Papillon Jewellery ties up with New York-based Sirus Tanya to introduce the brand in Qatar

For Doha-based Papillon Jewellery, adding an international label to its offerings allows customers within the local market to access it

Doha: Papillon Jewellery, a Doha-based retailer, has partnered with New York-based brand Sirus Tanya to introduce its collections in Qatar. The range is available at the Papillon boutique at Place Vendôme Mall, marking a retail collaboration aimed at expanding Papillon’s in-store offerings.

The collection includes earrings, necklaces and other pieces suited for occasion-led purchases. By hosting the Sirus Tanya collection, Papillon Jewellery added an international label to its portfolio, andenabling customers within the local market to access it, contributing to increased store engagement and footfalls. The presence of an international brand led to browsing,enquiriesand purchase.

The association enables both brands to benefit from shared visibility. Such collaborations between international brands and regional retailers continue to support market access, allowing the former to enter new regions while enabling the latter to strengthen their in-store assortment.

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Papillon Jewellery is a home-grown Qatari jewellery label founded by designer Noora Al Ansari, who launched the business in 2011 after beginning her design journey with bespoke pieces such as solitaire rings. Rooted in a design philosophy inspired by Qatari culture, the brand established its first retail presence in Doha before expanding into high-end mall locations, including a move to the luxury precinct of Place Vendôme. It operates as a focused, boutique-led business with a primary flagship presence in Doha.

Sirus Tanya New York is the US-facing arm of Thailand-origin high jewellery house Sirus Tanya, founded in 2011 by creative director Sirus Tanyawattanakul. Headquartered in Bangkok, the brand has built a reputation for bespoke, high jewellery craftsmanship and counts among Thailand’s leading luxury jewellers, with growing international visibility across the Middle East and the US. Its New York entity, formally established in 2023 and located in the Diamond District’s International Gem Tower, functions as a design, collaboration and business hub catering to global clients and high-end jewellery houses. Retail-wise, Sirus Tanya operates a flagship boutique at Siam Paragon in Bangkok while expanding its international presence through private commissions, partnerships and overseas offices, reflecting a selective, high-value distribution model rather than a large-scale retail network

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