London-based brand Noel is changing the game when it comes to creating fine jewellery for men. Disruptive, rebellious, and extremely sophisticated, the designs by founder Noel Samra strike the perfect balance between edge and personality. “Jewellery is a way of expression, a personal art form that tells a story of a person’s individuality, the places they have been, and the things they have experienced,” he shares. Born into a family of gemologists, he found room in the inherited passion to develop his own knack, referencing the cosmos, freedom, and the hippie movement to guide him in creating jewellery made for people who appreciate the unconstricted and interdisciplinary side of luxury.

Here, we connect with Noel Samra for a deep dive into his craft and creative process, discussing the early days of Noel Fine Jewellery, his upbringing in a fertile ground for developing such a craft, experimenting with natural materials, and what’s next for the brand in 2024. Keep scrolling…

Read the interview…

What has 2023 has taught you so far?
In the whirlwind that was 2023, I’ve discovered that consistency and patience are the unsung heroes of success. It’s been a bit of a rollercoaster, but staying focused on the goals I had planned out has been the compass guiding me through the chaos. Lesson learned: with determination, even the rollercoaster ride leads to the sweet taste of achievement.

Talk to us about the early days. How did you fall in love with gemology and jewellery design?
Growing up in a family of third-generation jewellers, my love for gemology and jewellery design was inevitable. My early affinity for art and painting naturally transitioned into a passion for jewellery design. Raised in a home where dedication to craftsmanship and gemstones were part of everyday life, I developed a deep appreciation for the artistry of jewellery design. Guided by family tradition, I see each piece as a canvas, telling a story that combines innovation and art.

How was Noel Jewellery born?
Noel Jewellery emerged in response to a lack of representation for men in the fine jewellery industry. As an enthusiast of exquisite jewellery myself, I perceived this gap and aimed to establish a community where men could find jewellery tailored specifically for them. Thus, Noel was conceived to cater to the distinct needs and preferences of men in the realm of fine jewellery.

What does Noel Jewellery stand for?
Rebellion. Noel is my way of representing a curation of pieces for individuals with a fearless, rebellious spirit — those unafraid to make a statement. It is a testament to the artistry of craftsmanship, embracing unconventional techniques and high-grade natural materials. Noel caters to those who value innovation, appreciating the fusion of a rebellious spirit and meticulous craftsmanship in each creation.

Where do you find inspiration when creating unique pieces?
I find inspiration for crafting distinctive pieces through my travels and encounters with people in various cities. I’m particularly inspired by individuals who confidently express their unique taste. London, with its rich diversity and unique energy, is a significant source of inspiration for me. The styles and expressions I observe in the city influence my design process, shaping the creation of unique and expressive jewellery pieces.

What is your creative process like when designing new pieces?
In my creative process for designing new pieces, I begin by crafting mood boards, colour palettes, and personas for each collection. I’m somewhat of a daydreamer in my approach to design, envisioning the individuals who will wear the pieces before they even come to life. This imaginative process allows me to infuse a sense of personality and narrative into each creation, ensuring that every piece tells a unique story and resonates with those who wear it.

What are your preferred materials and methods you use in your craft?
In creating my designs, my preferred canvas involves Rose and White 18k Gold. I find that this combination not only exudes sophistication but also provides a versatile backdrop that complements the myriad of precious gems I use in my creations. To inject a rebellious and edgy spirit unique to the Noel brand, I’ve pioneered a distinctive technique I call, “Rebellious Diamonds.” In the Revolution Collection, diamonds are rebelliously set upside down, challenging the conventional norms of jewellery design. This unconventional approach not only adds an element of edginess but also symbolises breaking free from the norm. The pieces, while sparkling with brilliance, are crafted to radiate an unconventional and rebellious energy, making them statements of individuality and defiance.

Do you have a piece/collection you are most proud of, if so which piece/collection is it and why?
The Revolution Collection is my greatest pride as it showcases my deep appreciation for rebellious spirit. It’s not just a collection of jewellery, but rather a manifestation of my unyielding thirst for breaking away from the conventional and embracing the audacious. Each piece in the Revolution Collection stands as a testament to the idea that jewellery should be more than classic; but should be a statement of rebellion and individuality. The rebellious spirit embodied in these pieces reflects a desire to challenge norms, defy expectations, and celebrate the beauty of nonconformity.

What are you working on at the moment?
I’m currently exploring the artful integration of diverse natural materials, stones, and styles, inspired by the mesmerising allure of the ocean and sea life. Drawing inspiration from the depths of the sea, I seek to encapsulate the fluidity, grace, and vibrant hues found in marine ecosystems within my creations. This journey into the uncharted waters of inspiration allows for the creation of a fine jewellery collection that not only reflects exceptional craftsmanship but also embodies the organic and captivating essence of the underwater world.

Where do you wish to take your craft within the forthcoming years? Dream big!
I envision becoming renowned for pioneering unconventional methods in jewellery design, pushing the boundaries of creativity and redefining the landscape of fine jewellery. The Noel Fine Jewellery brand, underpinned by these innovative approaches, aims to be the unequivocal destination for men and individuals who appreciate a distinctive identity, one that stands as a testament to creativity, craftsmanship, and a rebellious spirit.

My vision extends beyond being a destination for fine jewellery; I aspire for Noel to be a cultural hub, a definitive stop where individuals seeking the extraordinary converge. It’s not just about crafting creations; it’s about curating an experience for those who appreciate the fusion of unconventional design and unparalleled craftsmanship.

What is one dream you had when you were younger that has come true? And what is one dream you have for your future self?
As cliché as it sounds, I always wanted to become a jewellery designer which has allowed me to cater to a niche. Looking ahead, my aspiration is to explore unknown territories. I have an insatiable appetite for the unknown and would love to venture into different fields, perhaps delving into the world of fashion.