Princess Noor bint Asem
Every change
begins with awareness,
and every act of awareness
begins with care
I believe that caring — truly caring — has the power to reshape our world
As a mother, a lifelong learner, and someone who holds a space of visibility, I feel a deep responsibility to use that privilege with intention.
Wellbeing, empathy, and kindness are not luxuries — they are foundations for any meaningful progress.
Speaker & educator
As a speaker and educator, I aim to weave awareness into every conversation — turning abstract concepts into lived experiences.
I share insights on emotional intelligence, leadership, and conscious education with universities, companies, and global institutions.
My goal is always to spark reflection: to invite people to pause, breathe, and reconnect with meaning.
Education, when approached with heart, becomes the most powerful tool for transformation — both personal and collective.
My path is guided by a simple truth:
When we nurture connection,
we nurture life itself
Through creativity, education, and collective consciousness, I wish to inspire ways of living and leading that are rooted in presence, balance, and compassion.
Since childhood, I have been captivated by the quiet wisdom of the world — how people feel, how they heal, how they care for one another.
I find beauty in the in-between spaces: the laughter of children, the breath of the ocean, the stillness before sunrise.
These moments remind me that transformation doesn’t always come through noise, but through awareness, empathy, and courage.
What moves me is the possibility of balance — between science and soul, action and reflection, self and community. It’s in that small intersection where meaning quietly takes shape.
To me, being conscious is not only about seeing clearly, but about choosing gently. It’s the simple act of moving through the world with intention, even in the smallest moments.
To be conscious is to choose gently.
Moments by Noor is the heart of my work — a space where emotional awareness meets creativity and science.
Together with an extraordinary team of educators, neuroscientists, and artists, we design programs and environments that nurture emotional wellbeing for families, teachers, and children.
We believe in the power of play, gratitude, and conscious breathing as daily tools for growth and connection.
Moments is more than a brand — it’s a movement towards awareness, joy, and emotional literacy, so that education becomes not just a system, but a living act of love.
Stories shape the way children see the world — and how they see themselves.
Written by Noor Bint Asem | Illustrated by Laith Akuz
Through my books, I hope to create gentle invitations for children to explore their emotions, cultivate gratitude, and discover calm within everyday life.
Each story is a bridge between imagination and awareness, helping young readers understand that emotions are not to be feared, but felt, named, and transformed.
All proceeds from my books support the creation of children’s playgrounds in collaboration with the Zaha Center in Amman, offering safe, joyful spaces where play becomes a form of healing and connection.
Each collaboration is a dialogue — a meeting point where creativity, empathy, and shared purpose come together.
Working with conscious brands allows me to channel awareness into tangible impact and inspire collective responsibility.
Moleskine represents the courage to imagine.
Our collaboration celebrates reflection, presence, and the timeless act of writing as a way to connect with oneself.
Every notebook is a small sanctuary — a space to dream, question, and translate awareness into action.
In a world full of noise, we created space to pause.
Oxford Mindfulness Foundation
As an ambassador of OMF, Noor bridges Moments’ mission with globally recognized mindfulness research.
Together, we aim to make mindfulness a way of being—starting in early childhood and growing through everyday moments at home and in schools.
University
Working with universities such as the University of East London and IE Business School is an opportunity to deepen the path toward conscious education.
Together, we are developing Memorandums of Understanding (MOUs) that integrate the curriculum and values of Moments and my personal philosophy — bringing emotional awareness, play, wellbeing, and conscious leadership into academic environments.
These collaborations allow us to bridge science and humanity, research and lived experience, empowering future educators and leaders to approach learning with clarity, empathy, and intention.
For me, partnering with universities is not only about shaping programs — it is about shaping culture, one that sees education as a practice of awareness and connection.
Conscious investing, to me, is about aligning values with impact.
It’s about nurturing projects that bring beauty, awareness, and sustainability to life.
My investments are guided by a belief that prosperity and purpose can coexist — that creativity, equity, and ecological care are inseparable.
One of these meaningful collaborations is Orenda Tribe, a movement that redefines creation as restoration.
Their commitment to indigenous art, circular design, and sustainability reminds me that craftsmanship is also a form of activism — an act of care for the planet and its people.
Through every initiative I support, I seek to amplify what is already good and honest in the world — ideas and people that remind us we are all part of something larger than ourselves.
I dream of a world where awareness is a daily practice — where empathy guides innovation, and where leadership begins with listening.
A world that values connection as deeply as achievement, and softness as much as strength.
My journey is an ongoing conversation between hope and responsibility.
It’s about walking gently, speaking consciously, and inspiring others to do the same.
Because real change doesn’t start with systems; it starts with presence — with how we see, feel, and choose to care.
Caring as a force for transformation