Princess Najla bint Asim's jewelry blends cultural and royal heritage with contemporary touches. Credit: Zaid Al-Lozi

(CNN)-- Jordanian jewelry designer Princess Najla bint Asim continues to carve a unique identity in the design world, through pieces that blend cultural and royal heritage with contemporary touches, relying on personal stories and symbols inspired by the Arab environment.

Princess Najla bint Asim grew up surrounded by history, heritage, and beautiful stories, but at the same time she was drawn to the idea of creating pieces that express the contemporary woman. Her passion for jewelry did not start as a business project, but as a personal interest that led her to study jewelry design in Florence, Italy, where she delved into high craftsmanship and was impressed by the ability of a small piece to carry great meanings.

"Jewelry is not just adornment, but a means of storytelling"Credit: Visuals Design House

Over time, she began receiving requests from friends and family members to design special pieces for important occasions in their lives. Noticing the emotional connection that these pieces formed for their owners, she realized that jewelry is not just adornment, but a means to tell stories, preserve memories, celebrate identity, and spread joy, which marked the real launch of her brand.

Princess Najla pointed out that her philosophy is based on a natural blend of heritage and modernity, by offering jewelry that expresses the spirit of today's woman and allows her to wear symbols of culture, heritage, and memories in a contemporary, personal, and joyful way, considering that this balance reflects her identity and personal experience.

Jewelry designs combining heritage and modernity.Credit: Visuals Design House

She confirmed in an interview with CNN Arabic that her source of inspiration is not limited to heritage, but also includes happiness, imagination, colors, travel, and spirituality, along with the small details that bring joy in daily life. From this perspective, she re-presents traditional symbols, Arabic calligraphy, cultural references, and meaningful stories in a new, fun, and wearable style, within a single integrated creative vision.

She also explained that storytelling is the foundation of every piece she designs, as she rarely starts from a gemstone or a fashion trend, but rather from a feeling, a memory, a passing conversation, a place, a prayer, or a sensation that remains present in her memory, and later transforms into a tangible design.

Various sources of inspiration behind the jewelry designs. Credit: Visuals Design House

Princess Najla considers that the pieces closest to her heart are those that reflect the identity of the wearer, or make them feel represented, or take them back to a familiar place, or give them a sense of happiness, believing that this emotional connection is what gives jewelry its true value.

She said: 'Luxury for me is not related only to price or materials, but to the meaning that pieces carry, and to owning something personal, unique, and irreplaceable. The most valuable jewelry is not necessarily the most expensive, but that which is associated with a memory, a dear person, a significant moment, or a special story.'

Handcrafted pieces are what most attract Princess Najla in the world of designCredit: Zaid Al-Lozi

The royal family and the double responsibility

The Jordanian princess is particularly drawn to handcrafted pieces, whether through stone carving, detailed drawings, or craftsmanship techniques that cannot be replicated. As a member of the Hashemite royal family, she confirmed that she feels a responsibility towards representing Arab identity and traditional crafts, but she emphasized that this comes naturally and sincerely, without any pretension, as she draws inspiration from the region's culture, arts, and traditions, noting that the Arab world possesses a rich visual language that deserves to be told and celebrated.

As for Queen Rania Al Abdullah, wife of Jordanian King Abdullah II, wearing some of her designs, she expressed admiration for the Queen's elegance and authenticity, expressing her gratitude for the love and encouragement she has shown her over the years.

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The Jordanian princess concluded her remarks by noting that the jewelry design scene in the Middle East is currently experiencing a rich and promising phase, with the emergence of a large number of young designers. This generation is distinguished by its confidence in telling its own stories instead of seeking inspiration from abroad, with an increasing ability to present designs that carry a deep personal character and at the same time reach a global audience.