Industry / Retail

Sisters Bring Whimsy and Luxury to Their 1st Saudi Arabian Boutique


When it came time to open their first jewelry store, sister and business partners Reema, Alanoud, and Danah Alghunaim wanted something that both honored the diversity of brands they collectively love as well as creating a space where their customers can be curious, they say.

The resulting store for the sisters’ brand Jeed in the Saudi Arabian capital of Riyadh is fun yet sumptuous, based on history yet willing to highlight new designers, and, most importantly to these siblings, a representation of their fresh take on fine jewelry.

The Alghunaim sisters say their store is a gift to the women who shop there, creating a conceptual jewelry boutique that they are proud to share with Riyadh.

The Alghunaim sisters who founded Jeed say they wanted their first store in the Saudi Arabian capital of Riyadh to be a place where playfulness and luxury within fine jewelry could coexist.

“We saw a gap in the market, as what’s available didn’t fully meet the taste of the luxury, fashion-forward Saudi lady. We think that jewelry isn’t always serious and traditional. With the change in consumer taste, shopping for jewelry can be playful while luxurious,” the sisters say.

The store has been open about eight months now, and the sisters told JCK that they feel the space includes jewelry that highlights the designer as well as the Jeed customer. Some of the designers carried in the Jeed store include Falamank by Tarfa Itani, Nada Ghazal, Shamsa Alabbar, AJ Jewelry, L’atelier Nawbar, and Ailes.

“And the family keeps growing,” the sisters say. “We wanted to bring the best minds in this space; all of the designers are personal friends of ours, and we feel the love and passion through their designs.”

Inspired by Arabic poetry, the name Jeed refers to a neckline that originated in ancient times—but there is a modern sense to the kind of designers and store experience the sisters say they wanted to create.

“What we were tells us a lot about who we are,” they say. “Through our selection, we try to be as diverse as our clients’ taste and style. For example, some designers instantly attract the lady with a strong personality and an active social life, whilst others attract those extremely attentive to details. We try to accommodate Jeed ladies with their beautiful diversity of personality and taste.”

The store’s colors highlight forest green and ruby red along with warm wood tones and a variety of materials from tassels to velvets. This is where the luxurious feeling the sisters wanted to create comes in as well as through packaging and after-sales connections, they say.

Jeed cases
Designing the cases and changing the displays is one of the “jobs” at the Jeed store that the sisters say they enjoy and want each customer visit to be surprising.

“The walls’ distinctive aesthetic appearance was created by the wood’s engraved pattern and the shifting levels of the displays. The walls reflect the European empire’s spirit and the wallpapers have Roman/Greek influence; we aim to create an exquisite work of sophistication, refinement, and elegance,” the sisters say. “You will see the details of the logo and its elements in all of the interior details, from the carpet to the walls and the VIP room.”

The sisters say they hope the store continues to grow alongside the brand.

“Jeed is an answer to the question of where to shop for myself or to gift my loved ones in Riyadh. The perception that jewelry can’t be fun and playful is being tested in the global market, and the same is happening in the region’s most lively city, Riyadh,” they say. “We look forward to building long-lasting relationships with our clients and designers.”

Top: Sisters Reema, Alanoud, and Danah Alghunaim recently opened their first boutique for their jewelry concept, Jeed, which focuses on luxury brands and playful designers (photos courtesy of Jeed). 

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Karen Dybis

By: Karen Dybis

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