RIYADH, 31 October — Belluci Jewelry opened its first retail outlet at Saks Fifth Avenue in Riyadh recently. Princess Sarah bint Mossaed bin Abdul Aziz, who hosted the launch, expressed a wish to see "the Belluci name acquire an international profile." She hoped the Belluci would open a factory in the Kingdom to be run by Saudi women as crafts people and designers of the Belluci brand of jewelry.
The princess, who is not only Belluci’s managing director but personally designs many of the pieces and supervises the design department, has recently been invited to exhibit her pieces in Italy and Egypt. The launch was in support of the Children’s Downs Syndrome Fund of the Al-Nahda Philanthropic Society.
At Belluci the "emphasis is on the blending of traditional and contemporary jewelry" through the use of advanced technology — to preserve the originality and ethnicity of forms without bringing about a complete change to the classic beauty and attraction of the pieces.
The innovative ideas that dominate the artistry and creativity at Belluci is to a large extent based on the taste and buying trends.
The company is anxious to create opportunities for young designers and artisans to expand and develop their own ideas. Many of Belluci designs are inspired by "nature, fashion trends, art and the colorful and precious gemstones that go into the making of jewelry of exclusivity."
The opening of Belluci in Riyadh provides an opportunity for the discerning customers. The function was attended by a large number of people. The winning entry, "The Arabian Nights," was inspired by Bedouin art and was based on a traditional headdress worn by Arab women made primarily of gold beads with diamonds embedded in hand embroidered patterns.
