Princesses Noura, Mashael, and Sara Al Saud look to redefine Saudi fashion with jewellery brand Apoa 

Since its launch in 2023, the brand has released three collections, referred to as chapters, with a fourth anticipated this summer 

Riyadh: Princesses Noura, Mashael, and Sara Al Saud are revolutionising perceptions of Saudi fashion through their innovative jewellery brand, Apoa. Known as “A Piece of Art,” Apoa exemplifies the trio’s adventurous and fashion-forward style, while also celebrating their rich cultural heritage. 
 

Since its launch in 2023, Apoa has made significant strides. The brand has released three collections, referred to as chapters, with a fourth anticipated this summer. They have also collaborated with renowned designers, including a recent partnership with Ashi Studio at Paris Couture Fashion Week. Despite the region’s familiarity with fine jewellery, Apoa’s focus on fashion jewellery fills a unique market gap, offering high fashion accessories at competitive prices without compromising on quality. 

Noura highlights the strategic decision behind this focus: “In the GCC, Saudi, and the Middle East, there are a lot of fine jewellery brands, but not many fashion accessory brands. We wanted to create an accessible high-fashion brand.” The brand works with designers from Barcelona and Riyadh and manufacturers in Italy, ensuring that each piece meets the founders’ high standards. 

Apoa aims to reshape global perceptions of Saudi fashion, breaking stereotypes and showcasing the beauty of their heritage. “A lot of people don’t even know about the heritage and culture we have. People are just starting to see the beauty in our land, the culture, and everything that we’re able to offer, and Apoa gets to be a part of that narrative. That’s what makes me really proud,” says Sara. 

Drawing inspiration from Saudi culture, architecture, and history, Apoa infuses these elements with a modern sensibility. “We wanted something that wasn’t mainstream but also represented who we are. Our inspiration for Chapter One was Saudi,” explains Mashael. Sara adds, “Our signature piece in Chapter One, Ardh, is an artistic take on the shape and landscape of Saudi.” The brand’s designs often incorporate elements like pearls, which have a longstanding relationship with the Gulf region, blending tradition with contemporary fashion. 

Apoa’s designs are characterized by their bold, organic, whimsical, and fun nature. “That’s the benefit of having three people’s input,” says Mashael. “We cater to a larger audience because of our diverse tastes.” The brand’s recent exploration of maximalism, balanced with minimalism, showcases their thoughtful approach to design. The acronym Apoa stands for the artist, the present, the opportunity, and the always, reflecting their commitment to diverse fashion expressions. 

Despite the fast-paced nature of fashion jewellery, Apoa maintains a distinctive signature across its collections. “We’ve always been dressing up and buying fashion jewellery accessories from high-end brands,” shares Noura. As consumers themselves, they prioritize wearability and comfort, using techniques like electroforming to create lightweight yet bold pieces. Mashael explains, “Electroforming allows for organic shapes, raw metal edges, and envelopes gemstones seamlessly.” 

Sara adds, “It enables us to play with imperfection. You’ll notice no shape is perfectly symmetrical, and the crystals aren’t perfectly placed; this is all very intentional. It allows for a feeling of movement, which is important in jewelry. We also love working with darker crystals to break the monotony and add depth.” 

Retail Jeweller ME News