GOLDEN NEO
Jewelry, but Different
Sometimes, everything begins with a clear “no.”
For Nora, that was exactly the case: at ten years old, jewelry was something she completely rejected — today, it is at the center of her creative world.
Originally from France and Switzerland, Nora is now not only the founder of her own brand, GoldenNeo, but also the face behind an idea that goes far beyond traditional jewelry. Eleven years later, she stands for a concept that challenges the conventional understanding of accessories. But the path there was anything but linear. After dropping out of a business degree in Barcelona, she unexpectedly found herself working in a small atelier — and stayed. For two years, she immersed herself in the craft of working with precious metals, learning, experimenting, failing, and eventually developing her own design language.
The decisive inspiration came while traveling. After an extended journey through Asia, an abstract idea turned into a clear vision. Back in Barcelona, months of development and more than 50 prototypes later, NEORA was born — a jewelry piece intentionally designed for belts. But the concept is about more than design alone. Inspired by the Italian word neo — meaning beauty mark — the idea centers around individuality and highlighting details that are usually overlooked. That is exactly where Nora’s work begins: jewelry as a statement, not just an accessory.
We spoke with her about how a spontaneous idea became a clear creative vision — and where she wants to take it next.
Golden Neo started with an idea that didn’t really exist before: jewelry for belts as a fashion statement. How did you come up with this concept — and when did you realize it could become more than just an idea?
I once visited a jewelry store and met a designer there who created jewelry for shoes — something that was very trendy at the time. It immediately sparked something in me. I wanted to create something completely new as well. A few weeks later, I saw an outfit in a fashion magazine where chains were attached to a large belt — and in that exact moment, the idea came to me: jewelry for belts. I instantly started designing a piece that could clip onto a belt — something that simply didn’t exist yet. For me, it was never just an idea. It was a challenge I absolutely wanted to bring to life. That’s how my first piece was created — and with it, the concept of NEORA.
From the first design to the launch: Were there moments when you thought, “This is getting difficult — but I’m going to push through”? What surprised you the most?
There were many moments like that. At first, I thought the entire process would maybe take four months — in reality, it took nine. The biggest challenge was translating my 3D design into a functional wax prototype. I worked with someone whose 3D printer constantly caused problems. The pieces never came out correctly, and every new attempt took more than a week. After four months of standing still, I had to admit that it simply wasn’t working. I decided to completely restart the process — even though it meant blowing my budget. Once I finally had proper wax models, the next setback arrived: they weren’t suitable for casting. It genuinely felt like every step forward came with two steps back. In the end, a foundry took over the entire process — from printing to casting. That ultimately saved the project, but it was far more expensive than originally planned. I had to invest my entire budget into production and completely rethink my marketing strategy. It was intense, but I didn’t give up. And because of that, I now know exactly how to approach things better next time.
Your pieces feel very distinctive — almost like a signature. Are you already thinking about additional products, or is the focus intentionally on this one statement piece?
At the beginning, I developed an incredible number of ideas — around 50 designs in total. It was really difficult to choose, but I knew I needed focus, so I decided to launch with two pieces. I still have a long list of designs that I want to realize over time. NEORA itself can also evolve further — for example with chains, small charms, or personalized elements. I already have around ten variations in mind that I want to release gradually in future collections. At the same time, NEORA should remain my signature piece — the heart of the brand. Of course, as a jeweler, I also create many other things in the atelier, like rings and necklaces. In the long term, those will become part of the brand as well, but they are not the core focus. What excites me most are pieces that feel slightly unexpected — not only beautiful, but also playful and functional. Right now, for example, I’m working on a necklace that can hold a cigarette, as well as designs with tiny compartments for personal notes. I love the idea of combining aesthetics with a small twist.
Looking ahead: How do you want Golden Neo to evolve? More collections, collaborations, or maybe even an expansion beyond jewelry?
I see Golden Neo as a brand that stays authentic — for people who love fashion and appreciate details. Collaborations are a very important part of my vision. Not only within jewelry, but also with artists from different disciplines — filmmakers, musicians, visual artists. Art has always been part of my life. My mother is an artist, so I grew up surrounded by museums, galleries, and creative people. For me, NEORA is not just jewelry — it’s also an art object. I want it to remain something special, more niche than fully mainstream. At the same time, I don’t want to limit myself to jewelry forever. I can imagine expanding the brand into clothing or everyday objects one day — things that are reimagined and aesthetically elevated. For me, it’s about giving everyday objects more meaning and beauty again.
