Flawless Designs Meet Heritage

During the Doha Jewellery and Watches Exhibition (DJWE) 2025, OHLALA had the opportunity to speak with Noor Alfardan, Vice President of Alfardan Jewellery and founder of Noudar Jewellery. She talks about her career and her unique brand.

“It’s essential for me not to forget our traditions and to take a piece of that tradition with us.”
– Noor Alfardan, Vice President of Alfardan Jewellery and founder of Noudar Jewellery.

OHLALA – You were born in the jewellery and watches universe. What fascinates you most in this field? And if not working with jewellery, what else would you see yourself doing?
Noor Alfardan – I’ve been fascinated by this field since I was a little girl. I just love jewellery. It was something that I always admired. I love the sparkle of diamonds, all the different types of stones and the idea of designing something and having it come to life. I loved going to exhibitions and trade shows, being surrounded by all these incredible brands that Alfardan Jewellery carries in Qatar, and seeing what the world’s top designers would come up with. For me, that was like the fashionista’s Fashion Week.
I have to say that I was very, very lucky to be born in this universe. I think if I weren’t a jewellery designer, I would be a jewellery designer’s personal assistant. There’s no getting me out of this field. I would be in this field no matter what. The jewellery industry is a very intimate field; it’s a very family-orientated area. People who work in certain brands go through family generations, and a lot of them are intertwined. People move from one brand to another. So everyone really knows each other. And I think once you’re in this industry, it isn’t easy to get out of it. It’s almost impossible to see yourself doing something other than that.

OHLALA – When did you start Noudar? What made you create it?
Noor – Noudar is 12 years old now. I started the brand one year before I had my twin boys, so technically, Noudar was my first baby. Seeing the brand grow has been really wonderful for me. We started in a little stall here at the exhibition. We launched a small collection with only 15 designs. Today, we have this wonderful stall at DJWE, with many lines and varieties within those lines. We had to expand our capabilities in the workshop, and I am really proud of what we have achieved over the years. I started Noudar because I was always creating. I used to design for other brands and single pieces for myself. So, it was just a progression of my interest. Being able to design for my own brand gave me full creative control. It was like unleashing a child in a candy shop; it’s been an incredible journey.

OHLALA – What is Noudar’s best-selling collection?
Noor – Our bestseller is the Henna Collection. Noudar’s essence is based on tradition and heritage, which are reflected in unique contemporary pieces. Henna is important in our Qatari culture. It is usually performed in ceremonial events like weddings, and what I did was to turn it into diamonds. This collection is perfect for those who want to wear henna in a more practical way, with the same effect, but with the advantage of taking it off afterwards. The whole point is to have traditional jewellery that is easy to incorporate into the modern day. And for me, that is something significant. It’s essential for me not to forget our traditions and to take a piece of that tradition with us. And I just feel really proud when I see people wearing it, understanding the concept, and appreciating it. I’m also really happy to see Western people wearing it and incorporating it into their own style. They usually ask me if it is inspired by tattoos, and then I explain the story to them; they absolutely love the idea.

OHLALA – What part of working on a new collection do you find most interesting?
Noor – I love everything about it. I love the idea coming to my mind, then putting it on paper and sending it to the workshop. In the drawing phase, I need to make sure it’s visually the way I envisioned it, and I have to keep in mind that it has to work. Sometimes, I have something on my mind, but then when it’s on the paper, I realise, oh no, that’s not going to work. It needs to work mechanically on the body part where it will be worn. But I guess I have an absolute favourite: when it comes out of the workshop. There are many steps before, but the surprise and feeling of seeing the pieces ready is amazing.

OHLALA – What metals and gems do you work with? What’s your favourite?
Noor – I love diamonds, and you can see a lot of them in my collections. They are the hardest element on the planet, and I feel like you can draw a lot of strength from them, so there is also an energy aspect – the same with emeralds. Emeralds are quite healing, so once again, there is an energy aspect involved. I also like rubies and sapphires, and I enjoy working with them. One of the elements we work a lot with, which I was recommended not to, but of course, I did, is using black rhodium and black diamonds. I was told not to because this was not common in the Middle East. Henna is traditionally showcased in brown and black, so it made sense for me to use brown and black diamonds. In order to use black diamonds and for them to stand out against the skin, they had to be set in black rhodium. So you can truly see the person’s skin behind it. The collection did well and is still one of my favourite pieces.

OHLALA – What, in your opinion, gives people a deep appreciation for jewels?
Noor – I think the fact that it’s a piece of the earth that you can take with you makes this connection strong. There’s a romantic side to that, and that’s why I think that lab-grown diamonds don’t have that same appeal to people.

OHLALA – Do you have a special piece that you wear all the time?
Noor – Yes, I have a piece that I always wear on my hand, the Shafika’s handpiece, named after my mum.

OHLALA – As an expert in the field, what is a timeless jewellery piece?
Noor –  I believe that there is a difference between a timeless style and an investment piece. As an investment piece, you should go for the tennis bracelet or the solitaire. A timeless style is something unique to you as a person. I wouldn’t go for something overly trendy or a certain fad, but I would go for something you see yourself continuously wearing that resonates with you and your aesthetic, not anyone else’s.

@noudarjewels

No Comments Yet

Leave a Reply

Your email address will not be published.

9 − 4 =