Four regional jewellery brands we love right now
The Arab world is emerging as a vibrant hub for luxury jewellery, with brands like HASHI, Charmaleena, The bleu Concept and ELURA making waves on the international stage. Each of these brands brings a unique perspective to fine jewellery, combining cultural heritage with modern design and innovation.
While Dubai-based HASHI, founded by Emirati designer Hamda Al Mansoori, is known for its meticulous craftsmanship and sophisticated elegance, Charmaleena, led by Saudi sisters Leena and Hala ElKhereiji, blends Saudi traditions with contemporary artistry, creating pieces that tell personal stories. ELURA, hailing from Kuwait and founded by Layal AlSultan, fuses modernity with timeless beauty, offering jewellery that empowers and inspires and finally, The Bleu Concept jewelry beautifully combines innovation and cultural influences, offering meticulously crafted pieces that empower women through bold self-expression.These four brands are setting new standards in the world of luxury jewellery, making them ones to watch in the global market. JDEED dives deeper into their universes.
HASHI
Founded by Hamda Al Mansoori, HASHI is more than a jewellery brand—it’s a design house that values client collaboration, crafting pieces that serve as a bridge to luxury. With an in-house jewellery manufacturing facility and a focus on sourcing exceptional diamonds and gemstones, HASHI is committed to making fine jewellery both accessible and extraordinary.
Since its establishment in 2013, HASHI has become synonymous with luxury and exceptional craftsmanship in the fine jewellery industry. HASHI’s philosophy, «Bridge to Luxury,» embodies its mission to design exquisite jewellery for those who appreciate elegance. The brand focuses on transforming personal stories and passions into unique, memorable pieces, offering a bespoke experience that goes beyond simple decoration.
Craftsmanship and Signature Collections is also a main focus in HASHI’s renowned collections, including ‘Essence of Life,’ ‘Nature’s Wonders,’ and ‘Royal Treasures,’ which all showcase the brand’s dedication to precision and quality. Each collection appeals to international tastes while drawing inspiration from Middle Eastern aesthetics, featuring the finest diamonds and gemstones.
From the minimalist elegance of the 'Essence of Life' collection, which celebrates simplicity, to the intricate luxury of 'Royal Treasures', inspired by royal heritage, HASHI’s designs cater to all genders and age groups. Every creation reflects the brand’s commitment to innovation and timeless beauty.
Discover more about HASHI, here
CHARMALEENA
Established in 2012 by sisters Leena and Hala ElKhereiji, Charmaleena has quickly made its mark as a prominent name in the luxury jewellery scene. Combining modern design with Saudi Arabia’s rich cultural heritage, Charmaleena creates jewellery that is both meaningful and exquisite. With international recognition, the brand has been worn by celebrities like Naomi Campbell, Cristiano Ronaldo, Mahlagha Jaberi, and Princess Rima bint Badr, earning a global reputation.
Leena, the designer behind the collections, works from her studio in Riyadh, while Hala oversees the flagship store in Jeddah. The sisters’ upbringing between Saudi Arabia and Germany exposed them to diverse cultures, nature, and design, shaping their creative process. Their professional backgrounds in banking—Leena in Geneva and Hala in London—eventually led them to discover their shared passion for jewellery design. Their shift from finance to founding Charmaleena has been a journey of transformation and growth. Leena’s creative vision and Hala’s business expertise have built a brand that showcases the finest of Saudi craftsmanship and design.
Charmaleena’s designs draw inspiration from the rich traditions and stories of Saudi Arabia, transforming timeless symbols into modern wearable art. These pieces are more than just jewellery; they are heirlooms meant to be passed down through generations. The brand name, a blend of ‘charm’ and ‘leena’ (meaning palm tree in Arabic), reflects its mission to celebrate Arabian culture and adornment. A standout collection, «Swords of Love,» reimagines traditional swords of protection into 18k gold cuffs embellished with pavé diamonds, blending history with contemporary style. Recognized for its craftsmanship, Charmaleena received an award from the Saudi Ministry of Culture, highlighting its exceptional contributions to the jewellery industry.
«Since we launched Charmaleena, our aim has been to reflect Arabian excellence in both design and quality while keeping our pieces accessible,» say Leena and Hala. «We design contemporary, functional jewellery that allows women to indulge in unique pieces that tell their own stories. For us, jewellery is more than an accessory—it’s a form of art and self-expression.»
Charmaleena offers a personalized touch through customizations and engraving, allowing clients to create meaningful pieces. Each item is meticulously crafted from 18k gold, diamonds, and precious stones, upholding the brand’s commitment to quality and authenticity. This dedication has earned Charmaleena several awards for its innovative designs, all deeply inspired by Arabian heritage.
Charmaleena continues to grow, recently opening a new showroom and design studio in Riyadh in addition to its flagship store in Jeddah. As the brand expands, it remains committed to blending modern luxury with the rich heritage of Saudi Arabia, offering timeless, contemporary pieces that allow women to personalize and create their own unique style.
Discover more about CHARMALEENA, here
ELURA
The brand is dedicated to crafting pieces that resonate with the spirit, empowering the wearer while commemorating life’s defining moments. The journey of founder Layal AlSultan into jewellery design began during her Master’s studies in New York City, where a beginner’s class in jewellery-making ignited her passion. This passion later led her to the prestigious GIA in London, equipping her with the skills to infuse ELURA’s designs with innovation. ELURA effortlessly balances sophistication with practicality, ensuring each piece is not only beautiful but also functional.
The brand’s first collection, Cosmic Whisper, reflects its philosophy of harmonizing the mystical with the tangible. The collection features intricately designed pieces inspired by the wonder and mystery of the cosmos.
«I believe that jewellery should be both functional and beautiful,» says Layal, capturing the essence of ELURA. This belief drives the brand’s reimagining of traditional designs with a modern touch, ensuring each piece meets the highest standards of quality and craftsmanship. ELURA has quickly gained recognition for its fusion of beauty and functionality, carving out a space in the fine jewellery industry.
Through her innovative designs and dedication to excellence, Layal AlSultan has established ELURA as a brand that tells stories through jewellery, transforming it into an emblem of creativity and craftsmanship.
Discover more about ELURA, here.
THE BLEU CONCEPT
The Bleu Concept, an exciting new fine jewelry brand, is set to make its mark regionally and internationally. Created by Emirati designer Maryam Khalid, the brand masterfully fuses innovation, creativity, and cultural influences into each meticulously crafted piece.
Maryam, an interior designer by profession, brings her passion for design far beyond the conventional. Infused with creativity and a love for beauty and complexity, she draws inspiration from her father’s 15-year legacy in the jewelry industry, blending family heritage and values into The Bleu Concept.The debut collection, "Reflection of Light," captures the beauty, strength, and reflections of light in nature. Each piece highlights the various shades of blue found in the natural world. Blue gemstones, representing purity, clarity, and freedom, are at the heart of the collection, reflecting the brand's philosophy.
Hoping to empower women through jewelry, Maryam’s vision extends beyond creating exquisite jewelry. Her philosophy centers on power, love, and freedom, with each design crafted to instill confidence and celebrate women’s strength. The brand seeks to emphasize individuality, empowering women to express themselves boldly.
The debut collection, featuring only the finest gemstones, honors the vibrant colors of nature, with blue as its signature shade. As The Bleu Concept evolves, future collections will expand to include a wider range of gemstones and hues, offering customization and a deeper connection between the wearer and the jewelry.
Discover more about The Bleu Concept, here
