L’azurde, claimed to be the largest gold and jewelry designer, manufacturer and distributor in the Middle East, celebrated the launch of its new jewelry showroom at Panorama Mall in Riyadh.

The opening ceremony was attended by L’azurde CEO Selim Chidiac, who was accompanied by Kareem Al-Onizi, chairman of the gold and jewelry committee of the Riyadh Chamber of Commerce and Industry (RCCI); Hussain Al-Athel, former secretary general of the RCCI; Abdullah Al-Othaim, member of the board of directors of L’azurde; and Fahad Al-Ghanim, GM retail, L’azurde.

Designed by a group of international architects and designers, the new 170 sqm showroom in Panorama Mall contains a special space for VIP customers for private viewing of L’azurde’s foremost designs.

The showroom displays collections and designs for weddings and special occasions, including the dream collection designed by Saudi designer Al-Anoud Bader, the solitaire collection, special art collections featuring colored stones, in addition to the autumn and winter collections for 2015-2016.

Chidiac said: “Our company is investing in building showrooms that compete on the international stage, with the latest addition to our portfolio featuring a new concept where our loyal customers can view special collections alongside our familiar range. This design will serve as a template for all of our new L’azurde branches, with more showrooms planned to open in 2016.”

L’azurde stated that its factories blend authentic heritage, craftsmanship and modern techniques with the experience and understanding of local and international designers, delivering jewelry that is uniquely matched to the requirements of its customers.