Nilofar is the Founder and Creative Head at Anayah Jewellery, an independent jewellery brand.  She says, “there have been a few [proud moments in my working life], but one that really stands out is the moment I handed in my resignation and decided to go all in on Anayah. It wasn’t just about leaving a corporate career—it was about backing myself, choosing passion over certainty, and fully committing to something I’ve built from scratch.”

Describe your business and your role within it.
Anayah Jewellery is an independent, design-led jewellery brand that blends timeless elegance with contemporary craftsmanship. We create pieces that are both wearable and distinctive—celebrating heritage, individuality, and thoughtful design. Every collection is rooted in storytelling and reflects our commitment to quality, sustainability, and artistic expression.

As the founder and creative director, I lead the brand’s overall vision—from design and product development to branding, customer experience, and strategy. I’m deeply involved in every aspect of the business, ensuring that each piece we create resonates with our values and connects meaningfully with our audience.

How did you get into this line of business?
It actually started quite unexpectedly. I needed some money, so I asked my dad for help. Instead of giving me cash, he turned up with a box of jewellery he’d bought from a wholesaler and said, “Here—do something with this. Start a business.”

What began as trying to sell that stock quickly reignited my love for design and fashion. That spark turned into something much bigger. We soon moved from reselling to creating our own designs, setting up in-house production, and eventually building our own workshops. Now, we manage everything end-to-end—from design and manufacturing to the final product you see online or in-store.

Looking back, that box of jewellery was the unexpected push I needed—and the beginning of something much more meaningful.

How did you go about setting it up and getting established?
At first, it was very grassroots—just me with a small box of jewellery, figuring things out as I went. I started by selling pieces through word of mouth, small events, and social media. I reinvested everything I made back into the business, learning on the job and refining what worked.

I was also able to draw a lot from my background in banking—especially when it came to operations, finance, and strategic thinking. My time in New York on the Mountbatten Program gave me incredible exposure to the fast-paced corporate world and, more importantly, helped me build a strong and diverse network. Many of those early connections became clients, collaborators, or champions of the brand when I was just getting started.

As interest in the jewellery grew, I transitioned from reselling to designing our own collections, found artisans to partner with, and eventually set up our own workshops so we could control the entire process from concept to creation. Building trust with customers was key, so I focused on quality, storytelling, and brand identity—making sure every piece had purpose. Over time, through persistence (and a lot of trial and error), we carved out a space in the market that felt true to our vision.

What else is in the pipeline?
After five years of running Anayah as my very serious “side hustle,” I’ve finally made the big decision to leave my banking career and focus on the brand full time. It’s a huge step, but one that feels incredibly right.

We’ve spent the past few years building a strong foundation—from our design language and customer base to our in-house production capabilities—and now we’re ready to go full steam ahead. There’s so much we’re excited about: expanding our collections, growing our digital presence, collaborating with creatives, and exploring new markets.

This next chapter is all about scale, creativity, and deepening the connection we’ve built with our audience. We’re just getting started.

What has been the proudest moment in your working life thus far?
There have been a few, but one that really stands out is the moment I handed in my resignation and decided to go all in on Anayah. It wasn’t just about leaving a corporate career—it was about backing myself, choosing passion over certainty, and fully committing to something I’ve built from scratch.

Our growth in the Middle East—especially launching at Harvey Nichols in Riyadh and Doha—has also been a huge milestone. Those moments didn’t come easily; they were the result of years of persistence, refinement, and belief in what we’re building.

For me, pride isn’t just in the big wins—it’s in the quiet, consistent growth, the resilience, and the moments where I can look back and say: we made that happen.

What has been your biggest mistake/learning experience?
In the early days, I tried to do everything myself—design, marketing, operations, customer service—you name it. I thought wearing every hat was the best way to stay in control and protect the vision. But the truth is, it slowed us down and stretched me too thin.

One of the biggest lessons has been learning to build a strong team, trust others with the vision, and let go of the idea that I have to do it all. Delegating isn’t a weakness—it’s essential for growth.

That said, I truly believe all mistakes—big or small—are necessary. They’re how you learn, adapt, and ultimately get better.

Who are your role models?
My parents. I’ve learned so much from both of them in different ways.

My dad gave me the initial push to start Anayah—he encouraged me to take the leap and has always pushed me to aim higher, take risks, and just get things done. That drive and entrepreneurial spirit definitely comes from him.

My mother, on the other hand, has taught me the values that keep me grounded. She’s been my emotional anchor—supporting me through the good days and the tough ones. From her, I’ve learned the importance of staying kind, humble, and true to myself, no matter how busy or chaotic things get.

Together, they’ve shaped who I am—not just as a business owner, but as a person.

Any words of advice/wisdom would you impart to others thinking of setting up their own business?
Start. That’s the hardest part for most people—just getting going. There’s no perfect time or perfect way to do it, and if you wait for the “right moment,” you’ll be waiting forever.

Don’t get discouraged by the bad days—they’re part of the journey. You’ll have wins and setbacks, sometimes in the same week. Just keep showing up.

And one more thing: network, network, network. Relationships are everything. The people you meet, connect with, and learn from can open doors you didn’t even know existed.