Charmaleena welcomes a new chapter with the opening of its Riyadh flagship this October. Charmaleena intertwines Saudi heritage with personal memories, creating fine- and high-jewellery collections rooted in storytelling. Behind the award-winning brand are co-founders – and sisters – Hala and Leena Elkhereiji. Hala spearheads business development, pouring over a decade of retail experience into the brand’s strategy; Leena pivoted from a career in private banking to jewellery design, and is the creative force behind Charmaleena’s collections.
Ahead of the Riyadh flagship opening, the co-founders sit down with MOJEH to discuss craftsmanship, culture and Charmaleena’s next chapter.
MOJEH: Why did you choose Riyadh as the flagship’s location?
Hala: Riyadh feels like a very natural next chapter for Charmaleena. We have been building the brand for over 14 years. We have had a showroom in Jeddah since we started, then opened our first flagship store there in 2019, followed by our Riyadh showroom in 2024. The experience of opening in Jeddah and then in Riyadh brought us so much closer to our clients. Now, opening our flagship in Riyadh allows us to take that experience further and create a space where clients can discover and experience the world of Charmaleena in a very personal way.
Leena: Living in Riyadh and building my family here, and watching the city evolve, has really been inspirational. Riyadh feels like a very natural next chapter for us. Opening in Kingdom Centre has always been a dream for us. It is such an iconic location, alongside some of the world’s most recognised brands, and we feel it is the right place for Charmaleena to have its presence and tell its story in its own way. It feels like a very natural next chapter for the brand.
Charmaleena’s designs are rooted in Saudi heritage. Does this carry through to the design of the boutique?
Hala: Absolutely. The boutique reflects so much of Charmaleena’s identity, our stories and our connection to Saudi culture. We wanted to create our own perspective of what Saudi Arabia means to us and translate that into a very modern space. Just like our jewellery, we wanted people from different backgrounds to experience the world of Charmaleena, and to connect with it in their own way.
Leena: We were very fortunate to work with ACL on the space, especially with my sister Basma, who is a very creative person and has been a big part of bringing this vision to life. The boutique is designed to tell a story and feel like an experience, not simply a place to buy jewellery.
Charmaleena is known for its customisable pieces. How does the new boutique encourage clients to interact with and personalise their pieces?
Leena: We actually started Charmaleena as a showroom and design studio. Clients came to us and we would design pieces for them. Many of our collections came from our own stories, memories and experiences, and over the years they have become part of Charmaleena’s identity. The boutique gives us the opportunity to share those stories in a very immersive way, while continuing to create personalised and bespoke pieces for our clients.
Hala: Personalisation has always been an important part of Charmaleena, and the boutique is about experiencing the world of Charmaleena as a whole. Clients can come and discover our iconic collections, explore new drops and experience the stories and symbols behind each collection. There are also personalisation pieces and bespoke designs, so clients can have special pieces made for them.
Will there be any boutique-exclusive pieces being unveiled to celebrate the Riyadh opening?
Hala: We always have new drops and new variations throughout the year, and the Riyadh boutique will be an important part of that. We will have new pieces and exclusive variations for our clients to discover, both around the opening and throughout the year.
Leena: We wanted the opening to mark a new chapter for Charmaleena creatively. There will be new interpretations of some of our most recognisable symbols, along with new designs.
As a beloved Saudi fine-jewellery brand, what does planting your flagship in the heart of Riyadh represent for homegrown luxury today?
Leena: Charmaleena is a design House. We design, create and manufacture, and we are able to take a client’s idea and bring it to life within the world of Charmaleena. For us, homegrown luxury is about having the confidence to tell your own story, with strong craftsmanship and attention to every detail, allowing people from here and around the world to connect with it.
Hala: For me, it represents how far Saudi brands have come and the opportunities available to us today. There is so much support and capability within the Kingdom, and it gives brands the opportunity to build from here and think globally. I think it’s important to know who you are and stay authentic to that. For Charmaleena, that means being true to our culture, our stories and our craftsmanship, while creating something that could speak to women anywhere in the world. Discover the collections
