Indian jewellery brand Nafees expands to Middle East with first outlet in Qatar

Satyendra Pathak Doha India’s fast-emerging jewellery brand Nafees, previously known as Exquisite Fine Jewellery, has expanded its wings to the Middle East...

Satyendra PathakDohaIndia’s fast-emerging jewellery brand Nafees, previously known as Exquisite Fine Jewellery, has expanded its wings to the Middle East market with the opening of its first branch in Qatar.Nafees has partnered with Qatar’s leading jewellery brand Al Darwish Jewellery to set shop inside the recently opened Al Darwish Jewellery Showroom with a new collection of high end, fine jewellery pieces primarily catering to the Qatari clientele“The vibrant gemstone and diamond set couture jewels of Nafees are exemplary in craftsmanship and bespoke services are always in demand within the elite families of Qatar and the Middle East. The Al Darwish family in particular and many other prominent Qatari families have always appreciated our products and this is the reason why we decided to open a permanent shop in Qatar,” Anju Jain, one of the founders of Nafees, told Qatar Tribune.Founded in 2005 in Jaipur by Anju Jain and Ajay Jain as a first generation-run jewellery brand, Nafees is experimental in design, bold in approach and are trendsetters in their domain.“Nafees is a new beginning, an effort to be recognised for authenticity and excellence throughout the international space of high jewellery. We have started with Qatar in the Middle East. We hope for continuous patronage of Qataris towards this new endeavour of ours, aimed to bring to the forefront the art of creating fine jewels,” she said.“With every jewel from Nafees, you take home a piece of the age of old craft, gemstones that are ethically sourced from across the globe, both set in a design that has emerged out of our passion towards our work,” she said.“We have seen a huge demand for our products in Qatar, especially among the younger generation. To meet the requirements of the modern woman, I try to draw inspiration from my travels, incorporating different architectures, cultures and fashions. I find myself fascinated by all of them, and they inspire me to create unique jewellery. On top of this, I am constantly updating my practice by attending various jewellery exhibitions and seminars on design as well as forecasting trends. I endeavour to keep on top of the latest trends in both colour and fashion. I would call the aesthetics of my design ‘modern with an Indian twist. I love to combine the beauty and faceting of precious stones with Mughal motifs, creating jewellery that is luxurious, yet simple,” Anju said.Nafees is a prime example of first-generation jewellers who are exemplary in creativity and craftsmanship. This allows them to tap into global trends as much as possible, weaving them organically into a timeless canvas.Working together, the duo was able to achieve such success in their business in a short span of time. This was accomplished by the spectacular design and carefully selected precious gems, charming tanzanites, rubellites, emeralds, opals, various shades of quartz, pearls, and many others. Some of these are ideally suited as a complementing stone for a rare gem that forms the centrepiece of the design.As evident from the special high-end collection put on display, Nafees seeks to create noteworthy jewellery by combining the most daring shades.“Trends are definitely changing, and our customers are not against experimenting with a variety of materials, whether it is wood, leather or enamel. I am sure that her desire to surprise our loyal fans in Qatar will push the designer to create new, outlandish jewellery all over again,” she said.