This week, Emirates Woman speaks to Nilofar Jaques, the founder of contemporary demi-fine and costume jewellery, Anayah.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen, both based in the UAE and globally, to find out about their career paths that led them to where they are now, what their daily routines look like, the advice they’d give to those starting out, and the hurdles they’ve had to overcome.
Nilofar Jaques never set out to build a jewellery brand; she was deep into a career in investment banking when the search for her own wedding jewellery—caught between costume-like pieces and expensive fine jewellery—led her to design her own engagement ring instead. That experiment became Anayah, built on the idea that statement jewellery shouldn’t have to sacrifice craftsmanship. What started as a passion project took on new weight after her mother’s cancer diagnosis and has since gone on to be worn by the likes of Madonna, Taylor Swift and Mariah Carey. Now running Anayah full-time, Nilofar talks through the moments that shaped the brand, the piece she never meant to sell, and where she sees Anayah in five years.
What were your initial stages of inspiration to launch a jewellery brand?
It wasn’t something I had planned at all. At the time I was working in investment banking, so starting a jewellery brand wasn’t on my radar.
The idea came from planning my own wedding. I found it surprisingly difficult to find jewellery that felt luxurious but still made a statement. Most of what I came across felt quite tacky or costume-like, rather than beautifully crafted, while the alternative was investing in fine jewellery.
Around the same time, I had designed my own engagement ring, which was my first experience of bringing an idea to life through jewellery. I really enjoyed the creative process, and it made me realise this was something I wanted to explore further. I started thinking that surely I couldn’t be the only woman looking for jewellery that sat somewhere in between—pieces with the presence and craftsmanship of fine jewellery but at a more accessible price point. That was really the beginning of Anayah.
What did the version of Indian wedding jewellery you couldn’t find actually look like in your head before Anayah existed?
I was looking for jewellery that felt beautifully made and beautifully finished but didn’t completely break the bank. I wanted pieces with the presence and craftsmanship of fine jewellery, but at a more accessible price point.
More importantly, I wanted jewellery that wasn’t driven by trends. I wanted pieces with timeless appeal that I could still imagine wearing five or ten years later. So much occasion jewellery is designed to be worn once and forgotten, or it’s made by cutting corners in ways that don’t stand the test of time.
I wanted to create the opposite. Jewellery that feels substantial, is crafted with exceptional attention to detail, and becomes something you keep reaching for, whether it’s for a wedding, a black-tie event or simply because you want to elevate an outfit. To me, that’s what true luxury is—pieces that have longevity, both in their quality and their design.
How did your mother’s medical diagnosis change the way you were thinking about the brand at that point?
Until then, I never really thought of Anayah as anything more than a passion project. I was building it alongside my career in investment banking and never took it particularly seriously as a business.
Everything changed when my mum was diagnosed with cancer. Suddenly, it felt like we were racing against the clock. I had this overwhelming feeling that I had very little time left to make her proud and show her that this little idea could become something meaningful.
She was my biggest supporter from day one. Even when the business was tiny, she believed in me completely. That gave me the confidence to start believing in it myself.
Although she sadly passed away in 2022, I still think about her every day. Every milestone, every collection and every achievement is bittersweet because she’s the one person I wish could see what Anayah has become. In many ways, the brand is part of her legacy as much as it is mine.
What does having your own factory change about how a piece gets designed, not just made?
Having our own factory gives us complete creative freedom. We’re not restricted by what a manufacturer says can or can’t be done, so every collection starts with the design rather than the limitations.
It allows us to experiment, refine ideas and really enjoy the creative process. Sometimes the most interesting pieces come from trying something that isn’t necessarily the easiest or most commercial option.
In many ways, that’s always been the philosophy behind Anayah. We’ve never chased trends or designed purely around what we think will sell the most. We’ve always created pieces because we genuinely love them and believe in them. I think when you’re led by creativity and craftsmanship rather than purely commercial decisions, that authenticity comes through in the finished piece.
What was your reaction the first time you saw Anayah on someone like Madonna or Taylor Swift?
