Interview with Hinna Azeem, Creative Director of H.AZEEM London
Read our interview with Hinna Azeem, Creative Director of the award winning British jewellery brand H.AZEEM London.
What’s your career background?
I studied Economics at UCL before embarking on a successful career in investment banking, where I became one of the youngest Vice Presidents in the firm. I was promoted at just 29 years old while pregnant with my first child, a milestone that remains one of the proudest moments of my corporate career.
Despite loving the fast-paced world of finance, I had always dreamed of building my own jewellery brand; a passion that began in childhood. My parents and I travelled extensively, packing up the car for road trips across Europe and exploring incredible destinations around the world. Those experiences exposed me to different jewellery traditions, craftsmanship and gemstones, sparking a fascination that stayed with me throughout my life.
Some of my most memorable trips included visiting gem mines in Brazil and travelling through the Himalayan region near the borders of India and China, close to K2. Seeing extraordinary gemstones at their source and experiencing the artistry of different cultures only deepened my passion for jewellery.
While working at Bank of America Merrill Lynch, I seized the opportunity to study jewellery design and making at Central Saint Martins. Soon afterwards, a work assignment in Hong Kong became the catalyst for turning my dream into reality and I spent my weekends travelling to China, Malaysia and Thailand, meeting artisans and manufacturers, sourcing materials, and establishing my production network.
In 2011, I founded H.AZEEM London, combining my commercial experience in finance with a lifelong passion for exceptional craftsmanship and timeless jewellery.
Where did the idea for your business come from?
The idea for my business began much earlier than I realised. I distinctly remember being 11 years old and travelling with my parents, when I came across a jewellery merchant on the roadside creating beautiful pieces using natural gemstones. I was fascinated by the craftsmanship and the individuality of the pieces, but what stood out to me most was that I didn’t ever really see jewellery like this in the UK. I remember thinking about how different and special it felt compared with what was more commonly available at home.
Looking back, I believe the seed for H.AZEEM London was being planted even at that early stage. My childhood travels opened my eyes to the incredible world of gemstones, artistry and jewellery traditions around the globe, and that curiosity stayed with me.
How did you move from idea to actual business?
Moving from an idea to an actual business required a very practical approach. After completing my jewellery design and making course at Central Saint Martins, I began researching the industry and understanding what steps were needed to turn my vision into reality.
Through that research, I discovered that some of the world’s largest jewellery trade shows were held in Hong Kong, and I was fortunate that my work took me there during my time at Bank of America Merrill Lynch. I used that opportunity to immerse myself in the industry, attending trade shows, arranging meetings with potential manufacturers and beginning to build relationships with suppliers and artisans.
A key part of the process was finding the right gemstone jewellery manufacturers. It was important for me not only to understand their capabilities, but to visit them in person, assess the quality of their workmanship and ensure they shared my commitment to creating exceptional pieces.
The journey from idea to business was very much about taking those practical steps: researching, building relationships, understanding the supply chain and making sure every element aligned with my vision. It was a gradual process, but each step brought H.AZEEM London closer to becoming a reality.
What’s your USP?
Our USP is creating heritage-inspired jewellery with a contemporary twist.
Over the past 12 to 14 years, we have developed a unique niche by becoming one of the leading jewellery suppliers to heritage locations, including UNESCO sites, palaces, museums and galleries. This has given us the incredible opportunity to work with some of the world’s most inspiring cultural assets; from historic portraits and landscapes to architecture and visits to collections such as the Crown Jewels.
We take these stories, symbols and sources of inspiration from the past and reinterpret them through modern jewellery design. Our aim is to bring heritage to life in a way that feels relevant and wearable today, creating pieces that are not only beautiful, but also carry a deeper story and connection to history.
By combining traditional inspiration with contemporary craftsmanship, we create jewellery that allows people to own and celebrate a piece of heritage in a fresh and meaningful way.
Who’s your target audience?
Our target audience is primarily women aged 25 to 40, with a focus on the gifting market through travel retail.
We create accessible jewellery that allows customers to discover and purchase meaningful pieces at a range of gifting price points. Our customers are often looking for something special to mark a moment, celebrate a connection to a place, or give a gift that carries a story behind it.
While our designs are inspired by heritage, history and culture, we make them contemporary and wearable, appealing to women who appreciate beautiful jewellery with a sense of individuality and meaning.
Through our travel retail partnerships, we are able to reach customers from around the world who are looking for a memorable keepsake; a piece of jewellery that captures the essence of a destination and allows them to take a story home.
How do you spread the word about what you do?
We have become specialists in the heritage-inspired jewellery gifting space, and a significant part of our growth has come through the reputation we have built within this niche.
A lot of our clients discover us through recommendations and word of mouth. For example, our work with Blenheim Palace led to conversations with other heritage locations, such as Castle Howard, through their own buyer networks. I believe this reflects the trust and goodwill we have built with our clients over time.
Putting our clients first has always been central to how we operate. My background in investment banking was very client-focused, where I worked closely with senior leadership teams and developed strong relationship management skills. I genuinely enjoyed building and sustaining those relationships, and that approach has carried through into H.AZEEM London.
Alongside our heritage and B2B partnerships, we also connect directly with consumers through our social media channels and targeted advertising. This allows us to share the stories behind our collections, showcase our designs and build relationships with jewellery lovers around the world.
Ultimately, our growth has been driven by a combination of strong partnerships, exceptional client service and authentic storytelling.
