Noora is certified as a Diamond Graduate from the Gemological Institution of America, she has received a Diamond Grader certification from the International Gemological Institute and has completed a course at L’Ecole Van Cleef & Arpels. These experiences have given the designer an exclusive insight into jewelry manufacturing and designing for diamonds and gemstones, allowing her to utilize these skills and launch the brand in 2018.

Noora Shawqi’s background emphasises the designer’s passion for jewelry. In 2017, the designer started an Instagram account, @noorask, as a platform to share the love for fine jewelry. Aiming to share the designer’s favorite pieces from regional and international jewelers, the brand’s following grew quickly and is now a popular account for lovers of fine jewelry.