Design Thinking: Nada Ghazal

(Image courtesy of Nada Ghazal. Image depicts 'My Muse' Cocoon and Glory Statement pieces.)

In Graduate School, one of the buzzwords professors love to discuss is “Design Thinking.” Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how organisations apply Design Thinking and spoke to Ghada Makarem, Business Development Director of Nada Ghazal Fine Jewelry, to learn how Nada Ghazal applies Design Thinking to her market offering.

(Image courtesy of Nada Ghazal. The image depicts the 'Baby Malak' and 'My Muse' Statement Rings.)

1. What makes Nada Ghazal different from other brands on the market?

All Nada Ghazal Fine Jewelry collections tell a narrative of emotions, memories, and experiences, which, while deeply personal, convey universal emotions.

(Image courtesy of Nada Ghazal. The image depicts )

Most of our clients buy the pieces as they associate with the story: ‘My Muse’ tells a story of love for Beirut, Nada’s biggest inspiration. It is an homage to the city. With it, that tries to preserve everything the designer feels she is losing in her city: the charm of narrow streets, the blossoms that fill the alleyways, glorious buildings, and the arches and domes of the old homes.‘Baby Malak’ is joyful and colorful and represents the little girl’s aura as she enters a room. Fuse is a collection of sensual and sensorial pieces giving the impression that the earlobe, finger, or wrists have been brushed with gold and dipped or sprinkled in gems.

(Image courtesy of Nada Ghazal.)

Nada’s pieces are sculptural in form. They are bold yet timeless and ageless. She uses matte, hand-brushed 18K gold instead of the usual shiny gold finish. Gems are precisely set in a scattered manner which has come to define Nada’s feminine aesthetic. Nada’s collections can be layered together, allowing customers to build their personal edits of pieces that they can stack/wear together.

(Image courtesy of Nada Ghazal.)

2. How does Nada Ghazal incorporate its mission and vision into its products? 

Nada believes her pieces are a window to her soul; they narrate her story with which she wants to connect with the men and women who wear her pieces worldwide. Every time someone purchases a piece, this connection gets more robust, and she becomes part of their story as much as they are a part of hers.

(Image courtesy of Nada Ghazal.)

3. What are the quintessential Nada Ghazal products?

Bold statement rings like her bold statement rings such as 'Malak' and "My Muse' Glory and Signet rings like 'Baby Malak' and statement cuffs such as 'My Muse' Urban and Cocoon.

(Image courtesy of Nada Ghazal.)

4. What is the future of the company? 

It is an international brand but the ambition is for it to be known as a design house.

(Image courtesy of Nada Ghazal.)