We spoke to Frieda Kaplan Gross,  founder of exquisite fine jewellery company NOA, about her inspiration to launch the range, her favourite pieces from the collection and which Little Aurelia products she loves!

What was your inspiration to launch NOA?
NOA fine jewellery is a third generation jewellery brand. My grandfather opened his first store in Venezuela in the 1960s before returning to Europe to settle in Munich, where he joined forces with an Israeli diamond supplier and a small family-owned jewellery atelier in Italy to fulfil wholesale orders across Germany. Eventually my father joined the business and they grew it to become Europe’s biggest privately-owned jewellery atelier.

NOA founder Frieda Kaplan Gross

What is the ethos behind the brand?
We specialise in feminine, white diamond pieces that are timeless and meaningful marking a special moment in a persons life and that can be passed down as family heirlooms. All the jewellery is made in the same family-owned workshop that my grandfather used.

Who do you think your products appeal to?
We have a wide range of clients predominantly young professionals and mothers. While having said that we also cater to all my grandmothers friends. So we have something for everyone.

What makes the perfect item of jewellery?
Unique, timeless design combined with the highest quality.

What is your favourite piece from your collection and why?
My favourite piece are the Fleur de Lis Earrings. They’re very feminine with the flowers and also very comfortable with the way they are worn up the ear. I think they’re incredibly versatile; you can wear them for lunch but also with black tie, they’re just beautiful. They are inspired by some diamond cluster earrings that my grandfather made in 1964 which also go up the ear; those are a bit chunkier so I wanted to do something a bit more feminine, refined and more “me”.

Frieda’s favourite Fleur de Lis earrings

Could you tell us about the NOA Mini range, and how it came about?
The NOA mini launch came about very organically. Due to the fact that a majority of our orders are bespoke and we specialise in names and initials of mothers’ children and their loved ones, it came only naturally to create a collection dedicated to children and their parents.

The adorable elephant pendant from the NOA Mini collection

Do you feel there is a connection between skincare, beauty and jewellery?
I personally think there is a huge connection. Both skincare and jewellery is used to make a woman/child feel and look the best she can do. When a woman looks in the mirror not only her diamonds she is wearing should sparkle but also her radiant skin.

NOA Mini bracelets with products from Little Aurelia

And lastly, which Aurelia Probiotic Skincare (or Little Aurelia!) product is your favourite?
I absolutely adore the Little Aurelia Sleep Time Top to Toe Wash & Cream. My little one couldn’t agree more. We also love the pillow spray, the perfect way to end the day.


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