Al Majed Jewellery partners with Italy’s Vhernier to expand contemporary luxury offerings 

Known for fusing traditional metals with modern materials, Vhernier adds a contemporary edge to Al Majed’s portfolio. The partnership supports Al Majed’s strategy to expand its luxury offerings and deepen market reach through curated launches and co-branded experiences 

Doha: Al Majed Jewellery has entered into a strategic partnership with Italian high jewellery maison Vhernier to introduce the brand’s distinctive collections to the Middle East. The move is part of Al Majed Jewellery’s broader strategy to enhance its luxury portfolio and expand its footprint in the region’s high-end jewellery retail space. 

Vhernier, founded in 1984, is known for its unconventional design philosophy that blends traditional precious metals with alternative materials such as titanium, bronze, ebony, and jet. The brand’s sculptural and minimalist approach to jewellery design has earned it a strong international following among collectors and clients who seek contemporary, art-inspired pieces. 

This partnership is intended to leverage the strengths of both entities. For Al Majed Jewellery, it supports the goal of offering differentiated product lines that reflect emerging consumer preferences in the Middle East—particularly among a younger, design-conscious demographic. For Vhernier, the alliance facilitates entry into a key market where demand for innovative and exclusive luxury products continues to grow. 

Al Majed Jewellery has a history of aligning with prestigious global brands, having previously collaborated with watchmakers such as Patek Philippe, Hublot, and A. Lange & Söhne. These relationships have helped the Qatari retailer cement its position as a trusted multi-brand partner in the region’s competitive luxury segment. 

With the addition of Vhernier, Al Majed Jewellery aims to further diversify its jewellery offerings while strengthening its position in the contemporary fine jewellery category. The partnership will involve a series of joint initiatives, including curated client events, exclusive product launches, and co-branded marketing campaigns. These activities are expected to enhance customer engagement and establish Vhernier as a recognised name among the region’s luxury clientele. 

The collaboration is also expected to support long-term business growth for both parties through a combination of targeted retail experiences and product innovation. It reflects an increasing industry trend where established retailers are looking to partner with design-driven brands to address evolving consumer expectations in the high jewellery space. 

The partnership with Vhernier is aligned with Al Majed’s commitment to offering distinctive jewellery with high artistic value, thus enhancing the retailer’s overall brand positioning in the Middle East. 

About the brands: 
Al Majed Jewellery is based in Doha, Qatar, and operates several multi-brand boutiques across the Middle East. Founded in 1943, it specialises in luxury watches and high-end jewellery. 

Vhernier is headquartered in Milan, Italy, and operates boutiques in major global cities. Known for its contemporary, sculptural jewellery, the brand is part of the Richemont Group. 

Retail Jeweller ME News