From collecting shells and stones as a child to designing jewellery, Her Royal Highness Princess Nejla bint Asem has had her career path chosen long before she set her mind and heart on it.

For Princess Nejla, jewellery is her quiet language. She recalls that as a child, she used to collect shells, stones, threads, and wires and anything that held a meaning. She shares, “I think I was born speaking in shapes, colours, and tiny treasures.”

That love and appreciation of meaningful objects continues to shape her life and her work. She treasures pieces passed down from her grandmothers and great-grandmothers, creations by her father, and gifts from her mother. “I hold those closest to my heart… that’s what jewellery is meant to feel like — meaningful, lived-in, full of memory,” she shares.

Driven by her passion for jewellery and designing, she launched “Nejla bint Asem Jewellery”, a jewellery brand where every design feels alive, full of emotion and playfulness, and rich in story. She wanted each piece to hold meaning while bringing joy. “I felt there was space for jewellery that is luxurious but also deeply personal and a little whimsical, like the inner child meeting the woman in me,” she explained.

Ahead, Princess Nejla bint Asem sits down with MADAME Arabia to talk about her career, the creative magic she finds in motherhood, and the honour of seeing Queen Rania wear her designs.

Starting something from the heart is never easy, and doubt often accompanies it. Launching her brand, Princess Nejla feared that her deeply personal and symbolic ideas might never become tangible. Yet, as she followed her heart, clarity emerged. “Believe in what you love… don’t overthink. Stay connected to your heart… it always knows before your mind does. And trust that the right path unfolds in its own beautiful timing,” she says

Colourful, playful, and full of personality, her designs are also mystical, soulful, and feminine, often blending geometry and heritage. From eyes and hearts to gummy bears and smileys, she infuses every collection with unexpected charm. “It’s fine jewellery with imagination,” she shares.

For Princess Nejla, her jewellery is created for the woman who is “soft yet powerful”, “spiritual but playful”, and unafraid to express her inner world. She wishes that each piece she creates makes women feel beautiful, light, joyful and magical.

Although any royal wearing a brand can spark an “it moment”, Princess Nejla truly experienced it when Her Majesty Queen Rania of Jordan was spotted in her designs. Princess Nejla reflects, “It’s an honour that moves me every single time. I am profoundly grateful for her love and support; she believed in me long before the world knew my work. Watching her wear my pieces with such grace fills me with gratitude, purpose, and emotion.”

Princess Nejla, a woman of many roles: a royal princess, designer, brand owner, and mother. She is always fully engaged in everything she does. When asked how she manages it all, she simply said, “I flow.” She explained, “I don’t try to be perfect. My anchor is my faith, my daughters are my joy, and my creativity is my oxygen. Somehow, when the intention is right, everything finds its place.” 

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As the mother of three beautiful daughters, all under 10, motherhood brought her a lot of joy and inspiration, and she speaks lovingly and fondly about all her girls: Karimah, Shayma, and Badiya. “Each of them is creative in their own way: Karimah with her art, Shayma with singing and a great imagination, and Badiya with movement and dance.” She loves it when her daughters come to sit with her while she designs, sketching their own ideas alongside hers in drawings. “I’ve saved so many of their drawings because someday I want to make them into actual pieces.”

As our conversation drew to a close, we asked Princess Nejla what’s next for her and her brand. She shared, “More storytelling. More meaning. More magic. I’m diving deeper into spiritual symbolism, geometry, and the mystical world that inspires me, creating pieces that carry blessings, joy, and heart. I’m excited to grow in a way that still feels authentic and playful.