In A Heartbeat was born in March 2016 and founded by Nour Nasif. "When I had initially taken time off of work to figure out my next move. Little did I know that I was going to venture into jewelry design! Inspired by my love for unique and thoughtful gifting. I designed my first pieces to celebrate two very special occasions; my friend’s childbirth and my other friend’s birthday. And just like that In A Heartbeat was launched.

The image of the designs just popped up in my head as I was laying down thinking of their gifts. I wanted the pieces to be personal and close to the heart. I remember thinking about the beauty of Arabic calligraphy and how decorative it is and that’s how the Lifeline Collection came to life. It is true what they say, inspiration can come from anything! The positive feedback was very encouraging. Thanks to the support of my family and friends I decided to take a leap of faith and venture into the world of jewelry. Today, In a Heartbeat has grown into a jewelry brand with a range of both bespoke and ready-to-wear collections. Our pieces are personal and unique with special stories. We design dainty pieces that are flexible in styling. You can dress them up or down, for everyday and special occasions. This way they can stay close to your heart."

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