In February this year, New York jewellery designer Noor Shamma made a bold move. After travelling across the Atlantic Ocean, ethically crafted fine jewels in tow, she landed in London and got ready to share her designs with the city’s magpies at The Jewellery Cut Live.
The plunge paid off, and Shamma’s corner of the boutique London jewellery show was one of the busiest, with guests snapping up her luxurious creations that take inspiration from architecture, needlework and geometric shapes. “For years, I have wanted a signet ring and I finally found one that I love,” said Sherrille Riley, founder of beauty business Nails & Brows Mayfair, after buying a diamond-encrusted yellow gold Noor Shamma Luz signet ring at The Jewellery Cut Live.
Now, the jeweller will make a return trip to London in 2021 to take part in the next edition of The Jewellery Cut Live in association with Fuli Gemstones. After a productive lockdown, Shamma’s got some exciting new work to share, which she might even be able to introduce to you in Italian, as she tells us here.
We’re so excited you are back with us for another show. What was your best moment from the last edition of The Jewellery Cut Live?
“To be honest, all of it. I can’t pick a single moment. The venue was magical and the energy was great. It was a lovely experience altogether, and the best part was that it was completely tailored to jewellery lovers. I’ve met so many wonderful people that I am very closely in touch with to this day, and I am grateful to have crossed paths with those fellow designers, clients, new friends, and, of course, the most wonderful organisers.”
What have you been up to since we last saw you?
“So much and so little. I’ve been in survival mode.”
How has lockdown been for you?
“A blessing in disguise. I am the type that works best under pressure, but this was a different kind of pressure and it pushed me in directions I didn’t know existed. I found a new repertoire that worked for me and allowed a new level of growth, mostly internal. It was pretty productive. I’ve been learning Italian, got around to reading nine new books, finished a drawing from a year ago, did some needlework, played with gems and experimented a lot. ”
Have you been working on new designs?
“I’ve been experimenting a lot. This downtime pushed my limits at creative thinking and problem solving, such as working with limited resources, and it all somehow ended up pushing me outside my comfort zone altogether. I must say, I’m loving it. ”
What would you say is the hero Noor Shamma jewel?
“Every piece of jewellery I design is personal to me. They’re all special, but the Réperoitre U-Hoops are an all-time favourite – a staple.”
Tell us about your latest collection.
“What I can share now is that the collection encompasses a shared intimacy that echoes across generations. Let’s say, this one is by far the closest to my heart.”
Why should people come out and visit you at The Jewellery Cut Live in 2021?
“Because it’s an experience. It’s so much more than a jewellery event and I feel like many creatives in different domains would appreciate this platform and the overall human interaction; especially when seeing the jewels up close and personal – it’s not the same [over the internet]. Also, I’m pretty fun, most of the time.”
What can they expect to see at your stand?
“Functional and sustainable fine jewellery, as well as myself eager to tell them all about it.”
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