Lily Charmed to launch in the Middle East through Rivoli Group partnership

UK charm jewellery brand to enter more than 20 Hour Choice stores in the UAE, Qatar, Oman and Bahrain as part of its first regional retail rollout.

Dubai: British demi-fine jewellery brand Lily Charmed is preparing to enter the Middle East through a new partnership with the Dubai-based Rivoli Group, one of the region’s major lifestyle retail operators. From mid-December 2025, the brand’s collections will be available in more than 20 Hour Choice concept stores across the UAE, Qatar, Oman and Bahrain, giving Lily Charmed a broader physical presence outside its home market.

The move comes after the brand completed its 2024 rebrand, which refined its focus on jewellery centred on personal meaning and customer-led design. Lily Charmed was founded by Lucy Lee and has built a steady following among charm collectors. The brand offers over 300 designs that encourage individual expression and memory-keeping, themes that continue to show strong appeal among customers in the Gulf region.

Lily Charmed’s collections include Biscuit, Retro, Hobby, Origami, Good Luck, Milestone and Seasonal Keepsakes. All pieces are crafted from recycled 925 sterling silver or 18-carat gold-plated recycled silver. The charms now feature rhodium plating to support long-term wear, improved shine and consistent in-store presentation. The company maintains a focus on using recycled materials and keeping its production process aligned with responsible sourcing.

A notable addition to its product offering is the Clip-On clasp introduced in 2024. Unlike systems that restrict customers to a single brand, the Lily Charmed clasp is compatible with charms from several leading brands. It was created in response to customer feedback requesting a simpler and more flexible way to build and mix personal collections. This feature is expected to resonate with customers in the region who often look for pieces that can be matched across different jewellery styles.

“Our designs allow people to express personal meaning through jewellery,” said founder Lucy Lee. “We see many customers wanting pieces that reflect their own experiences. Hour Choice stores provide a space where they can explore our charms and put together the combinations that suit them.”

A spokesperson from the Rivoli Group said the partnership fits with its plan to expand its fashion jewellery portfolio across the Gulf. The Group operates over 200 stores in the Lower Gulf region and continues to develop its offering through Hour Choice and its online platform.

Founded in the United Kingdom in 2011, Lily Charmed has grown through online retail and selected stockists. Its Middle East entry through Hour Choice is part of its broader plan to reach new collectors, with additional store launches expected in 2026.

Retail Jeweller ME News