in each meticulously crafted piece as it is in her choice of materials. Noor’s dedication to sustainability shines brightly through her use of only recycled conflict-free and fairmined metals. It is a conscious choice that underlines her role as an ethical entrepreneur. Eager to explore the depths of her creative universe, we sat down with Noor to uncover the origins of her passion for jewelry. And also her personal favorites among her creations, and the intricate tapestry of her artistic and entrepreneurial process.

Interview with Noor Shamma – Jewelry Designer

Discovering a Passion

CM: Tell us a little bit about your background and how you developed your passion for jewelry.

NS: Growing up, I developed a passion for art, architecture, and jewelry at a very young age. It started off with my love to color and draw where I found my happy place in the many forms of art that I relentlessly explored. My grandmother was a seamstress (explains my artistic gene), and it was not long before she introduced me to stitching, needlework, and knitting at the age of 7, which I very much enjoy to this day.

Curiosity and passion drive my work as I express myself through a plethora of imagery, textures, and styles. So I naturally transitioned into jewelry and gradually developed my skill set. Over two years ago, after receiving my GIA accreditation in Applied Jewelry Professional I realized my passion and talent in jewelry design and decided to evolve this further by launching my very own brand. After many sketches, much experimentation, and even more trial and error, I launched my collection which I personally oversaw from inception to completion. Also, I had a vision and a point of view, and I was ready to share it with the world.

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Crafting a Distinct Repertoire

CM: When did you create your first line and what was the motivation behind it?

NS: I’ve been working on my jewelry lines for a bit over two years before I launched my first collection in January of this year. I value consistency and find comfort in routine, and I have a fascination with the breadth of repertoire – familiarity, flow, and ease. I was therefore inspired to translate this concept into a jewelry collection as I slowly figured out my personal repertoire. So, each repertoire is made up of conscious and subconscious life patterns that allow us to experience the world in our own ways and develop our unique perspectives. Sustainably made in 18-karat gold, the signature Répertoire collection introduces a distinctive pattern with multiple adaptations, emphasizing the concepts of identity, versatility, and consistency.

Unconventional Inspiration

CM: Inspiration for creators comes from many places. What are some of the most random and unusual places you get your inspiration from?

NS: Architectural elements, geometric brutalism, distinctive patterns and motifs, embroidery, and needlework. 

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Radiance in Light: The Luz Collection

CM: Tell us more about the latest collection and your favorite piece.

NS: My latest collection Luz is inspired by light, a universal symbol of the spiritual and the divine, of hope and illumination. This collection fits right into the core of the brand’s DNA, re-introducing architectural elements, geometric patterns, and our best-seller U-hoops which are making a strong comeback with an exquisite twist – introducing a mix of brilliant diamonds, rubies, and emeralds. Each of the pieces is expertly engineered in a way that allows unique multi-functionality through different adaptations, making them perfect day-to-night. My personal favorites are the Luz U-Hoops and the U-Huggies (which I almost never take off lately) – they’re so versatile, elegant, and fun.

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Multi-functional Luz collection IG | @noorshamma

The Woman Behind the Jewelry

CM: How would you describe a woman who chooses NS jewelry?

NS: Confident, bold, imaginative – a wanderer. 

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Mastering the Art of Styling

CM: Can you give us a few style tips on wearing jewelry?

NS: The jewelry I design is engineered in a way that makes it very multi-functional and versatile; thus it can be easily layered and works day to night. I personally love layering and stacking jewelry and I constantly choose designs that are distinct with a timeless feel to them.

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Crafting Brilliance: Behind the Scenes

CM:  Can you tell us more about the process behind creating NS jewelry? What does a typical day look like in NS studios?

NS: Busy busy busy; there are many layers to what we do. I solely handle design and concept development right to the teeniest tiniest detail which involves a lot of brainstorming and sketching. Once I shortlist the winning designs I share them with the CAD team for product development to determine weight, functionality, stone setting, and so on. Then there’s testing and prototype development where sometimes we’re good to go and other times we’re back at the drawing board either fixing things or killing ideas and starting over. There’s a lot of time, effort, and trust in the process as a whole before the end product is launched. I have so much love and respect for my team as they allow me to bring my ideas to life.

Harmonizing Tradition and Modernity

CM: How does modern technology (ie 3d software) align with the old craft such as jewelry making? Do you think that for an artist these days it is a necessity to know modern technologies?

NS: It is certainly an advantage but not a necessity. I believe that creativity, awareness (knowledge), a clear point of view (perspective), and perseverance are the real necessities when it comes to artists in our industry.

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Conquering Creative Blocks

CM: Every artist comes to a creative block in some way or the other. How do you approach them and get yourself back in the flow?

NS: Truth is, I don’t face creative blocks but on the contrary, I have too many ideas. The real challenge is for me to stay focused, commit to an idea, and resist the temptation to jump from one idea to another. Basically, I need to stick to my concept and finish what I started. 

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Pursuing the Artist’s Path

CM: What advice would you give someone who is looking to pursue a career as an artist?

NS: Practice, practice, practice.

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The Journey Forward

CM: What’s next for NS, and where can people find you?

NS: Many exciting things ahead! The collections are available online at and we do ship worldwide. We have a couple of stockists in the US and abroad but are currently looking into stocking at multiple outlets soon.

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Related: Accessorize: Shine like a Star

Embrace Noor Shamma’s Creative Spark and Redefine Your Style!

In a world that thrives on boundless creativity, Noor Shamma stands out as a true artist who has skillfully combined her love for art, architecture, and jewelry into a collection that exudes elegance and innovation. Each piece she creates reflects her commitment to sustainability and her ability to blend classic charm with a modern twist. Her jewelry is more than just accessories – it embodies confidence, courage, and creativity. As Noor continues to push the boundaries of jewelry design, her creations become more than just ornaments – they become symbols of empowerment and self-expression. Explore her stunning collections, each piece capturing a part of her remarkable vision, and experience the perfect blend of art and adornment. Discover Noor Shamma’s world at and become a part of a journey where passion, craftsmanship, and individuality come together to create wearable works of art.

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