Jewellery Salon unites local and global brands, empowers Saudi women designers: Haya Al Sunaidi

Haya Al Sunaidi began her journey in Saudi Arabia’s jewellery retail and launched the first iteration of the Jewellery Salon exhibition in 2009

Saudi Arabia’s Jewellery Salon exhibition aims to unite reputed international and local designers on a single platform and showcase luxurious and well-crafted jewellery to an exclusive clientele which represents high-profile personalities and royalty in the Middle East and North Africa.

Haya Al Sunaidi, Managing Director, Sunaidi Expo, Saudi Arabia, the mind behind Jewellery Salon, commenced her journey in jewellery retail as a young woman in Lebanon and eventually came back to Saudi Arabia in her early 20s to break the mould which was constricting the nation’s jewellery industry. Al Sunaidi wanted to start an exhibition because she is an enthusiastic collector herself. However, it was difficult to overcome obstacles in a field where men predominated. Attracting foreign exhibitors was challenging a decade ago while the Kingdom was still developing. However, Al Sunaidi’s tenacity did not fail her as she persisted and in 2009 successfully launched the first iteration of the Jewellery Salon. Al Sunaidi established herself as a role model for countless Saudi women who aspire to follow in her footsteps and make a name in a profession they deeply admire.

Here are excerpts from a conversation The Retail Jeweller had with Haya Al Sunaidi about Jewellery Salon:

Jewellery Salon aims to display Saudi Arabia’s fine jewellery and give a platform to designers. What is the space like?

Jewellery Salon showcases local and international brands in an area of 4500 sq metres. The exhibition is considered an elegant boutique show where international and local high-end companies gather. Every year, a space of around 500 sqm is dedicated to the Saudi start-up designers where they can show their talented work.

The last edition contributed to the blueprint of Vision 2030 which aligns with your dream of promoting the participation of Saudi women in business all around the kingdom. Tell us more about the scope for female Saudi jewellery designers in the kingdom and how the show will boost their careers.

The last edition was about empowering Saudi women. Since the first edition, I encouraged Saudi women and girls by organizing jewellery designing competitions. The winners would get a chance to enroll in different jewellery designing courses. Many of the girls, who participated in the competition or were part of the New Designers pavilion, are now professional Saudi jewellers and have their own businesses.

Now in its 12th year, Jewellery Salon has had over 4,000 visitors. Can you give us a brief description of their profile and the scale of your operations?

The expo has genuine footfalls with numerous visitors including members of the royal family, ultra-VIPs, and private collectors. For Jewellery Salon, we send luxurious private invitation cards to high profile visitors in addition to promotions on social media, WhatsApp, blogs and e-mails. Our professional marketing team knows how to reach every person interested in the jewellery shows.

What do designers have to pay to exhibit at this show? What can jewellers do/gain through this exhibition?

We have different prices, depending on the location at the venue. The prices are reasonable as we offer jewellers the chance to launch, promote and sell their new collections to the Saudi high net worth community, bearing in mind that the Saudi market spends millions on jewellery purchases every year. Participants have the chance to increase their brand exposure, maximize their luxury jewellery business, enhance their customers’ loyalty, strengthen their relationships with existing customers, and meet new buyers.

Are there any special speaking engagements arranged for interactions between jewellers, retailers, manufacturers and designers?

We arrange private seating in secured areas for the exhibitors to meet their clients and discuss items of interest. We also organize seminars on increasing knowledge and learn how to gauge quality and buy like an expert. The visitors can see skilled craftsmen at work in our on-site workshop and witness first-hand the quality of their materials.

When will the next event take place?

Jewellery Salon 2024 will be held in luxurious venues in the dominant cities of Saudi Arabia from February 5 to 8 at Four Seasons Hotel, Riyadh and from February 12 to15 at The Ritz-Carlton Hotel, Jeddah. 

By Bushra Satkhed

Retail Jeweller World Exclusive