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Meet Noor Molvi of NOORNOIR Jewelry in Sherman Oaks

Today we’d like to introduce you to Noor Molvi.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I am one of those people that always knew exactly what they wanted to do. From age nine, I knew that I wanted to be a fashion designer. I interned with fashion companies and worked retail throughout high school and college with the goal of eventually owning my own business. Working in product development out of college is where I learned a lot about clothing design and production and where I started to sketch out my business plan for NOORNOIR. I launched NOORNOIR in 2015 and back then I wanted it to be a clothing label.

My first collection consisted of an edited selection of high-quality jersey basics; I wanted people to invest in a high-quality piece that they could get different outfits out of by styling with different accessories. I would style my “Everyday” maxi dress with a statement necklace and heels or fun earrings and a clutch purse. I started to sell jewelry alongside my maxi dresses and tunic tops so that customers could see how versatile the clothing was. It was fairly easy to add jewelry into my collection since I had been making jewelry as a hobby since I was in high school.

After a few months, I noticed that my handmade jewelry items were outselling the clothes! Once it became clear that my jewelry was generating the majority of sales I made the decision in mid-2017 to re-focus NOORNOIR as a jewelry brand. It was a tough decision, but I think it was the best choice for my business. Since re-introducing NOORNOIR as a jewelry brand, I’ve experienced so much new growth, and more opportunities have opened up for my business.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
The road has definitely had its fair share of bumps and potholes! I think the most difficult part of owning a small business is managing the money. One of the early mistakes I made was tying up most of my money in inventory, I naively expected NOORNOIR to be a runaway success from day one, so I grossly overestimated how much product I would need and did not have much money left over to invest in promoting the product! Since then I’ve learned to really weigh every financial decision to see how it will impact the business in the future.

We’d love to hear more about your business.
NOORNOIR is handmade jewelry that evokes a feeling sentimentality when worn. Each piece that I make captures a specific feeling or memory. Sometimes it’s the feeling of looking for seashells in warm sand on a summer day. Sometimes it’s the memory of savoring a strong cappuccino from my honeymoon in Venice.

Basking in these memories brings me so much joy so to be able to encapsulate them in my jewelry is incredibly exciting. It’s amazing when customers understand my inspiration for a piece just by looking at it and can connect it with nostalgia of their own.

What were you like growing up?
I was a lot like how I am today, very creative and on the shy side. I was always trying to figure out a way to make a business out of my latest hobby. I once tried to sell paper bangles on the sidewalk outside my house, each one had a different pattern drawn on it with Crayola marker. I did not make a single sale, and I wound up crying at the end of the day about how my time and effort had gone unappreciated. Needless to say, I am very thankful that is not the case today!


  • Earrings $25-$75
  • Bracelets $20-$60
  • Necklaces $25-$80

Contact Info:

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