WHAT DREW YOU TO EXPAND YOUR LUXURY JEWELRY BRAND INTO THE SAUDI ARABIAN MARKET?
Saudi Arabia has a deep-rooted appreciation for luxury, heritage, and fine craftsmanship. The market is evolving rapidly, especially with women taking on more prominent roles both socially and economically. I saw a unique opportunity to offer pieces that celebrate strength, femininity, and cultural richness. These are all values that resonate deeply with our brand.
WITH THE GROWING POPULARITY OF LAB-GROWN DIAMONDS, WHY HAS YOUR BRAND CHOSEN TO WORK EXCLUSIVELY WITH NATURAL DIAMONDS?
While we respect the innovation behind lab- grown diamonds, our brand is built on the heritage, rarity, and enduring value of natural diamonds. A natural diamond carries a story that began billions of years ago. This is something that can never be replicated in a lab. For our clients, especially in the high-end market, that sense of legacy and natural beauty is irreplaceable.
DO CLIENTS STILL PREFER NATURAL DIAMONDS IN TODAY’S EVOLVING MARKET?
Absolutely. Our clients see diamonds as investments, heirlooms, and symbols of timeless emotion. Natural diamonds hold intrinsic value that lab-grown alternatives do not match in the long term. Especially in markets like Saudi Arabia and New York, natural stones remain the benchmark for authenticity, luxury, and prestige.
DO YOU THINK LAB-GROWN DIAMONDS HAVE A PLACE IN THE FUTURE OF THE INDUSTRY?
They do, but in a different segment. Lab-grown diamonds serve a purpose for more accessible price points and sustainability-conscious buyers. Our focus remains on the unique value, rarity, and emotional depth of natural diamonds, which aligns with our luxury positioning and client expectations.
WHAT MOTIVATED YOU TO EXPAND YOUR JEWELRY BUSINESS INTO NEW MARKETS?
Growth is essential, but it has to be intentional. I saw an opportunity in emerging markets where demand for luxury and ethically sourced jewelry is rising. It wasn’t just about selling more-it was about reaching women who resonate with our values and design philosophy.
HOW DID YOU APPROACH ENTERING A NEW MARKET SUCCESSFULLY?
Research and local connection were key. We studied consumer behavior, cultural preferences, and the competitive landscape. Then we collaborated with local influencers and artisans to ensure our brand respected and reflected local tastes while maintaining our identity. We also adapted marketing to highlight what matters most to that audience-like heritage craftsmanship or sustainability.
WHAT HAS SURPRISED YOU MOST ABOUT ENTERING THE SAUDI LUXURY SPACE?
The demand for meaningful luxury is incredibly high. Clients are not only interested in beauty, but in ethical sourcing, legacy, and storytelling. Many women are curating their own collections and making bold investment decisions. The Saudi market isn’t just growing-it’s redefining luxury on its own terms.
HOW DO YOU TAILOR YOUR OFFERINGS TO SUIT THE SAUDI LUXURY CLIENT?
Saudi clients value exclusivity, quality, and cultural elegance. We’ve created collections that incorporate traditional motifs, rare gemstones, and bespoke options that cater to important life events-like weddings and generational gifting. Privacy, trust, and personalized service are essential. That’s why we offer discreet consultations and custom design experiences, both in person and virtually.
WHAT STEPS HAVE YOU TAKEN TO ENSURE ETHICAL SOURCING AND AUTHENTICITY IN YOUR DIAMOND TRADE?
Every diamond we trade is GIA-certified and conflict-free, in full compliance with the Kimberley Process. We also work exclusively with suppliers who share our values on transparency and sustainability. In New York, due diligence is a standard practice, not a bonus-our clients appreciate that commitment.
WHAT MADE NEW YORK THE IDEAL BASE FOR YOUR DIAMOND TRADING OPERATIONS?
New York is one of the most influential diamond trading hubs in the world. With its direct access to global markets, elite clientele, and prestigious diamond dealers, it offers unparalleled opportunities. Setting up our diamond operations here allows us to be at the center of industry intelligence, trends, and sourcing-while maintaining the level of trust and transparency that our clients expect.
WHAT ADVICE WOULD YOU GIVE TO OTHER FEMALE ENTREPRENEURS LOOKING TO ENTER THE GULF LUXURY MARKET?
Respect the culture and invest in understanding the local clientele. Build relationships before building sales. Align yourself with trusted local partners, and don’t compromise on quality or values. The Saudi market rewards sincerity, sophistication, and long- term commitment-especially in luxury.
HOW DO YOU TAILOR YOUR APPROACH WHEN ENTERING A LUXURY MARKET WITH DISCERNING CLIENTS?
High-end clients value exclusivity and authenticity. We take a highly personalized approach-offering private viewings, custom design consultations, and heritage-inspired collections that align with local culture. In addition, we ensure every touchpoint reflects refinement, from packaging to post-sale care. It’s about building long-term trust, not just making a sale.
WHAT HAS BEEN YOUR BIGGEST LEARNING IN APPEALING TO INTERNATIONAL LUXURY BUYERS?
Luxury is universal, but taste is cultural. What defines elegance in Paris might differ in Dubai or Singapore. The key is to listen, respect tradition, and create pieces that feel both local and globally elevated. Our diamond pieces, for example, are GIA- certified, but we often incorporate regional motifs or rare stones that resonate with the local elite.
WHAT ADVICE WOULD YOU GIVE TO OTHER ENTREPRENEURS AIMING TO REACH HIGH- NET-WORTH CLIENTS IN NEW REGIONS?
Invest in relationships before revenue. Work with luxury concierges, private clubs, or art and fashion circles that align with your brand. Your presence has to feel organic and intentional. Quality, consistency, and discretion go a long way in the high-end space.
WHAT ADVICE WOULD YOU GIVE TO WOMEN ENTERING THE DIAMOND TRADE, ESPECIALLY IN INTERNATIONAL MARKETS?
Knowledge is power. Invest in gemological education and stay current on global market trends. Build strong, ethical relationships with suppliers and clients alike. And remember: confidence and integrity are your strongest assets. The diamond world may seem intimidating, but there’s room for women who bring authenticity, resilience, and vision.
AS A SINGLE MOTHER OF FOUR, HOW DO YOU MANAGE TO RUN A DEMANDING DO YOU MANAGE TO RUN A DEMANDING BUSINESS IN THE LUXURY INDUSTRY?
It’s not easy, but it’s possible with purpose, discipline, and love. My children are my greatest motivation. They’ve seen me work late nights, juggle responsibilities, and still show up with strength. I manage by setting priorities, building a strong support system, and remembering that I’m building a legacy not just for my clients, but for my family.
WHAT MESSAGE DO YOU HAVE FOR OTHER SINGLE MOMS CHASING BIG DREAMS?
Don’t wait for the perfect moment – create it! You may not have all the time, resources, or help you wish for, but you have everything you need inside you: strength, vision, and love. You can build an empire and raise a family on your own terms.
