Noor Shamma‘s interest in understanding the complexities inherent in the everyday simplicity allows her to look beyond the obvious and see within and around. She developed a passion for jewelry and all things beautiful at a very young age.

It started off with her love to color and draw since as early as she could hold a pencil where Noor found her happy place in the many forms of art that she relentlessly explored. It was not long before she got introduced to stitching, needlework and knitting at the age of 7, which she thoroughly enjoys till this day. Curiosity and passion drive the work of Noor Shamma as she expresses herself through many different mediums and a plethora of imagery, texture and expressive styles. Over two years ago, after she received her GIA accreditation in Jewelry Professional, Noor realized her passion and talent in jewelry design and decided to evolve it by launching her very own jewelry line. After many sketches, much experimentation, and long hours, Noor launched her collection which she personally oversaw from inception to completion. Executed to perfection, her brand articulates a harmonious rapport between classic and contemporary. Her inspirational references reflect the concept of unity in diversity through unique patterns and minimalist motifs. Each of her jewelry collections capture personal stories interwoven with art, identity, and emotion; and are expertly made by the most skilled artisans in New York City.

Noor Shamma

Noor holds a BSc in Design Management where she further developed her artistic talents combined with entrepreneurial skills, and earned a Masters degree in Marketing, Advertising and Communications with first class honors: mention très bien, from Sorbonne University.
She also works closely with adults and children by teaching art, in order to promote the importance of creative literacy in our everyday lives. Noor is very involved in philanthropic work and has been involved in several philanthropic projects in the past few years. We had a chance to interview Noor at Emerging Talents Milan event during Milan Design Week, where she presented her new collection.

SNM: Did you always have passion for jewellery? When did the idea of launching your own line come to your mind?

Noor: 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 since as early as I could hold a pencil, where I found my happy place in the many forms of art that I relentlessly explored. Moreover, my grandmother was a seamstress, and I believe that’s where I inherited my artistic gene – it was not long before I got introduced to stitching, needlework and knitting at the age of 7, which I very much enjoy till this day.

Curiosity and passion drive my work as I express myself through a plethora of imagery, texture and expressive styles, and so I naturally transitioned into jewelry and gradually developed my skillset. 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. I had a vision, a point of view, and I was ready to share it with the world.

Noor Shamma at Milan Design Week 

SNM: What is the message behind your brand?

Noor: Like art, jewelry is a form of self-expression, and I personally believe that fine jewelry should be significant yet timeless; thus I love the notion of passing jewelry on through generations. All the jewelry is manufactured by the best artisans in New York City with so much heart in order to achieve that point of perfection. My brand articulates a harmonious rapport between classic and contemporary; and my inspirational references reflect the concepts of identity, versatility and consistency through unique patterns and minimalist motifs. I am very inspired by architectural brutalism, geometry and patterns. Each of my collections capture personal stories interwoven with art, identity and emotion – inspired by true events.

SNM: Tell us more about your latest collection and your favourite piece? Where did you find your inspiration?

Noor: Three has always been my favorite number as it symbolizes body, soul and spirit – where I yearn to find balance, and wholeness, completion and perfection – which I’ve aspired to achieve. The collection was a reflection of my own personal journey and I realize that I only truly appreciated life and what it had to offer when I let go and marched to the beat of my own drum.

Like spring, I was rejuvenated, feeling liberated, free-spirited and whole. And so with the start of spring, I launched my new collection Troika – soft yet playful, organic but balanced; it is easily stackable and perfect for everyday. The geometric repetition reappears in this collection while introducing the softness of pearls and the elegance of diamonds. I love the collection as a whole, but the ring bracelet and the diamond studs are my personal favorites. All the pieces are available in 18-karat yellow, rose and white gold.

SNM: Who do you think your jewellery appeals to? Can you describe your woman?

Noor:  My brand would definitely appeal to those who appreciate architectural elements, geometric brutalism, distinctive patterns and motifs. I would describe my woman as bold, imaginative, free-spirited – a wanderer.

SNM: In recent years, we notice a rise in sustainable business practices… Do you think that the jewellery industry should engage in such initiatives?

Noor: Absolutely! I believe in the importance of our contribution to environmental sustainability and therefore embrace sustainable practices through conserving natural resources, reducing energy usage, carbon emissions and carbon footprint. At Noor Shamma, we use recycled conflict free and fairmined metals in our efforts to produce sustainable jewelry. Also, all our diamonds are sourced from countries that are in compliance with the Kimberely Process Certification Scheme, thus ensuring the protection of human rights and the environment.

SNM: I notice that people recently spend more money on sports activities, traveling etc… What do you think will happen in the jewellery business in the next 5 years?

Noor: I think that experiences such as sports and travel are very rewarding but I also believe that jewelry is timeless and history is proof of that. On a personal note, I see my brand growing and evolving, one collection after another – a platform to share my vision and aesthetic.

SNM: Do you wear jewellery of other brands? Which designers are your favourite?

Noor: Yes I do wear jewelry from other brands, and some of my favorite designers are Maria Tash for piercings, Lama Hourani, Boucheron, Cartier, and Tiffany’s to name a few.

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