Saudi luxury jewelry brand APOA is launching at Harrods this week, a significant milestone for the label that has built its reputation through limited online drops that sell out within hours in the Kingdom.
Founded just three years ago by a powerhouse team of royal cousins — Princesses Noura Abdulaziz Al Saud, Sara Naif Al Saud and Mashael Khalid Al Saud — APOA has rapidly cultivated a fervent collector base with waiting lists stretching into the thousands for its handcrafted accessories. The Harrods debut represents the brand’s first major retail partnership outside the Middle East and comes amid growing global interest in Saudi Arabia’s emerging design sector.
“After building a loyal following through our limited online drops, we felt it was the right moment to expand selectively into curated retail environments that align with our brand values,” Princess Noura told WWD in an exclusive interview ahead of the launch. “This shift allows us to maintain exclusivity while elevating visibility, positioning APOA as not just a product, but a lifestyle synonymous with modern luxury and artistic expression.”
The brand will maintain its signature direct-to-consumer “drop” model online on their own platform while adapting its strategy for the traditional retail environment with partners. This dual-channel approach allows APOA to expand its global footprint while preserving the scarcity model that has propelled its success.
“Being at Harrods is a significant milestone for APOA, and we are excited about the opportunities it presents,” said Princess Sara. “Our drop approach has been instrumental in maintaining exclusivity and creating excitement among our clients. By releasing limited pieces throughout the season, we keep our customers engaged and eager to see something new, rather than overwhelming them with a large collection all at once.”
While the Harrods presentation will allow new audiences to discover the brand, Princess Sara said that “keeping the drops on our direct sales channels allows us to deliver an exciting experience for our customers.”
APOA takes inspiration from Saudi Arabia’s natural landscape to create sculptural accessories.
Cultural Heritage as Luxury Currency
APOA’s rapid rise is a testament to their ability to translate Saudi cultural heritage into contemporary designs with global appeal. The brand’s debut collection celebrated the Gulf’s pearl-diving traditions, while recent releases have explored other facets of Saudi identity.
“Saudi Arabia is now on the global stage, and the world is beginning to appreciate the depth and beauty our country holds — from its landscapes and architecture to its fashion and art,” says Princess Mashael. “At APOA, there’s always a piece of Saudi woven into our designs. We draw inspiration from both the subtle and the striking.”
Embracing nature has served as a fundamental source of inspiration for the founders. “You see this in the organic curves and shapes of the pieces. Volumes, color and textures from nature are key and deeply embedded within APOA designs,” Princess Mashael explains.
The Harrods launch will feature a collection showcasing Saudi’s botanical heritage. “Our most recent chapter was inspired by the botanical flowers native to Saudi which hold cultural and historical significance,” Princess Mashael reveals.
The royal trio aims to elevate their accessories beyond fashion items to collectable art objects. “We refer to them as ‘wearable sculptures’ because we view every design as a unique expression,” says Princess Mashael.
Their royal lineage infuses their approach to luxury with a sense of cultural responsibility. “As royal founders, we feel both thrilled and responsible to present the best of our culture to the world,” Princess Sara shares. “Our background instills in us a deep respect for tradition and a commitment to quality, which are essential in the luxury industry.”
Changing Global Perceptions
APOA’s international expansion comes amid growing recognition for Saudi creative talent on the global stage, a shift the founders have witnessed firsthand since launching their brand. “We have observed a remarkable shift in the global perception of Saudi creativity,” Princess Sara notes. “There is an increasing appreciation for the unique cultural narratives and craftsmanship that Saudi designers bring to the international stage. The world is beginning to recognize that our creativity is not only rich in heritage but also innovative and forward-thinking.”
They see their international success beyond individual recognition for their brand, but as broader cultural representation. “It encourages dialogue about the depth and diversity of Saudi design, allowing us to challenge stereotypes and showcase our talents on a global scale,” Princess Sara adds.
Princess Noura emphasizes that maintaining this cultural identity is a vital part of the brand’s global expansion strategy. “APOA’s Saudi DNA is the soul of the brand, it’s what sets us apart. As we step onto a global stage like Harrods, we’re not diluting that identity — we’re amplifying it through a lens of craftsmanship and storytelling that resonates universally,” she said. “Authenticity is what luxury consumers seek today, and by staying rooted in our origins while designing with global elegance, we’re able to bridge both worlds.”
