Azqa Haroon sits down with Mr. Ali Hussain Alfardan, president of Alfardan Jewellery, to discuss heritage, innovation, and the evolving landscape of luxury.
A leading authority in the international jewellery and watch industry, Mr. Alfardan has played a pivotal role in shaping Qatar’s luxury market. Under his leadership, Alfardan Jewellery has become synonymous with exclusivity and elegance, curating some of the most prestigious brands in the world. In this exclusive conversation, he shares insights on the Doha Jewellery and Watches Exhibition 2025, the brand’s commitment to innovation, and what defines true luxury.
QH: What excites you the most about Doha Jewellery & Watches Exhibition (DJWE) 2025 this year?
Ali Hussain Alfardan: This year holds special significance for us at Alfardan. Last year, we celebrated our 70th anniversary, and now we have the privilege of hosting esteemed brands marking their own milestones. One such brand is Vacheron Constantin, celebrating 270 years, and we are incredibly proud that they have chosen Doha for this occasion.
To commemorate this, they have unveiled two remarkable timepieces. The first, the American 1921 in platinum with Indian numerals and a striking green dial, is a creation I had the honour of contributing to. The second is the highly coveted 222 in steel, both being showcased for the first time here in Doha.
Additionally, our collaboration with Tiffany & Co. is another highlight. As part of our agreement, they have acquired exquisite natural pearls from our Al Tawash collection, and these are being unveiled in Doha for the very first time. This partnership beautifully represents Qatar’s rich pearl-diving heritage in Tiffany’s iconic designs.
Chopard is also making a grand statement with over eight exclusive new models, all premiering in Doha before anywhere else in the world. This exclusivity adds to the prestige of the event.
Furthermore, our in-house brand Al Tawash, a project my father has been deeply involved in, is introducing an exceptional new collection. Noudar is unveiling a fresh Henna-inspired jewellery line, which has made its debut at this exhibition. Even within our family, there’s exciting innovation—my niece, Zuhour is launching a new jewellery line, which we are eager to expand.
Overall, there are many exclusive launches and exciting moments, making this year’s exhibition truly special.
QH: Alfardan Jewellery has been instrumental in bringing luxury international brands to Qatar. Do you follow specific criteria when selecting brands?
Ali Hussain Alfardan: Absolutely. We carefully assess the market’s needs and ensure that any brand we introduce aligns with the preferences of our clientele. Beyond that, we actively participate in the design process. If a brand presents models that don’t quite suit our region, we collaborate to refine them.
For instance, we recently introduced Arabic-inspired jewellery crafted in mother-of-pearl—a first for us. Creating jewellery from mother-of-pearl requires time and precision, making this a limited-edition collection. However, its reception has been phenomenal.
Another exciting innovation we are introducing is our miracle bracelet. This unique design enhances the visual impact of diamonds, making them appear significantly larger than their actual carat size. A 10-pointer diamond, for example, looks like a 30- or even 40-pointer. This collection offers remarkable value, making high-end luxury more accessible.
These innovations reflect our commitment to both timeless classics and modern trends, ensuring we remain at the forefront of the luxury jewellery industry.
QH: What is Alfardan Jewellery’s vision for the future? Where do you see the brand in the next ten years?
Ali Hussain Alfardan: As the third generation takes an active role in Alfardan Jewellery, our vision is to solidify our position as a leading luxury jewellery house in the Middle East. We already have a strong presence in Saudi Arabia, Abu Dhabi, Dubai, and Muscat, with plans for further expansion soon.
While we remain dedicated to classic luxury, we also recognise the evolving preferences of the new generation. Today’s market trends demand a balance between tradition and contemporary appeal. We are constantly adapting to global trends while maintaining our signature craftsmanship and exclusivity.
Our goal is to continue setting benchmarks in luxury jewellery, offering pieces that resonate with both heritage and modernity, ensuring that Alfardan remains synonymous with excellence for generations to come.
Noor Ali Hussain Alfardan is a rising force in the world of fine jewellery. As the vice president of Alfardan Jewellery and founder of Noudar, she blends heritage with modernity, crafting exquisite designs that celebrate Arabic artistry. From childhood inspirations to becoming one of the industry’s most influential women, Noor shares her journey, vision, and the future of luxury jewellery with Azqa Haroon.
QH: What excites you most about DJWE 2025?
Noor: The exclusive new collections and the limited-edition pieces showcased by various brands.
QH: What is the inspiration behind Noudar?
Noor: Noudar draws from traditional Arabic jewellery, reimagined into contemporary designs for everyday elegance.
QH: Any advice for aspiring jewellery designers?
Noor: Stay true to yourself, your creativity, and your unique aesthetic vision.
