A Jeweller with a Cause

Nosheen Bakhsh, Designer and Founder of Sheen Fine Jewelry, speaks with The Retail Jeweller about blending her cultural influences into timeless jewellery, her humanitarian efforts, and navigating the challenges of entrepreneurship. As a strong advocate for slow fashion, Bakhsh is tapping into the jewellery revamping market, which now contributes 60–70 per cent of her total revenue. Despite the precious nature of her brand, she unapologetically supports lab-grown diamonds for their sustainability, viewing them as the industry’s future

Sheen Fine Jewelry is more than a jewellery brand—it is the personal narrative of Nosheen Bakhsh, a young Saudi designer of Kashmiri origin. By combining her passion for design and humanity, she has built a brand with purpose. Deep humanitarian values instilled by her father in childhood shaped her outlook. Despite gaining significant business experience during her years in advertising, she felt unfulfilled. A pivotal university branding project inspired her to take a leap of faith and launch her own brand.

With Sheen Fine Jewelry, Bakhsh crafts timeless pieces that celebrate cultural heritage while actively contributing to society. The brand is not solely about creating jewellery; customisation and revamping play equally vital roles in its business ethos.

Edited Excerpts:

Pratyasha Kumari (PK): Can you share your journey from studying advertising to becoming a jewellery designer and launching your brand?

Nosheen Bakhsh (NB): While advertising was not my true passion, it taught me valuable lessons about the business side of branding—insights that have been indispensable. Additionally, a photography course I took in college now significantly contributes to my work. After leaving my advertising job, I enrolled in jewellery-making workshops and became a certified diamond grader.

I began by creating a few designs, and to my surprise, Sauce, a renowned concept store in Dubai, showcased them. That validation was pivotal for me. Over time, my designs reached 11 stores in Dubai, allowing me to understand customer preferences across diverse markets. Recognising the importance of direct engagement, I launched Sheen Fine Jewelry in 2013 to establish a more personal and meaningful connection with clients.

PK: What are the core values of Sheen Fine Jewelry? How do you define humanity and sustainability?

NB: As an Arab of Kashmiri origin, my father instilled in me strong humanitarian values, shaping my life and work ethos. Giving back to the world and preserving the culture I grew up in have always been integral to my vision. Humanity and culture, therefore, form the foundation of Sheen Fine Jewelry.

My designs pay homage to the diverse cultures I have been surrounded by, particularly Islamic art and architecture. To foster transparency and trust, a portion of every purchase is donated to causes chosen by customers. Currently, our donations support UNHCR programmes aiding critical efforts in Palestine, the Syrian refugee crisis, the Rohingya emergency, and Yemen. Previously, we have supported Médecins Sans Frontières (Doctors Without Borders) and Revive Kashmir, a non-partisan organisation dedicated to projects in Kashmir.

Sustainability for me means rejecting unethical practices that harm people or nature. This is why I advocate for slow fashion and use ethically sourced diamonds. I am also a firm supporter of lab-grown diamonds, which I believe are the industry’s future. To educate customers, I share informative content on social media, including a ‘fun fact’ series, and have published a detailed blog post comparing natural and lab-grown diamonds on my website. Over the past five years, demand for lab-grown diamonds within my brand has surged by 30–40 per cent. For engagement rings, the preference for lab-grown and natural diamonds is now evenly split at 50:50.

PK: You have a purpose-driven approach to your business. How do you balance your values with your brand in such a competitive industry?

NB: While I understand that values alone will not elevate my business, they are fundamental to who I am, and I cannot let go of them. My collections always incorporate cultural references. A few years ago, I visited Rajasthan, India, where I was inspired by the influence of Islamic art and architecture. This led to the creation of my Chandi (silver) collection. Other collections, like Gul and Aisha, are inspired by Kashmir, while the Kenza collection draws from the Gulf (GCC).

