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WORDS WORDS MAISIE JANE DANIELS - SPECIAL THANKS TASK PR
Introducing Noel Samra, the visionary founder of Noel Jewellery. With a family legacy in jewellery design spanning three generations, Noel has launched his own collection of luxury men’s jewellery, bringing with him the invaluable knowledge, skills, and passion passed down through his family. As Noel describes, "It wasn’t just a craft; it was a language."
Recognising a gap in the men’s jewellery market, he set out to create a brand that offers something more — designs that reflect the complexity and individuality of men. Noel explains, “I wanted to create pieces that feel effortless yet powerful, pieces that tell stories.” And it goes beyond that as each piece from Noel Jewellery is timeless and ethically sourced, allowing customers to purchase with both confidence and a clear conscience.
F Word Magazine catches up with Noel to explore a day in his life, and how his love of travel, the arts, and spirituality have shaped his debut collection — and much more.
F Word: Welcome to F Word Magazine, Noel. How are you today?
Noel Samra: I’m great, thanks. Always feels good to connect with a platform that understands the edge of design.
FW: Growing up in a family with three generations of jewellers, how did that influence your own passion for jewellery design?
NS: Jewellery was in the air I breathed. It wasn’t just a craft; it was a language. I learned early on that jewellery could say what words couldn’t. That’s where my passion ignited — creating pieces that speak without a sound.
FW: What was it like to be immersed in the world of fine jewellery from such a young age, and can you share some of your earliest memories working in your family’s business?
NS: It was like growing up in an art gallery where the pieces came to life. My first memory? Holding a raw diamond for the first time. It’s wild how something so unpolished can hold so much power. That moment made me understand the potential of everything raw, including myself.
FW: How have you seen the landscape of the luxury design market evolve since you and your family started?
NS: Luxury has evolved from overt opulence to something more personal, more about connection and feeling than just appearance. People want pieces that resonate with their vibe, not just their status. It’s all about understated excellence now, less show, more soul.
FW: If you hadn’t followed in your family’s footsteps, what other career paths might you have pursued?
NS: I could’ve seen myself in architecture or music—both are about structure and flow, much like jewellery. But honestly, jewellery has always been it for me. It’s too much a part of my DNA.
FW: What inspired you to branch out and create your own stand-alone collection of men’s fine jewellery under the Noel Jewellery brand?
NS: There was this gap in the market. Men wanted more than what was available—something that reflects their complexity. I wanted to fill that space with pieces that feel effortless yet powerful, pieces that tell stories.
FW: How do your qualifications as a gemmologist and your Master’s degree in luxury influence your design process?
NS: They ground me. It’s one thing to have a vision, but another to execute it with precision. I know the science behind every stone, but my luxury background ensures that every design hits the right note of refinement.
FW: Sustainability and modern craftsmanship seem important to your family’s business. How do you incorporate these values into your own designs?
NS: Sustainability is about creating something that lasts. For me, that’s timeless design. It’s about using ethically sourced materials and crafting pieces that will still feel relevant decades from now.
FW: Do you have a piece from your collection that is particularly special to you? If so, why?
NS: Yeah, there’s this ring I designed early on, minimal but with an unexpected twist. It’s special because it captures the essence of Noel Jewellery—subtle, yet impossible to ignore.
FW: Who is the Noel Jewellery customer?
NS: Someone who knows what they want without needing to shout about it. They’re confident, discerning, and don’t follow trends—they set them.
FW: Can you delve deeper into your beliefs about the healing powers and energies of worldly elements and crystals?
NS: Every material has energy, and it’s all about harnessing that power. Certain stones can ground you, while others elevate. When I design, I consider the vibe each piece will carry.
FW: Can you expand on how your love of travel, the arts, and spirituality has influenced your debut collection? What has been your most inspiring destination?
NS: Travel opens your mind. The textures, colors, and forms of different places are endlessly inspiring. Japan was a standout—their minimalism and respect for detail have deeply influenced my design ethos.
FW: What advice would you give to aspiring business owners?
NS: Stay true to your vision, but don’t be afraid to evolve. And always keep an ear to the ground—what your audience isn’t saying is often more important than what they are.
FW: What are your views on social media? What are the pros and cons you find?
NS: Social media is a double-edged sword. It can expose your brand to the world in a second, but it can also dilute the personal connection. You have to balance visibility with exclusivity.
FW: Can you take us through a typical day in your life as a luxury men’s jewellery designer?
NS: It’s a mix of creating, connecting, and recharging. Mornings are for sketching and exploring ideas, afternoons for meetings, and evenings to unwind and let the inspiration flow.
FW: Running your own company must take up a lot of time and energy - how do you like to switch off?
NS: I find peace in simplicity. It could be a quiet walk, listening to vinyl, or just meditating to recalibrate.
FW: What are your thoughts on A.I.? Will you be incorporating it into your brand, and if so, how?
NS: A.I. is the future, no doubt. I’m exploring how it can enhance the design process, maybe through predictive trends or even in creating unique, personalized experiences for clients.
FW: What can we expect from Noel Jewellery in the near future? Are there any exciting upcoming projects or collaborations?
NS: I’m working on something that’s going to push the boundaries of men’s jewellery even further. Think bold, but still refined. And yes, some exciting collaborations are in the works—stay tuned.
FW: This is F Word magazine - what is your favourite “F” word?
NS: Freedom. It’s the core of everything I do.
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