Saudi jewellery brand APOA celebrates Fashion Trust Arabia Awards nomination 

Since its debut in 2023, APOA has employed a unique approach to new collections, launching four distinctive collections, referred to as chapters. 

DUBAI: Saudi jewellery brand APOA (A Piece of Art) is making waves in the fashion world with its recent nomination for the Fashion Trust Arabia Awards in the jewellery category. The Riyadh-based brand, founded by Saudi Princesses Mashael Khalid Al-Saud, Nourah Abdulaziz Al-Saud, and Sarah Naif Al-Saud, has been shortlisted as one of the top three finalists. 

The news of the nomination comes less than a year after the brand’s launch. “We knew it was a long shot, but we were confident in our brand and our achievements so far,” Mashael Khalid Al-Saud told Arab News. “Being in the top three is incredibly exciting for us.” 

Sarah Naif Al-Saud echoed the sentiment, expressing her joy: “I can’t even describe how I feel. We have worked so hard, and this recognition is a testament to that effort.” “We’ve always had a love for accessories and wanted to create pieces that are both affordable and enduring,” Sarah adds.  

The idea for APOA emerged during the COVID-19 pandemic in 2020. “Sarah and Nourah initially discussed the idea, and then they invited me to join,” Mashael explained. Sarah praised Mashael’s taste, adding, “We complement each other well. Despite our different fashion tastes, we balance each other out.” 

Since its debut in 2023, APOA has launched four distinctive collections, referred to as “chapters.” Each collection is designed with a unique theme, inspired by Saudi culture, architecture, nature, and travel. “We call them chapters because each one tells a story or explores a whimsical thought,” Mashael noted. 

The first collection paid homage to the Kingdom’s pearl diving heritage, while the latest focuses on “women on the go.” Although the design concepts come from the founders, the technical aspects are managed by a designer in Barcelona, with manufacturing taking place in Italy. “We collaborate with our designer to refine our ideas and ensure each piece meets our standards before production,” Mashael explained. 

Earlier this year, APOA achieved another milestone by participating in Paris Fashion Week as part of the Saudi 100 Brands initiative. “It was an incredible experience,” Mashael said. “Being part of this initiative, funded by our government, was a dream come true. We’re grateful for the opportunity to showcase our brand on such a prestigious platform.” 

Looking ahead, the founders are excited about their next collection, Chapter Five, which will feature a floral theme. They are also preparing for their second collaboration with Saudi label Ashi Studio, set to launch in October. “Our upcoming piece is very bold, and we’re eager to share it,” Sarah added. 

With their continued growth and recognition, APOA looks to be in a position to make a significant impact in the jewellery industry both locally and internationally. 

Retail Jeweller ME news