Princess Nourah Highlights India’s Role in Saudi Luxury Jewellery Vision

Saudi Arabia’s aspirations to become a global luxury jewellery market leader rely heavily on partnerships with India’s established gemstone and craftsmanship sector, according to Princess Nourah Al-Faisal, founder of Noon Jewels. Speaking to PTI on the sidelines of the SAJEX 2025 B2B jewellery exhibition in Jeddah, the renowned designer, with over 30 years of experience, underscored the indispensable role of Indian suppliers in elevating Saudi Arabia’s jewellery industry.

“All of my suppliers, 100 percent, are Indian,” Al-Faisal stated, highlighting India’s prolific and advanced jewellery industry as a cornerstone for Saudi designers aiming to compete globally. She noted that Saudi Arabia currently lacks the infrastructure to sustain a fully independent jewellery sector, making collaborations with experienced partners like India essential for developing local capabilities.

Al-Faisal praised the Kingdom’s youthful, creative workforce, describing them as “extremely talented” and a driving force for the future of Saudi Arabia’s creative industry. She dismissed claims that luxury demand in the Kingdom is nascent, asserting that Saudi consumers have long demonstrated a refined taste for luxury goods. Events like SAJEX, organized by India’s Gems and Jewellery Export Promotion Council (GJEPC), provide a platform for young designers to connect with suppliers and foster industry partnerships while bringing luxury goods directly to Saudi consumers, reducing the need to travel to traditional hubs like Hong Kong.

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On the role of technology, Al-Faisal emphasized that innovations such as artificial intelligence and computer-aided design are vital tools that have long been integral to the jewellery industry, enhancing design and production capabilities. She also acknowledged regulatory challenges in imports and exports but commended the Saudi government’s efforts to support local industry growth through events and policy reforms.

Aligning with Saudi Arabia’s Vision 2030, Al-Faisal highlighted sustainability as a key opportunity for the Kingdom to avoid the pitfalls of more established markets. “Sometimes when you’re late to the game, it’s actually a blessing,” she remarked, suggesting that Saudi Arabia can build a sustainable jewellery industry from the ground up.

Noon Jewels, a 10-year-old brand with an international presence, is eyeing expansion into India’s vibrant market. Al-Faisal’s remarks underscore the strategic importance of India-Saudi partnerships in realizing the Kingdom’s luxury ambitions, positioning both nations for mutual growth in the global jewellery industry.

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