Redefining Luxury Jewellery from Kuwait to London By London Business Magazine
Click here to read my exclusive interview with London Business Magazine
When Nafisa Idrees first launched Nafisa Designs in Kuwait, her vision was rooted in craftsmanship, storytelling, and a deep passion for authentic natural gemstones. What began as a pursuit to create meaningful, personalised jewellery has evolved into a broader mission: to bring the beauty, rarity, and enduring value of precious stones to clients around the world.
Today, that vision is expanding on a global scale. With a strategic presence in London, one of the world’s most influential luxury capitals. Nafisa is bridging cultures through design, blending the richness of Middle Eastern heritage with contemporary British refinement. Alongside her bespoke creations, the brand now offers ready-to-buy gemstone collections online, making fine jewellery more accessible while maintaining its core values of quality and authenticity.
At the heart of Nafisa Designs lies a commitment to education and transparency, helping clients understand the true value of natural gemstones and view jewellery not only as adornment, but as a meaningful and lasting asset.
In this interview, Nafisa Idrees shares how entering the UK market has refined her creative direction, the key differences between Middle Eastern and British clientele, and why education, authenticity, and a global digital approach are shaping the future of modern luxury jewellery.
“Jewellery is not just adornment—it tells a story and holds meaning.”
What influenced your decision to expand Nafisa Designs from Kuwait to the UK, and why London in particular?
Expanding Nafisa Designs from Kuwait to the UK was both a strategic and personal decision. Kuwait gave me a strong foundation in bespoke jewellery and a loyal client base, but I wanted to position the brand on a more global stage.
London, in particular, stood out because it is one of the world’s most influential luxury markets diverse, design-driven, and deeply appreciative of craftsmanship. It brings together clients from different cultures, which aligns perfectly with my design philosophy of blending Middle Eastern elegance with contemporary global aesthetics.
How has entering the UK luxury market shifted your business strategy or design direction?
Entering the UK market refined my approach rather than changed it completely. The focus has become more intentional less volume, more storytelling and design depth.
There is a stronger emphasis on minimalism, wear-ability, and versatility in the UK, so I have adapted designs to feel lighter, more everyday luxury while still maintaining the richness and detail my Middle Eastern clients love. Strategically, I have also leaned more into digital experiences, particularly live selling and personalised consultations. Physical presence is created through participation in exhibitions and events.
What differences have you noticed between Middle Eastern and British customers in terms of taste, buying habits, or appreciation of craftsmanship?
Middle Eastern clients tend to gravitate towards bold, statement pieces and are very emotionally connected to jewellery, often purchasing for significant life moments.
British customers, on the other hand, lean towards understated elegance and practicality. They value elegance and everyday wear-ability. However, what stands out is that UK clients are highly curious. They ask more questions about gemstones, sourcing, and craftsmanship, which creates an opportunity for deeper education and storytelling.
As London continues to grow as a global design hub, how do you ensure your brand stands out in a competitive market?
For me, differentiation comes from authenticity and education.
Nafisa Designs is not just about selling jewellery, it’s about guiding clients through the journey of understanding what they are buying. I combine design with knowledge, particularly around natural gemstones, which builds a different level of trust, satisfaction and connection.
Additionally, my live selling approach creates a relationship that many traditional luxury brands lack. Clients are not just purchasing a piece, they are engaging directly with the designer behind it.
“Authenticity and education make luxury jewellery personal and timeless.”
What innovations or technologies have you integrated into your design or production process since relocating part of your business to the UK?
One of the biggest shifts has been integrating digital tools more deeply into the customer journey. This includes virtual consultations, real-time design visualisation, and live selling formats.
On the production side, I combine traditional craftsmanship with modern precision techniques to ensure consistency while maintaining the uniqueness of each piece. Technology supports efficiency, but the essence of the brand remains rooted in handcrafted detail.
How do you see the future of jewellery retail evolving in the UK—especially with the rise of online shopping and personalised experiences?
The future of jewellery retail is highly personalised and digitally driven.
Clients no longer want a transactional experience, they want involvement. They want to understand the story, the materials, and even contribute to the design process. Online platforms, especially live and interactive formats, will continue to grow because they recreate the in-store experience in a more accessible way.
Brands that combine convenience with personal connection will lead the market.
Sustainability is becoming a central expectation in London’s luxury scene. How does Nafisa Designs approach ethical sourcing and responsible creation?
Sustainability, for me, starts with intention and transparency.
I focus on sourcing natural gemstones responsibly and working with trusted suppliers. Each piece is designed to be timeless rather than trend-driven, which encourages longevity over fast consumption.
Additionally, by creating made-to-order and bespoke pieces, we reduce unnecessary production and ensure that every item has purpose and value.
What strategies have helped you build trust with UK clients, especially when educating them about precious gemstones?
Education has been the most powerful tool in building trust.
I actively explain the quality, origin, and characteristics of gemstones—whether through live sessions, content, or one-to-one consultations. Instead of overwhelming clients, I simplify complex information so they feel confident in their purchase.
Transparency, consistency, and showing the real process behind each piece have helped establish credibility in a new market.
How do collaborations, events, or partnerships within London’s creative community influence your visibility and growth?
Collaborations and events create meaningful visibility rather than just exposure.
Being part of London’s creative community allows me to connect with like-minded designers, entrepreneurs, and audiences who value craftsmanship and originality. These interactions often lead to organic growth, stronger brand positioning, and new opportunities that go beyond traditional marketing.
What long-term vision do you have for your brand in the UK, and how do you plan to expand your presence in the British market?
My long-term vision is to establish Nafisa Designs as a recognised name in bespoke and gemstone-led luxury jewellery in the UK and farther.
I plan to expand through a strong digital presence, strategic collaborations, and eventually curated physical experiences such as exhibitions, private showcases or pop-ups. The focus will always remain on exclusivity, education, and personal connection rather than mass production.
Nafisa Idrees
Founder, CEO – NAFISA DESIGNS
@nafisadesigns
