Meet The Princesses Behind Saudi Jewellery Brand APOA
Noura Abdulaziz Al Saud, Sara Naif Al Saud, and Mashael Khalid Al Saud launched their brand in 2023 and are garnering a loyal following for their stylish and striking designs, along with an FTA award nomination
“We have like five different APOA WhatsApp groups, we talk about it on Instagram, and on Snapchat, I don’t even know where to go anymore,” laughs Noura Abdulaziz. APOA —‘A Piece Of Art’—is the name of the jewellery and accessories brand that Noura founded alongside Sara Naif Al Saud and Mashael Khalid Al Saud in February 2023, following the depths of the COVID-19 pandemic. The co-founders explain they are cousins, but are as close as sisters, and they share a constant dialogue around their brand and its eye-catching aesthetic.
“The three of us are very fond of accessories in general, we always had this idea in the back of our minds but never had the time to invest and make it a reality,” says Noura. When social distancing came into play, however, suddenly endless time stretched out before them, and they could meet virtually to share their individual ideas and research. “We wanted to create something with a strong connection to our roots and culture, even down to the story behind each design and the name of every piece,” she explains. Despite collaborating remotely, the trio were able to pull together a crack team together, hiring experienced artisans who could turn their dreams into finished designs.
As in all creative partnerships, each co-founder brings her own energy to the table. “I did my BA in visual communications and advertising and then went on to study for my Masters, while Sara is in genetics and Mashael is in psychology,” explains Noura. “We all, however, love art and fashion and we work very well together creatively.” This partnership is fuelled by their eclectic senses of personal style—Sara relies on stud earrings for work, but when dressing for evening engagements she whips out big, bold styles, while Mashael is more piercing-driven and loves to wear multiple huggies, layering small pieces with abandon. Noura is another statement earring fan, but stresses that there are still nuances in how each of them approaches symmetry, silhouettes and styling.
The co-founders extend this multifaceted method into how they create each 25-piece-strong collection, dividing all their designs into five distinct categories within it: The Artist, The Present, The Opportunity, and The Always. These distinctions cover a broad range of the brand’s design codes, striving to suit every woman in every moment she might want to adorn herself. “For The Artist, we create big statement pieces, this is where we can collaborate with other creatives and really go crazy exploring different materials,” says Sara. In contrast, The Opportunity offers chameleon-esque charm with mid-sized jewels, while The Present caters to petite everyday pieces to be worn to work or just for downtime.
Storytelling is crucial to each APOA collection, and each new launch is accordingly named as a particular ‘chapter’. “For us, the word ‘collection’ feels very restrictive; each of our chapters represents a theme and an inspiration, and we have clients who will buy the whole chapter, but perhaps for the next one will only buy one or two pieces,” says Mashael. The materials in each of these chapters can vary wildly, but there are signatures of the brand, namely myriad crystals and pearls—a nod to Saudi Arabia’s pearl diving legacy. “We wanted to use this material from our heritage but in a modern way—we wanted to change the mindset around people thinking pearls are always classic,” says Noura. APOA’s designs are also very technically accomplished, large earrings for example are crafted using an electroforming technique that renders each pair—manufactured in Italy—hollow and weightless for all-day-long wear.
Since founding the brand just under two years ago, APOA has grown a cult following, and now finds itself nominated for the Fashion Trust Arabia Jewelry award, with the winner expected to be announced later this month. Since initial pop ups in the region, the brand has been included in the Saudi 100 Brands and is now stocked in concept store Mwaz, with a savvy approach towards affiliates and influencers ensuring that APOA designs are beginning to circulate in Saudi’s most stylish circles. Need a striking accessory in an instant? The brand also offers a home delivery service in Riyadh, bringing its bejewelled creations right to your door.
The co-founders’ ambitions for the brand are suitably big and beautiful, with plans for further collaborations and expansion. Their tips for building an up-and-coming empire? “Always have your passion and give it your all, just be different, be creative, be yourself, and don’t be afraid.”
Lead Image Courtesy of Instagram / @apoaofficial
