L’azurde’s first ever men collection, targets 50% of KSA population 11 May 2017

Riyadh, Kingdom of Saudi Arabia, May 11, 2017: L’azurde Group, the largest gold and jewellery designer, manufacturer, and distributor in the Middle East has today announced the launch of its first ever product line extension, venturing into men accessories.

Renowned for its large innovative collections of ornate bridal sets and gold and diamond jewellery collections, L’azurde is already an established brand in the female segment since more than 30 years.

Now L’azurde plans to make its mark in the men category, launching a variety of products to suit every style and occasion, and can be worn to accentuate the traditional Saudi national dress, formal wear, casual wear or even sportswear.

Designed exclusively for L’azurde by Tateossian in London, the global leaders in men’s accessories, the collection will include a range of cuff links, rings, bracelets, pens and wallets made with the finest material from all over the world and embellished with semi-precious and precious stones, such as white and black diamonds, mother of pearl, and black onyx.

The products are made from silver and steel per the highest quality standards, with the leather wallets being produced in Italy and men’s bracelets from the UK, and will initially be available exclusively at L’azurde retail stores across the Kingdom.

Commenting on the extension Sélim Chidiac, CEO of L’azurde, said: “The men’s segment is currently underserved. There are limited options for the modern man who is well-travelled, trendy and cares about his appearance. With a total population of 32 million, 50 percent of which being male, we believe that the L’azurde heritage, image and high brand awareness are well positioned to fill in a market gap and support the Company’s growth. We look forward to making this a solid success and driving more line extensions”

Last year saw the addition of two new iconic brands to L’azurde’s growing portfolio – Kenaz Jewellery, in the value brand category of diamond jewellery and Amazing, the silver fashion jewelry brand from Copenhagen aimed at millennials.