Today we’d like to introduce you to Urooj Mahmood
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I have always aspired to be an entrepreneur, although my journey began in a way I hadn’t anticipated. When the Gaza genocide started in October 2023, I, like many others, felt devastated and powerless. In response, I participated in a Charity Bazaar for Gaza, organized by Modern Wall Art, where I assisted my mother at her food stall. Inspired by the event, I decided to create and sell handmade beaded Palestinian solidarity bracelets to help raise more funds for the cause. The bracelets sold quickly, generating significant interest, which encouraged me to continue selling them online to further support the charity. Although I had no prior experience in e-commerce, I established an LLC under a business name I came up with a year earlier but never acted upon. In November 2022, I coined the name “NURZADI,” a fusion of the words “Noor” (meaning light) and “Shehzadi” (meaning princess). My intention was to create a brand that embodies strength, courage, and the pursuit of one’s inner light. I envisioned NURZADI as a platform that would not only reflect these values but also provide an opportunity for my four daughters to eventually take over and use the brand for positive change.
I created my Instagram business account on November 6, 2022, and, to my surprise, my first official post introducing the business was also on November 6, 2023. It took an entire year to take that initial step, and I likely wouldn’t have done so if it hadn’t been for the motivation of raising funds for Gaza. The coincidence of the dates still amazes me. All it took was finding a purpose powerful enough to inspire the courage to take that first step—an opportunity for charity that drove Nurzadi forward. It set me on a path I never could have imagined. Although I had no prior experience in jewelry making, I found myself learning about gemstones, creating handmade bracelets, and running an online business. I initially sold on Big Cartel before expanding to Etsy, where Nurzadi’s Palestinian solidarity bracelets quickly became a bestseller.
Encouraged by the success and motivated by a deeper sense of purpose, I began sourcing gemstones from the Old City in Palestine to support their struggling markets. Through Boomies Bazaar, a platform dedicated to supporting local businesses in the Old City, I was introduced to Mahmoud Kourdeh, the owner of Rainbow Stones. As he educated me about gemstones, I grew even more passionate about them. The experience was both overwhelming and fascinating. Over time, I expanded my product offerings to include 18k gold-plated, waterproof, hypoallergenic, and tarnish-resistant jewelry.
To date, I have raised over $5,000 for Gaza through the sale of my Solidarity bracelets. What started as a charitable effort has evolved into a dream come true. The journey has not been without challenges, especially as a mother of four daughters under the age of eight, with no support system beyond my husband, as we live far from family. It has been a truly overwhelming yet motivating experience—purposeful and beautiful all at once. Moving forward, I hope to continue using Nurzadi to support meaningful causes and empower women.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The entire process has been challenging, as I’ve ventured into entirely new territory. I didn’t anticipate how many different roles I would need to juggle as a one-person team. In addition to managing the website, I handle photography, videography, content creation, customer service, accounting, inventory management, fulfillment, shipping, orders—and the list continues. Balancing all of these responsibilities has been overwhelming, especially with four children, including two toddlers, who are always at home. I often find myself working nights and weekends, which has taken a toll on family time. I’m still learning to balance work and home life, particularly since I work from home while caring for my kids. Though it’s a lot to manage, it’s also incredibly fulfilling to work on something so purposeful and build my own brand. I genuinely enjoy the work, but I’m continually reminding myself to slow down and prioritize family first. Someday, when all my children are in school, I’ll have the time I need to focus more on my business. However, I know that their younger years are precious and will never come back.
Appreciate you sharing that. What should we know about NURZADI?
Nurzadi is a brand specializing in handcrafted bracelets and premium-quality 18K gold and silver-plated jewelry. Our handmade bracelets are customizable, crafted with meticulous attention to detail and care. The 18K gold and silver-plated pieces we offer are waterproof, hypoallergenic, and resistant to tarnishing, making them perfect for both special occasions and everyday wear. At Nurzadi, we are committed to giving back, and we regularly feature a bracelet designed to raise funds for charitable causes. Once our fundraising goal is met and a donation is made, we introduce a new charity bracelet to continue supporting important initiatives.
Nurzadi is a brand born out of purpose, creativity, and a deep desire to make a positive impact. As a woman-owned business, I’m proud to be building a brand that is driven by values, with a focus on creating beautiful, purposeful products. One of the aspects I’m most proud of is how Nurzadi has been able to raise over $5,000 for Gaza through the sale of our solidarity bracelets. Our signature product, the Palestinian solidarity bracelet, has become a bestseller and is a symbol of strength, resilience, and support for the Palestinian people.
Beyond that, I want our customers to feel a connection to something larger when they wear our jewelry—whether it’s supporting a charitable cause, celebrating their inner strength, or simply enjoying a well-crafted, meaningful accessory.
Ultimately, Nurzadi is about more than just selling products; it’s about creating a legacy that empowers women and supports causes that matter. I hope our brand continues to grow into a platform where people can make a difference, feel inspired, and be part of something bigger than themselves.
Can you share something surprising about yourself?
One surprising aspect about me is that I was never particularly drawn to jewelry. In fact, it wasn’t something I had ever envisioned myself working with. It’s funny to think that I ended up in an industry I never imagined I would be part of. Originally, my vision for Nurzadi was to create a clothing line that merged both Eastern and Western cultures, reflecting my Pakistani heritage. I wanted to blend these cultural influences into unique, stylish products. While that remains a goal for the future, I’ve found myself fully immersed in the jewelry business—and to my surprise, I absolutely love it! I’ve become someone who wears jewelry every day, and I’ve even developed a bit of an obsession with it. Life has a way of taking you in unexpected directions!
Contact Info:
- Website: https://nurzadi.etsy.com
- Instagram: https://www.instagram.com/nurzadi.co
