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Jwaher Jewels quenches the thirst for minimalist pieces in Saudi



Saudi Arabia is known as the land of gold. With evolving tastes, the designs evolved and so did the demand.That, and the choice of minimalist options in jewellery inspired Sara Al Sudairy to establish Jwaher Jewels in 2018.

Tell us about your brand. When did it start and how has the journey been?

Jwaher Jewels was established in 2018. When we first started our business we had in mind busy women, people who don’t have a lot of time to go shopping, and people who love to shop online from the comfort of their home. Therefore, the journey has been beautiful. We love jewellery, so we did not look at hurdles as “difficulties”. It was more like a tiny hiccup that would pass with the right treatment.

Talk to us about your operations in the Middle East.

We’re located in Riyadh, Saudi Arabia,and cater to all Saudi cities and GCC region. We also have occasional pop ups in UAE.

Are there any specific trends that you notice in the Middle East? What kind of designs do you concentrate on to cater to this need?

People in the middle east love jewellery that has a story behind it. We like to design jewellery that reflects our culture and history. Our designs are inspired by Saudi heritage,architectureand environment.

The Middle East is the hub of jewellery. How has your brand worked here and how do you plan to branch out?

Jwaher Jewels has been a favourite to people in Saudi for 3 years, we were lucky to be chosen by the Saudi Fashion commission a part of the Saudi ministry of Culture to be a part of the 100 Saudi brands to represent Saudi in international shows and events.

Talk to us about your collections. Which of these have done especially well in the pandemic scenario, especially in the Middle East? What price points do well here?

We offer a variety of designs that are perfect as gifts for newborns, friends, family, or anyone you can possibly think of. The pandemic has introduced more people to online shopping and that attracted more clients to our website, who bought gifts for their loved ones at a click of a button.

Is there any precious stone or metal that finds itself as a signature in your designs?

Gold, diamonds and Mother of Pearl are my favourites! All our designs are made of 18k gold.

What kind of jewellery, metal and precious gemstones, in your opinion, have done well in the Middle East?

Gold is culturally loved by the MENA. People prefer to buy it for its investment perspective.

Are there any roadblocks you face while operating in the Middle East? If yes, what are they and how would you want the administration, retailers, manufacturers, and the whole of the jewellery fraternity to address them?

As a Saudi jewellery designer, I can say that there have been a lot of regulations that have come into effect in the past 3 years that made it easier for us to sell, import and export jewellery. But one of the major roadblocks is to make retailers believe in your brand and give you the chance to show your designs at their stores. We were lucky to get that trust in a very short time.

What are your plans for the future in the Middle East?  Do you see any difference in the operational measures pre and post pandemic? If yes, how have you changed and evolved?

We have a same day delivery option in Riyadh City. We hope that one day will have this option in all major cities in GCC and MENA.

Courtesy: Retail Jeweller World News

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