Noel Samra has grown up surrounded by and immersed in the world of fine jewellery. It was inevitable that he would inherit his father’s passion and artistic flair for exquisite jewellery. Three generations of the Samra family have been dedicating their careers to the fine jewellery world and running their jewellery company established in 1941 – Samra Dubai. Now described as the “the Dubai diamond expert”, the House of Samra has throughout time become synonymous with innovation, creative vision and superior quality allowing Samra to become one of the leading jewellery houses in the Gulf Region.
Starting out in the family business, Noel travelled frequently between Dubai and London as well as internationally. After graduating with a Masters in Luxury and as a gemmologist from London, Noel was ready to draw upon his passions to inspire his debut collection.
We sat down with Noel to find out a little more about his inspiration behind Noel Jewellery.
Your pieces blend classic elegance with modern flair. How do you find a balance between timeless design and contemporary trends in your creations?
I don’t believe in rules when it comes to design. For me, it’s about rebellion with precision – a deliberate clash of eras. I honour the timeless by giving it an edge, and I take risks with the modern by grounding it in classic craftsmanship. It’s a game of tension, and the balance comes from never playing it safe.
What’s your process for coming up with a new collection or piece? Do you start with a story, a mood, or perhaps a gemstone itself?
It always starts with a feeling – a spark of mischief or rebellion, a daring mood that refuses to be ignored. Sometimes, it’s a gemstone whispering its potential. Other times, it’s an abstract idea – a fleeting shadow or a stolen moment. From there, I build a story, and the designs emerge as its chapters. The process is as chaotic as it is deliberate.
Jewellery is such a tactile art form. How do you choose the materials you work with, and is there a particular gemstone or metal that has a special significance to you?
I gravitate toward materials that seduce the senses – diamonds with fire, metals with attitude. Black diamonds have a rebellious brilliance that resonates with me; they’re bold and unapologetic. Rose gold is another favourite – it’s warm, romantic, but with a hint of defiance. Every material I use has to provoke something visceral.
Travel, art, and spirituality are important to your work. Has there been a particular experience that sticks out and continues to inspire you?
I once stepped into St. Peter’s Church in Vienna, and it felt like stepping into a world where time had no authority. The grandeur of the baroque architecture, the interplay of light on gilded surfaces, and the reverent stillness of the space – it was like the walls were alive with centuries of stories. That moment stayed with me. It inspires the contrast in my designs – the opulence of detail balanced with an almost rebellious simplicity, the interplay of permanence and fleeting beauty. That sacred, dramatic energy finds its way into everything I create.
Noel Jewellery has a distinct identity. How did you approach creating and defining this brand’s personality?
Noel Jewellery isn’t just a brand; it’s a declaration. I wanted it to feel like a secret whispered among the bold and the daring – a mix of rebellion, mystery, and unapologetic luxury. It’s not for everyone, and that’s the point. I didn’t set out to please; I set out to provoke.
What’s been one of the biggest challenges in building Noel Fine Jewellery, and how did you overcome it?
The biggest challenge has been staying true to my vision while navigating an industry steeped in tradition. I’ve had to be relentless in carving out my own lane – refusing to conform, even when it would’ve been easier. Overcoming it was simple: I stopped listening to the noise and leaned into the silence of my instincts.
As the fine jewellery industry evolves with new technologies, sustainability demands, and shifting consumer tastes, where do you see the future of fine jewellery headed? How do you envision Noel Fine Jewellery adapting to or shaping these changes?
The future of fine jewellery is about contradiction – luxury that’s responsible, innovation that’s rooted in tradition. Noel Jewellery will always stay ahead by challenging norms. I embrace technology and sustainability, not as compromises, but as tools to elevate rebellion into a timeless art form. The key is to lead, not follow.
Which is your favourite piece from your collection and why?
Choosing a favourite is like picking a secret to keep forever. But there’s a ring in one of my collections – set with what I call rebellious black diamonds that feels like a lightning strike in metal form. It’s bold, untamed, and impossibly elegant. It’s everything Noel Jewellery stands for.
