L’azurde reveals new “Dream Collection” by Lady Fozaza 28 September 2017

Latest collection is inspired by Native American culture and features iconic symbols of the arrow and the feather

Riyadh, KSA, September 28, 2017: Inspired by the Native American culture, L’azurde, the largest gold and jewelry designer, manufacturer, and distributor in the Middle East, today announced the launch of its new iconic “Dream Collection” by lady Fozaza.

The latest Dream Collection designed by the eminent Saudi designer Al-Anoud Bader, better known as ‘Lady Fozaza’, is based on the theme ‘Into the Wild’. It captures the beauty of the Native American culture with designs around the feather and the arrow, which played a major role in many Native American cultures. The collection includes jewelry pieces that are bold, beautiful, and iconic; and aims to honor the role that Native American women played in their tribal communities, as well as their values, traditions, and skills.

 “Your dreams are fuelled by your passion and determination to succeed and make your presence known and respected in the world … so ‘Into The Wild’ was born, a collection inspired by the struggle of the native Americans to protect their land, their culture, their tribe and their history. How far will you go to keep your dreams alive? Wear it with pride.” said Lady Fozaza.

The designs reflect the iconic symbols that everyone can associate with – the feather and the arrow – and provide the basis for stunning pieces of jewelry that make a real statement. These pieces will appeal to all women – particularly those in Middle East – who will want to wear something different and that stands out from the crowd.

Commenting on the new “Dream collection”, Chief Executive Officer of L’azurde, Selim Chidiac said, “The new dream collection reflects everything that L’azurde stands for: unique designs by our celebrity partner Lady Fozaza, unrivalled craftsmanship and the highest quality materials. With this Native American theme, we are confident that the new dream collection will be a hit with both our existing and new customers across the region.”

The new “Dream Collection” which includes a range of pendants, rings, bracelets, and earrings will be available exclusively at L’azurde retail stores across the Kingdom.

Alanoud Badr is an award winning Internationally-acclaimed fashion designer, consultant and stylist, and one of the Middle East’s most followed fashion figures. Known as Lady Fozaza, Al Anoud’s trendsetting design expertise and the craftsmanship of L’azurde resulted in the chic Dream diamond collection that is successful amongst the GCC youth.


About L’azurde

Since it was founded in 1980, L’azurde has excelled at the art of jewelry design. Today, it is the largest gold and jewelry designer, manufacturer, and distributor in the MENA region, and the fourth largest gold manufacturer in the world, selling over one million pieces of jewelry per annum.

L’azurde has over 2,000 employees and produces more than 5,000 different jewelry models every year in 21-karat,18-karat, 14-Karat gold and diamond jewelry. The jewelry pieces are manufactured at the company’s factories in Saudi Arabia and Egypt, using advanced high-technology equipment, and distributed to more than 2,000 retailers across the GCC and MENA region, as well as being exported to more than 15 countries outside the region.  L’azurde also has its own network of 20 mono brand retail shops at top malls in KSA, Egypt and the UAE, where it is focused on the sale of diamond jewelry.

In line with it’s strategy of becoming a ‘house of brands’, L’azurde launched in 2016 its own value diamond  brand, Kenaz Jewlery to attract a new consumer segment.  L’azurde also acquired the franchise for Amazing Jewelry, a silver jewelry fashion brand from Copenhagen, within 9 countries and for 25 years.

L’azurde’s fusion of traditional craftsmanship, top design and the use of precision technologies has been a key driver to its international expansion and evolution, and the Company has won many awards for its intricate designs over the years.

For further information, please contact:

Malek Abderahman

ASDA’A Burson-Marsteller

Jeddah, Kingdom of Saudi Arabia

Mobile: 0544426364

Tel: 0126067202, Ext: 200

[email protected]