Design is often a conversation between the past and the present. For Nafees, that conversation happens through Jaipur‘s vibrant heritage and a modern need for jewellery that feels personal rather than performative.
Founded by Anju Jain and Ajay Jain on the principle of “exquisite” craftsmanship, the literal meaning of Nafees, the brand creates pieces that honour the integrity of precious stones and gold while being designed to be lived in: jewellery meant for birthdays, trips, and quiet personal milestones, serving as an effortless companion to life’s memories rather than a trend to follow.
This aesthetic is deeply shaped by the Pink City, where the founders draw from world-renowned expertise in gemstone cutting and traditional artistry, creating handcrafted heirlooms for a global audience.
On January 24-25, Nafees joins The Unique Club event The Art of Jewellery at Firetti Contemporary in Dubai (opening reception January 24, 5-7 PM). Ahead of the exhibition, we spoke with Anju Jain about their roots in Jaipur’s gemstone houses, their technical training, and why they believe the future of luxury jewellery lies in intention and the beauty of imperfection.
Portrait of the Founders
How did Nafees come to life, and what inspired you to create this brand?
Nafees came to life when we were already active in the market and felt it was time to build a retail identity of our own. Our very first counter opened in Doha with Al Darwish, and that moment really marked the beginning of the brand.
The name “Nafees” literally means “exquisite,” and that’s exactly what we aim to reflect in every detail of our work. We also saw a genuine gap for mid-segment fine jewellery, pieces that feel special, yet effortless enough to wear for life’s personal celebrations. Whether it’s a birthday, a trip, a bridesmaid moment, or simply treating yourself, Nafees is made for those occasions that deserve to be remembered.
What were your professional journeys before founding Nafees, and how did they prepare you for this project?
I was born into a gemstone family in Jaipur, so I’ve been surrounded by this world for as long as I can remember. That early exposure naturally shaped my understanding of stones, craftsmanship, and what true quality looks like.
In my early twenties, I completed my GIA and diamond grading courses in Hong Kong, which gave me a strong technical foundation and a global perspective. Ajay trained extensively under a major gemstone factory and an emerald manufacturing house, learning the discipline and precision that high jewellery demands.
Between being active in the market, sourcing internationally, and attending shows across the world, we continue to learn and evolve every day, and that growth is what keeps the brand fresh, relevant, and rooted in excellence.
How does Jaipur’s culture and history influence your approach to jewelry? Could you share a story or moment from the city that inspired one of your creations?
Jaipur has influenced my creative thinking in the most natural way. It’s my city, and it’s impossible not to be inspired by it. The culture is incredibly rich: the festivals, the bazaars, the costumes, the food, and above all, the architecture. There’s a beautiful overlap of Mughal structures with Rajasthani frescoes and artistry that feels timeless.
Even local crafts like blue pottery and traditional block prints shape the way I see pattern, colour, and form.
One of our bestselling collections is an ode to Jaipur, inspired by the palace domes across the city. The carved “melons” take centre stage and bring that architectural softness into jewellery. Another collection, Jaipur Moderne, carries a subtle nod to the Art Deco movement: structured, elegant, and slightly bold, but still very wearable.
What is your creative process like, from the initial idea to a finished piece?
My process changes with every collection. Sometimes it begins with a feeling, an idea, a mood, a celebration, a memory, even a sense of nostalgia. In those moments, the concept comes first, and the gemstones follow.
Other times, it starts with a truly special stone that we’ve sourced from a trusted vendor somewhere in the world. It could be an Australian opal, a custom-cut emerald, a specially carved amethyst, or even Arizona turquoise. When a stone is exceptional, it almost tells you what it wants to become.
From there, I play with combinations, sketch by hand, and move into prototyping. Wearability is always key. We think about how the piece sits, how it feels, and the lifestyle of the person wearing it. That’s when the journey of the jewel truly begins.
Behind the creations
Color plays a central role in your work. How do you select gemstone combinations to ensure each piece is unique, and do you follow a signature palette or let each collection evolve organically?
Colour is absolutely my forte. It’s something that comes naturally to me. Gemstones are my palette, and I love experimenting with combinations that feel unexpected, yet still refined. Sometimes the result is bold and a little path-breaking, and other times it’s quietly elegant. That balance is where I feel most creative.