What’s been your most successful marketing strategy?
One of our most successful milestones was winning our first marketing award with the Chartered Institute of Marketing around 10 years ago, shortly after we began working with Historic Royal Palaces.
That partnership was a pivotal moment for us. It really became the foundation for our growth within the heritage-inspired jewellery space and opened the door to working with other incredible heritage organisations, including UNESCO sites, palaces, museums and galleries.
What is particularly special is that, 10 years later, we have come full circle and returned to Historic Royal Palaces, this time as a licensee. That relationship has continued to evolve and has also led to further licensing opportunities with other prestigious institutions.
Looking back, that first recognition validated our approach of combining heritage storytelling with contemporary jewellery design. It helped establish the direction of the brand and reinforced the importance of creating authentic partnerships with organisations that share our passion for preserving and celebrating history.
What’s been the biggest obstacle you’ve had to overcome?
The biggest obstacle I’ve had to overcome has been navigating the journey of motherhood alongside building and growing a business.
I became a mother to three beautiful children, two of whom are neurodivergent, and having three children close together while continuing to run a company has been both incredibly rewarding and challenging. There were periods where I had to constantly balance the needs of my family with my commitment to growing H.AZEEM London.
The pandemic brought another significant challenge. As we operate within the travel retail industry, many of our clients had to close within a very short period of time, which had a major impact on our business. We had to adapt quickly and pivot our focus, investing more into our B2C offering and finding new ways to reach our customers.
The period from 2014 through to the end of the pandemic was particularly demanding. I always knew I wanted to continue building my business, but I also knew that my children had to come first. Finding that balance required resilience, flexibility and a lot of determination.
Ultimately, it was through sheer tenacity, consistency and refusing to give up that I was able to make it work. Those experiences have made me a stronger entrepreneur and have shaped the way I lead both my business and my life.
And your proudest moment so far?
My proudest moment so far has been becoming a licensee with Historic Royal Palaces.
This was a particularly special milestone because it brought my journey with heritage-inspired jewellery full circle. Through this partnership, I was given access to the Historic Royal Palaces archives and incredible historical assets, allowing me to draw inspiration directly from some of the most important stories and collections in British history.
One of the most memorable experiences was working with Matthew Storey, the Royal Collection’s Dress Curator, where we had the opportunity to take Queen Victoria’s dresses out of the archives and view them in person. Seeing these remarkable pieces up close and understanding the craftsmanship, history and stories behind them was truly inspiring.
For me, this moment represented everything that H.AZEEM London stands for: taking inspiration from heritage, preserving the stories of the past and translating them into contemporary jewellery that people can connect with today.
Why is work so important to you?
I believe I have been incredibly fortunate to have found my passion and to have been able to turn a childhood dream into reality.
Building H.AZEEM London often reconnects me with the curiosity and excitement I had as a child: the fascination with gemstones, craftsmanship, travel and the stories behind jewellery that first inspired me. In many ways, the business brings out my inner child and reminds me of the experiences and moments that shaped who I am today.
What makes it so rewarding is that it genuinely brings me happiness. Even through the challenges and difficult periods, I have never viewed them as reasons to give up. Instead, they have been part of the journey and have made seeing the business grow and flourish even more meaningful.
To be able to build something that I am truly passionate about, while sharing stories of heritage and craftsmanship through our jewellery, is a privilege that I never take for granted.
Who inspires you?
My biggest inspiration has always been my mum.
She has always had the most incredible eye for style, particularly when it comes to combining jewellery with beautifully tailored clothing. She has her own tailor who creates her clothes, and growing up, I loved going with her to the tailors and jewellers and seeing the mastery and attention to detail that went into creating something truly special.
Those experiences were fascinating – watching the process, understanding the importance of quality and seeing how personal style can tell a story all had a huge influence on me.
How do you balance your work with your family?
I tend to work around my children and build my schedule around their needs. For example, during the summer holidays, I get to the office at 7am, have a full day of focused work, and then head home in the early afternoon so I can spend the rest of the day with them. I then catch up and continue with anything outstanding the following day.
It does require organisation, discipline and a little bit of sacrifice, but I have found that it is very achievable when you are intentional about how you manage your time.
Being a present parent is extremely important to me. I was fortunate growing up that both of my parents were teachers, which meant we spent every holiday together as a family. Those memories had a huge impact on me, and I want to create that same sense of presence and connection for my own children.
For me, it is about finding a way to make both work and family fit together. I love building my business, but I also want to be there for the everyday moments with my children and create the memories that matter most.
What are your three top pieces of advice for someone wanting to do something similar?
My three top pieces of advice for someone wanting to build their own business would be:
- Research your market and understand your customer: Before launching, it is really important to understand who your product is for, where your opportunity lies and how your customers will connect with what you are offering. Testing the market, listening to feedback and building from there allows you to create a business that is both authentic and commercially viable.
- Be consistent and patient: Building a successful business takes time. Rome wasn’t built in a day, and entrepreneurship is about continuously working towards your goals, even when progress feels slow. Consistency, resilience and the ability to keep moving forward are what ultimately create long-term success.
- Build the right team around you: You cannot do everything yourself, and recognising that is an important part of growing a business. Surround yourself with people who have the right skills, expertise and mindset to complement your own strengths. A strong, supportive team allows you to build the business together and achieve far more than you could alone.
Find out more about H.AZEEM London.
