From the heart of Riyadh to the world stage, Princesses Noura, Mashael, and Sara Al Saud are making waves in the fashion industry with their jewelry brand, Apoa. Inspired by Saudi culture, architecture, and history, Apoa’s designs challenge stereotypes and represent the modern face of the Kingdom.
Drawing inspiration from their surroundings, the princesses infuse traditional elements with a contemporary sensibility. Their signature piece, Ardh, is an artistic interpretation of Saudi’s landscape, reflecting the region’s rich heritage. Each collection, or ‘chapter,’ tells a unique story, exploring different themes and showcasing the versatility of their designs.
While Apoa’s roots lie in Saudi Arabia, it has set a global benchmark in fashion jewelry. Collaborations with renowned designers, such as Ashi Studio at Paris Couture Fashion Week, have propelled the brand into the international spotlight. Its strategic focus on fashion jewelry, a relatively untapped market in the region, has proven to be a wise business decision.
The princesses’ distinct styles and tastes converge to create a cohesive collection that appeals to a wide audience. Their teamwork and mutual respect foster an environment of creativity and experimentation, resulting in bold, organic, and whimsical designs.
Apoa’s use of electroforming techniques adds lightness and wearability to their pieces, allowing for bold shapes and the seamless incorporation of gemstones. The brand embraces asymmetry and imperfections, creating a sense of movement and depth. Darker crystals and unexpected elements add a touch of edginess and break away from conventional jewelry norms.
Through Apoa, Princesses Noura, Mashael, and Sara Al Saud are not only redefining the perception of Saudi fashion but also inspiring a new generation of creatives. Their jewelry serves as a testament to the evolving landscape of fashion, where tradition and modernity intertwine to create something truly exceptional.
