Elura

ELURA’s debut collection, Cosmic Whisper, captures the mystery and allure of the cosmos, reflecting founder Layal Al Essa’s unique journey from NYC to GIA London. As a fresh voice in fine jewellery, ELURA blends heritage with modern elegance, offering pieces that tell a story of timeless sophistication and craftsmanship. Join us as we discuss with the founder her beautiful jewellery journey.


Q: Earrings or bracelets: which is more fun to design? 

A: Earrings! You can play around with asymettry and movement, and it’s recognized by other people more than a bracelet.


Q: The first piece of jewelry you ever made: what was it? 

A: The Halo Signet Ring – I spent two weeks learning how to carve it out of wax in a small studio in NYC. It is not part of my permanent collection.


Q: Inspirational music or serene silence while you work? 

A: Music always!


Q: Gemstone cut: round, emerald, or marquise

A: Round – a classic.



Q: Engraving or filigree: which intricate detail do you prefer? 

A: Engraving.


Q: If your jewelry were a destination, where would it be? 

A: Kuwait, definitely.



Q: A jewelry-making technique you’re currently excited about mastering? 

A: Gemstone carving – it’s such a cool way to take raw stones and turn them into detailed, unique shapes that really stand out.



Q: The most exotic place you’ve drawn inspiration from? 

A: Marrakech, Morocco.


Q: Your signature design element or motif? 

A: The crescent moon.



Q: A must-have accessory other than jewelry for your ideal outfit? 

A: Statement shoes.



Q: The best jewelry tip you’ve ever received or given? 

A: The best jewelry tip I’ve ever received is that your jewelry should really reflect your individuality and personal style, not just follow trends. It’s all about choosing pieces that feel like you and tell your story.


Q: One word to describe the feeling you want your wearers to experience. 

A: Empowered.


Q: Future trends in jewelry design that excite you the most? 

A: Bezel settings!


Follow Elura: @elurajewelry