An Exhibition Narrating A timeless story of craftsmanship

Haya Al Sunaidi

Self-taught, passionate and driven – Haya Al Sunaidi, the mind behind the Jewellery Salon is a true representative of women empowerment in the Kingdom. She commenced her journey in jewellery retail as a young woman in Lebanon and eventually came back to Saudi Arabia in her early 20s to break the mould which was constricting the nation’s jewellery industry.

“I like challenges and that is what gives me the drive to push forward and prove everyone wrong…”

From the strong influence of a few elite, tricky customs to the absence of a platform for jewellers, the sector was marked by a plethora of challenges that Haya Al Sunaidi identified and sought to overcome. Being an avid collector herself, she envisioned to launch an exhibition that could unite local and international jewellers on a single platform and serve an exclusive clientele. However, crossing hurdles in an industry dominated by men was not easy. A decade ago, the Kingdom was still walking down the road of development and attracting foreign exhibitors was difficult.

Yet the determination of Haya Al Sunaidi did not let her down. She continued to persevere and successfully launched the first edition of the Jewellery Salon in 2009 which attracted positive media attention. Since that glorious year, each outing of the exhibition kept on breaking barriers and pushing traditions. As a champion of women’s role in business, Ms. Al Sunaidi has emerged as a role model for hundreds and thousands of Saudi women that yearn to follow her journey and carve a name for themselves in a field that they admire from the bottom of their hearts.

About Saudi Arabia

Saudi Arabia has always been rich with potential. It is the natural home of fine jewellery buyers and the largest market in the Middle East. The volume of Saudi Market is exceeding the combined GCC market due to demographic factors and availability of different tastes. Visitors who love big brands but who are also extremely interested in local designers.


Jewellery Salon

Jewellery Salon holds a vision for reinventing the landscape of KSA’s jewellery industry by uniting reputed international and local designers on a single platform. The event aims to showcase the luxurious and well-crafted ornaments to an exclusive clientele which represents high-profile personalities and royalty. As the most exclusive jewellery exhibition in the Middle East and North Africa, this one of a kind show exudes a timeless charm and an aura of magnificence which is unlike any other.

Powered by that revelation to transform the Jewellery scene in Saudi Arabia, Haya Al Sunaida launched The Jewellery Salon in 2009 to invite international designers to an industry that was dominated by a few elites. A decade later, her experience and relentless pursuit to transform the sector has earned the brand the title of ‘The Jewel of Riyadh’ which was bestowed by Sultan bin Saud Al Saud.

In alignment with Haya Al Sunaid’s dream of promoting the participation of Saudi women in business all around the kingdom, the latest editions of the exhibition contributed to the blueprint of Vision 2030 put down by his Royal Highness and Crown Prince Mohammad Bin Salman bin Abdelaziz al Saud by highlighting the talents of Saudi female designers. The convention also features seminars by HRD Antwerp to educate consumers about the authenticity of the diamonds they buy. The exhibition received an overwhelmingly positive feedback from exhibitors who appreciated the Arabian hospitality of the Locals and the unmatched potential that Saudi Arabia holds.

Jewellery Salon remains to be Saudi Arabia’s well-established and premier showcase for fine jewellery and watches and welcomes both international and local brands. The event is now on its 12th year and it’s held under the patronage of the Saudi Royal Family members. Jewellery Salon welcomed over 4,000 visitors, the majority of whom are serious, high net worth buyers and investors. Through this event, it allows our informed visitors to see the precious exhibit in person. It is the undisputed forum where planned major purchases take place, and we offer private seating areas where viewings can be held with discretion. Jewellery Salon continues to see year-on-year growth and is the market leader in the sector.

The Organizer

When East Meets West

Jewellery Salon is Organized by Sunaidi Expo & Conferences is a specialized International Exhibition Division of Sunaidi Trading Est., which is a subsidiary company of Al Fadl Group of Companies in Saudi Arabia. Since its establishment in 1992, Sunaidi Expo & Conferences has organized trade exhibitions that cater to different industry sectors, including: furniture & design, jewellery & watches, food & beverage, health & beauty, sports & fitness, and engineering & energy. Having more than 20 years of experience in event organizing, Sunaidi Expo & Conferences has built long-term partnerships with government departments, trade associations, suppliers, and media companies that support in making our events a success. Sunaidi Expo & Conferences has likewise worked with local and international key industry leaders. Today, Sunaidi Expo & Conferences is the Kingdom's well-established and leading event organizer, which continues to deliver a high standard of quality and value for money for its clients.