In a world that moves at breakneck speed, few things slow us down the way memory does. It grounds us, anchors us, and reminds us of where we come from. For Anusheh, the founder of ShehNoor, that grounding force is deeply personal — a quiet love passed down by two remarkable women who shaped her life in very different, yet equally powerful ways.
“I didn’t always know where I was headed,” she reflects, thinking back on the winding path that led her to jewelry design. Like many who came of age caught between the pragmatism of millennials and the fierce individuality of Gen Z, Anusheh explored everything — from fashion design to international development, even the rigorous CSS exams. But it was a quieter calling that ultimately stood out. One that shimmered softly through memory, tradition, and story — through jewelry.
Even the name ShehNoor is a tribute: a gentle fusion of her two grandmothers’ names, Shehnaaz and Noor. And through them, the brand found its soul.
Two Women. One Legacy.
Noor, her maternal grandmother (Naani), embodied a quiet grace. She carried life’s burdens with calm dignity, shielding others from their weight. Her kindness wasn’t performative, but enduring — a soft strength that echoes in every delicate curve and subtle sparkle of a ShehNoor piece.
Shehnaaz, her paternal grandmother (Daadi), was her brilliant contrast — regal, magnetic, and effortlessly glamorous. She moved through life with flair, her elegance untouched by time. She collected heirloom jewelry that captivated a young Anusheh, teaching her what it meant to wear history with confidence.
Together, these two women offered balance: softness and strength, tradition and boldness. And ShehNoor is their mirror — a modern ode to classic beauty.
At its heart, ShehNoor is a brand built by women, for women. It honours the beauty, complexity, and resilience of womanhood — especially the strength of our elders, who carved paths with grace long before we could. Through each design, ShehNoor preserves their spirit and passes it forward — creating pieces that connect generations and celebrate the quiet power within every woman.
ShehNoor isn’t just a business. It’s a love letter — to heritage, to family, and to the women whose quiet influence shaped a dream. Because when you wear a ShehNoor creation, you’re not just wearing jewelry — you’re wearing a story.