I design intricate, dainty, and modernised pieces rooted in cultural influences. These pieces are not limited to traditional or occasional wear but are designed for daily use, making them more versatile and marketable.

The charitable donations are made quietly, without any marketing hype. We do not ask customers for additional donations; a portion of each purchase automatically goes toward the cause. The donation is mentioned subtly at the end of the purchase, drawing gentle attention to the cause without a business angle. This is my way of giving back to the world while keeping the focus on the jewellery. This approach ensures that my business and values coexist harmoniously.

PK: Can you tell us about Sheen Fine Jewelry’s unique selling points?

NB: The jewellery market is saturated with both precious and fast-fashion brands. Sheen Fine Jewelry offers intricate, timeless designs, with an emphasis on customisation and revamping. These are pieces that can be passed down through generations. While I am not necessarily filling a gap in the market, I am offering my unique design style, ensuring it resonates with my customers. We focus on generational luxury.

Customisation and revamping are at the heart of my brand. I have shifted from launching collections twice a year to once annually. Over the past year, 60–70 per cent of my total revenue has come from customisation and revamping—an expanding market that I am now tapping into in the UAE.

PK: How did customisation and revamping become integral to your brand?

NB: I do not have a physical store, but I often do pop-ups, exhibitions, and fashion shows. I operate from a workshop-cum-office where I handle customisation requests. Customers started asking me to help revamp sentimental pieces, or to update jewellery to match modern tastes. That is when I realised there was a growing demand in the revamping jewellery market.

Revamping aligns perfectly with my brand’s sustainability values. I believe in slow fashion, and that timeless pieces should be reused and cherished. I love transforming something old into something new. It is rewarding to see someone take a piece they would never wear and have them end up wearing it every day, preserving its sentimental value.

For example, I redesigned a broken emerald ring for a client, preserving its imperfections, bumps, and scratches to maintain the memory of her grandmother. It was deeply emotional for her, and she often sends me photos of it because she wears it regularly. That kind of connection means everything to me!

Currently, I only accept revamp orders within the UAE due to logistical constraints but plan to expand across the Gulf soon.

PK: As a first-generation jeweller selling precious jewellery online, what challenges have you faced, and what advice would you give to new designers?

NB: The biggest challenges I have faced are market saturation and constantly evolving customer preferences. My advice to new designers is to stay true to your design style and continuously innovate to create standout pieces that remain timeless. Also, define your brand’s values early on and remain faithful to them. Most importantly, engage directly with your customers, whether through social media, pop-ups, or exhibitions, to better understand their needs.

PK: How have you managed to build trust with customers for selling precious jewellery online?

NB: Building trust requires both an online and offline presence. Social media and customer testimonials have played a significant role in establishing credibility. A transparent and engaging online presence has allowed me to reach markets I never expected, such as Singapore and Australia.

In Dubai, there are strict regulations regarding the quality and authenticity of gold, and we make sure to adhere to these standards with rigorous quality checks. All of our jewellery is hallmarked and authenticated, and we provide a certificate of authenticity with each purchase. For added credibility, we offer a lifetime warranty on the quality of materials used, covering any manufacturing or material defects from the date of purchase.

Fashion shows and exhibitions have been key to establishing credibility, especially as an online business. Participating in events like the London Fashion Week in 2018, where I was the first Middle Eastern designer selected, and the New York Jewellery Show in 2023, has opened doors to new markets such as Abu Dhabi, Riyadh, New York, and London. These events offer a chance to meet customers in person, which builds their trust in the brand. Even if customers do not attend the shows, the experience boosts confidence. In fact, for every 10 sales made at a show, I often see double that in subsequent months.

PK: What are your upcoming plans for Sheen Fine Jewelry?

NB: I am currently working on an exciting and innovative project, which I will reveal soon. My main focus remains on custom jewellery, as there is growing demand in this area. Additionally, I am continuing to explore the revamping of old jewellery, which aligns with my sustainability goals.

Written by Pratyasha Kumari