As the world’s focus converges on UAE sustainability practices during the COP28 summit in Dubai, we’re taking a closer look at regional businesses who play their part in giving back to our world.
Noora Shawqi, an Emirati jewellery designer, emerges as a trailblazer in the realm of responsible luxury, with sustainability forming the foundation of her self-named jewellery brand.
Via @reefscapersmaldives on Instagram
At the core of the Noora Shawqi brand is its commitment to championing environmental conservation through Corporate Social Responsibility initiatives. Their most recent CRM campaign, the Maldives Collection, is a collaboration with conservation organization Reefscrapers, to preserve the delicate balance of sea life and coral reefs in the Maldives.
Against the backdrop of the Dubai Reef project announced at COP28, which stands as one of the world’s largest marine reef development initiatives, Shawqi’s CRM campaign gains even greater relevance. By placing a premium on sustainability, education, and support for local initiatives, Noora Shawqi is leading the charge in the industry, aligning fine jewelry with responsible luxury.
Cosmo ME caught up with Noora Shawqi to discuss her journey with responsible luxury and her recent CSR Maldives Campaign.
Cosmo ME: What first inspired you to start your own jewellery line, and what has the journey been like to get to where you are now?
Noora: I always loved jewellery. From a young age, I would always go to the mall I would always stop by jewellery stores and meet jewellers to learn from them. When I decided this was the field I wanted to get into, I said the first step to take was to learn about gemstones, diamonds, and jewellery making. Once I had enough knowledge, I decided to start my journey.
Via @noorashawqi on Instagram
Cosmo ME: Your collections are often inspired by destinations; do you draw much of your creative process from travel experiences?
Noora: Absolutely, travel is a wellspring of inspiration. Experiencing different cultures and landscapes fuels my creativity, shaping collections that tell stories of my journeys.
Via @noorashawqi on Instagram
Cosmo ME: What has been your biggest achievement or proudest moment so far with your brand?
Noora: Being part of the Vacheron Constantine One of Not Many campaign was a great achievement, as I got a chance to mentor a student for a couple of months to achieve her dreams and life goals.
Launching our latest CSR campaign in the Maldives is another significant achievement. It aligns with our commitment to sustainability, showcasing the brand’s responsibility beyond crafting beautiful jewellery.
Via @noorashawqi on Instagram
Noora Shawqi x Reefscrapers Maldives collection
Cosmo ME: Talk us through the Maldives collection – what are the pieces, the design process, and how did the Maldives inspire your new corporate social responsibility (CSR) campaign?
Noora: Our CSR campaign, in collaboration with Reefscrapers, focuses on preserving coral reefs in the Maldives. It’s an extension of our commitment to environmental conservation and responsible business practices.
Reefscrapers is a reputable conservation organization focused on marine and coral life preservation. Their expertise aligns with our goals, making them the perfect partner for our Maldives CSR campaign.
The Maldives collection captures the vibrant marine life and crystal-clear waters of the Maldives. Each piece reflects the beauty of the Maldives, seashells, and turquoise waters. My main inspiration was the beauty of the Maldives and what it offers. The CSR campaign aims to give back to the inspiration source by supporting coral reef preservation.
Via @reefscapersmaldives on Instagram
Cosmo ME: How will coral reefs in the Maldives benefit from your partnership with Reefscrapers?
Noora: The partnership aims to raise awareness, promote sustainable practices, and contribute to initiatives benefiting the local community. We want to actively participate in the preservation of the Maldives’ precious coral reefs.
Via @reefscapersmaldives on Instagram
Cosmo ME: As the UAE is hosting COP28, and in light of Dubai’s year of sustainability, why do you think it’s important for jewellery and fashion brands to make conscious efforts that focus on sustainability?
Noora: Sustainability is integral to our collective responsibility for the planet. As custodians of beauty, jewellery and fashion, brands play a crucial role in advocating and practicing sustainability, aligning with global initiatives for a healthier environment.
Via @noorashawqi on Instagram
Cosmo ME: What is your opinion on responsible luxury, and why is it important to you?
Noora: Responsible luxury is about creating beauty without compromising ethics or the environment. It’s important to me because it ensures that the beauty we craft doesn’t come at the cost of the world we live in.
Via @noorashawqi on Instagram
Cosmo ME: What advice would you give to young women looking to become business owners?
Noora: Believe in your vision, be persistent, and stay true to your values. Embrace challenges as opportunities for growth and surround yourself with a supportive network. Success comes from passion, resilience, and a commitment to continuous learning.
Shop the Maldives Collection by Noora Shawqi and learn more about the Reefscrapers initative here.