It always feels incredibly special. If you’d told me ten years ago that women like Madonna, Taylor Swift or Mariah Carey would one day wear jewellery I’d designed, I honestly don’t think I would have believed you.
Every time it happens, it’s a reminder of just how far the brand has come. But more than anything, it makes what we do even more enjoyable. Seeing someone choose to wear something you’ve created on such a global stage is incredibly rewarding.
At the same time, I never want to become complacent. Once the excitement settles, it’s very much back to the drawing board, thinking about the next collection and how we can continue to create pieces that people genuinely fall in love with.
What are your favourite pieces from your collection?
The Roza Choker will always have a special place in my heart. Not simply because it’s one of our bestselling pieces, but because of how it came to exist.
It was never actually designed to be part of a collection. I created it purely for myself because I wanted something I couldn’t find anywhere else. I had no intention of selling it.
The response when I wore it was overwhelming. So many people asked where it was from that I eventually decided to produce it, and it quickly became one of our signature designs.
I think it perfectly captures what Anayah is about. Some of our best pieces haven’t come from trying to create a bestseller—they’ve come from creating something I genuinely wanted to wear. Those are often the designs that resonate most with other women too.
For someone discovering Anayah for the first time, what advice would you give to them before picking their first piece?
I’d always encourage someone to choose the piece they instantly fall in love with, rather than the one they think they “should” buy.
Jewellery is incredibly personal. The pieces you wear often become part of your memories, whether it’s a wedding, a celebration or simply a day when you wanted to feel your best. If something makes you smile the moment you put it on, that’s usually the right choice.
I’ve always believed that jewellery should be worn and enjoyed, not saved for special occasions. Some of my favourite customers tell us they wear their statement pieces to dinner, on holiday or even with a simple white shirt and jeans. That’s exactly how I hoped Anayah would be worn.
If it’s your first Anayah piece, choose something that makes you feel confident. The right piece has a way of transforming not just an outfit, but how you carry yourself.
How has leaving banking altered your relationship with the business day to day?
I don’t even know when it happened, but I genuinely can’t remember what life was like before running Anayah full-time. It’s completely become part of who I am.
The biggest difference since leaving banking is having the time and headspace to think strategically. Before, I was constantly balancing two careers, so most of my focus was on keeping everything moving. Now I can step back, think about where we want the brand to be in five or ten years, and make more considered decisions.
I’ve learnt an incredible amount over the past year. One of the biggest lessons has been that the approach that gets you to one milestone isn’t necessarily the approach that gets you to the next. As the business evolves, you have to evolve with it.
At the same time, I’ve never wanted to chase growth for the sake of it. I want Anayah to grow in a way that feels right and stays true to who we are. Every opportunity has to align with our values and the kind of brand we’re trying to build. I think that’s how you create something with real longevity.
What part of running Anayah still feels closest to those early days designing around your own wedding?
In many ways, it actually feels like those early days all over again. Since leaving banking, I’m able to dedicate all of my time to Anayah, and we’re spending a lot of time defining exactly who we are, what we want to stand for and what we want to create over the next decade.
In the beginning, I was designing instinctively, creating pieces that I personally wanted to wear. That instinct is still there today, but now it’s supported by a much clearer vision for the brand.
We’re being very intentional about every decision we make, from the collections we design to the partnerships we pursue. It feels like we’re laying the foundations for the next chapter of Anayah, and that’s a really exciting place to be.
Where do you want the brand to sit in five years, between the red carpet pieces and the everyday statement pieces?
In five years, I’d love Anayah to be synonymous with statement jewellery for life’s most special moments. Whether it’s a wedding, a black-tie event, a milestone birthday or an unforgettable evening, I want Anayah to be the piece someone reaches for when they want to feel their most confident and make a lasting impression.
Of course, it’s always exciting to see our designs on the red carpet, but for me, the most meaningful moments are the ones our customers create themselves. Being part of someone’s wedding day, engagement, celebration or family occasion is an incredible privilege.
Ultimately, I want Anayah to be known for creating jewellery that becomes part of people’s memories. Beautifully crafted statement pieces that are treasured, worn for years and brought out for life’s biggest moments.
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