Being based in Jaipur gives us incredible access to sourcing, and having an in-house lapidary makes a huge difference. It allows us to explore cuts, tones, and pairings with more freedom, so each piece can feel truly one of a kind rather than following a fixed formula.
Every piece is described as an “heirloom.” What does creating a jewelry piece meant to last generations mean to you?
In India, jewellery is deeply emotional. Yes, it’s an asset to treasure, but it’s also a legacy, something that carries your story through generations.
When we say our pieces are heirlooms, we truly mean they’re made to be passed down. We focus on timeless design over trends, and we keep the lines minimal and classic so the gemstones and craftsmanship can speak for themselves.
Many of our clients create pieces to mark milestones, special birthdays, anniversaries, personal achievements. Those jewels often feature exceptional stones, chosen not only for beauty, but also for longevity and value. Over time, they become part of a family’s history, something meaningful and something that appreciates in more ways than one.
Jewellery plays an integral role in Indian weddings. How does this tradition inspire your creations, and does it influence the designs you develop for your collections?
Jewellery in India isn’t just tradition. It’s emotion, legacy, ritual, and something deeply woven into daily life. It’s meant to bless the wearer, not only adorn her. Gold represents prosperity and purity. Navratna pieces are associated with balance. Pearls and coloured gemstones are often chosen for their calming energy or personal significance. Silver is seen as grounding and soothing. Cultural motifs also carry meaning. Lotus forms, temple-inspired details, and heritage patterns aren’t just decorative. They’re symbols, and they connect the piece to something deeper. That’s why even when our designs feel modern, they still hold a quiet sense of rootedness.
Which piece is the most iconic or personal to you, and why does it hold special meaning?
The piece that feels most iconic and personal to me is always the one that carries a story, because that’s where jewellery becomes truly unforgettable. I’m especially drawn to pieces that reflect Jaipur in a modern way: architectural elements, carved details, and unexpected colour pairings. For me, the most meaningful creations are the ones that become part of someone’s life, worn through milestones, travels, celebrations, and eventually passed on. When a client tells us, “This feels like me,” that’s when I know the piece has done what it was meant to do.
Looking ahead, how do you see Nafees evolving in the coming years, both in design and philosophy?
Looking ahead, we want to expand Nafees’ global presence in a thoughtful, curated way. Through international trunk shows, in-store experiences, and carefully selected exhibitions, we want to introduce the brand to collectors who value craftsmanship, rarity, and meaning. Collaboration with luxury boutiques is also part of the journey, along with building a strong digital presence that reflects the brand’s true essence. Our long-term vision is for Nafees to become a sought-after name for collectors across the GCC, Europe, and America, while building a legacy through education as well. Workshops, masterclasses, and sharing knowledge is something we deeply believe in, because it brings people closer to the art behind fine jewellery.
What led you to present your jewelry at The Unique Gallery in Dubai? What goals are you pursuing with this international platform, and what do you hope this experience will achieve for Nafees?
Today, Nafees is known for culturally rich fine jewellery, but we want to evolve the narrative even further. We want jewellery to be worn not for trends, but for meaning, emotion, and legacy.
Design, for us, is shifting from decoration to intention. Over time, the signature Nafees language should become recognizable through hidden details, engraved names, personal touches, and subtle design codes that feel intimate.
We’re also inspired by the concept of wabi-sabi, finding beauty in imperfection. That idea feels very real, very human, and very timeless, and we want to create pieces that celebrate that softness and individuality.
You can discover Nafees’ extraordinary creations in person at The Art of Jewellery, The Unique Club‘s exclusive showcase at Firetti Contemporary, leading contemporary art gallery in Dubai. On January 24-25, from 5:00 PM to 7:00 PM, the gallery will host Nafees’ designs alongside kinetic pieces by The Contrast Club and the bold works of Hugo Cahill, all pushing the boundaries of modern design.
Whether you’re a jewelry collector, a design enthusiast, or simply looking for a piece that resonates with your own story, this is an opportunity to experience something truly special. To attend, please RSVP via email at welcome@theuniquedubai.com or via WhatsApp at +971 54 563 0713, and follow us on Instagram to stay updated on this and future showcases.