L'azurde acquired the franchise to sell Amazing Jewelry pieces in Saudi Arabia, Egypt and seven other countries in the MENA region for a period of 25 years.
Sélim Chidiac, CEO of L’azurde, said: “We are delighted to launch our first ever franchise with Amazing. The addition of Amazing Jewelry complements our portfolio as we advance on expanding our House of Brands business model for the L’azurde Group. While we maintain our status as a leading manufacturer of premium gold and diamond jewelry, we find it important to build a robust offering that meets the requirements of several target groups and market segments. Amazing now provides a branded solution that targets a younger and price driven consumer and we anticipate a high demand from customers.”
Commenting on the venture Jesper Nielsen, Founder of Amazing Jewelry, said: “Middle East markets are traditionally big consumers of jewelry and luxury goods, however with shrinking budgets and reduced spending, we believe there is currently an even bigger appetite for affordable luxury products and as such are pleased to partner with the leading jewelry manufacturer to expand our footprint in the region.”
We saw this information as a press release first on: zawya.com