Gold has a deeply rooted cultural, social, and financial significance in Saudi Arabia — loved both as jewelry and as an investment. But when it comes to deciding which brand is the most popular, most trusted, and widely regarded across the Kingdom, one name stands out: L'azurde. In this article I’ll explain why L’azurde is often considered the top gold brand in Saudi Arabia, and how that conclusion is reached plus practical tips for buying gold wisely, and answers to common questions.
Why L’azurde is Widely Recognized as the Top Gold Brand in Saudi Arabia
Strong market presence and leadership
- L’azurde began in Riyadh in 1980 as a small workshop; over the decades, it grew to become the largest manufacturer and retailer of gold jewellery in the Middle East.
- The company is publicly traded, with a paid-up capital (as per its last financial disclosure) of SAR 430 million.
- Its manufacturing and distribution network is extensive: as of 2022, L’azurde employed around 1,700 people and produced over 5,000 different jewelry designs in 18-karat and 21-karat gold, along with diamond jewellery.
- Its retail & wholesale network covers the Kingdom and beyond — distributing through more than 1,300 third-party retailers across the GCC and MENA, as well as via its own stores.
This kind of scale — from manufacturing to retail — helps make L’azurde a go‑to brand for many Saudis.
Industry recognition and consumer trust
- In March 2023, L’azurde was named “Best Retail Jewellery Brand in Saudi Arabia” at the Dubai International Jewellery Forum — a clear affirmation of its leading reputation.
- The brand’s strategy balances traditional craftsmanship with modern design, offering a range of gold jewellery that appeals to different generations and tastes: from classic golden necklaces and wedding sets, to more contemporary, fashion-forward pieces.
- Financially, L’azurde’s performance reflects its popularity: in the first nine months of 2022, its net profit rose by about 20.7%, thanks to higher revenues, including strong wholesale performance and a growing e‑commerce segment.
Taken together — brand history, scale, quality, consumer trust, and financial performance — L’azurde emerges as the most popular and influential gold brand in Saudi Arabia.
Market‑wide dominance of gold jewellery
More broadly, gold jewellery remains the dominant type in the Saudi premium jewellery market. The overall jewellery market in Saudi Arabia was valued at roughly USD 3.80 billion in 2023, and is forecast to nearly double by 2031 — driven by cultural traditions, rising incomes, and growing demand for luxury jewellery.
Within that market, gold jewellery — not diamonds or other metals — remains the backbone, reinforcing why a brand like L’azurde, focused on gold, enjoys broad appeal.
Real‑Life Experience & Practical Tips (What I Learned from Observations in Riyadh and Beyond)
From personal interactions with friends and acquaintances, and also based on retail observations:
- Weddings and special occasions: When Saudi families shop for wedding jewellery or “mahr” (dowry), L’azurde stores are often among the first destinations. Their gold sets (necklaces, bangles, earrings) tend to hit the sweet spot — good craftsmanship, recognizable brand, and manageable pricing relative to custom or artisanal jewellery.
- Gift purchases: For gifts — birthdays, anniversaries, milestone achievements — people often choose L’azurde because the brand delivers both status and guarantee. Buyers feel more confident about resale value and authenticity compared to unbranded shops.
- Buying for investment: If one wants gold more as a store of value than fashion, it’s common to see people buy plain gold jewellery (for example 21k) from trusted brands like L’azurde — partly because of trust in hallmarks and partly because resale tends to be easier.
- Comparing with smaller shops: Smaller “souq” shops or local artisans often offer more traditional or ornate designs, sometimes at lower initial cost (less “prestige” markup). But the trade‑off tends to be in resale value, certification, and sometimes jewelry design modernity.
Tip for buyers: Always check the karat stamp, ask about purity certification, and keep your receipts — these influence both authenticity and resale value. Avoid impulse purchases during high-demand periods (weddings, holidays) when “crafting fees” (مصنعية) and markup may be higher.
Comparison: L’azurde vs Other Popular Gold Brands in KSA
| Brand | Strengths / What Makes It Popular | Where It Differs from L’azurde |
|---|---|---|
| Damas | Long-established regional presence; offers diverse jewellery styles including diamond and mixed‑metal designs. | More general retailer vs. gold‑focused manufacturer; sometimes higher for premium diamond pieces. |
| Malabar Gold & Diamonds | International jewellery group; blends Indian craftsmanship with Middle Eastern tastes; wide variety including gold, diamonds, bars, investment‑oriented pieces. | More import‑oriented, sometimes pricing or styles may differ from locally‑made brands; may appeal more to expatriates or those seeking different aesthetic influences. |
| Niche / local artisanal shops | Often offer traditional designs, lower crafting fees, unique handmade pieces, sometimes more “character.” | Less brand guarantee, resale value may be lower, and quality/purity assurance depends heavily on the shop. |
Why L’azurde still stands out: unlike retailers who primarily resell imported jewellery, L’azurde manufactures its pieces in-house (in Saudi Arabia and Egypt), giving it tighter control over design, quality, and supply. That vertical integration — plus broad distribution — tends to lead to better consistency, brand recognition, and consumer trust.
Step‑by-Step Guide: How to Choose a Gold Piece (in Saudi Arabia) — Like a Smart Shopper
-
Decide purpose: investment, jewellery, or gift.
- For investment: lean toward higher-karat (e.g., 21k), simpler designs, trusted brand (for easier resale).
- For jewellery/wear: choose design, karat, and craftsmanship based on your style — but balance purity vs durability (e.g., 18k vs 21k).
-
Check karat and hallmarks.
- Verify the karat stamp (e.g., 18K, 21K, 22K). In Saudi Arabia many pieces are 21K.
- Ask for a certificate or receipt. Keep paperwork — it helps ensure authenticity and resale value.
-
Compare manufacturing (مصنعية) cost vs gold value.
- Jewelry prices = gold price + crafting cost + retailer markup — don’t pay only for “brand name.”
- For heavy jewellery (sets, bridal items), crafting cost can be significant, so compare a few brands before buying.
-
Know when to buy.
- Watch global gold price trends and local rates before purchase. Prices in Saudi often follow international gold markets + local demand.
- Avoid rushed decisions during festive/wedding seasons when demand spikes — some shops raise “crafting fees” or markup.
-
Think about resale or long-term value.
- Choose pieces from reputed brands like L’azurde (or other trusted jewellers) — easier to resell if needed.
- Prefer simpler designs if you might want to melt down or convert the gold later (for investment).
Some Market Context & Data
- The jewellery market in Saudi Arabia was valued at USD 3.80 billion in 2023, with expectations to nearly double by 2031, driven largely by demand for gold jewellery.
- A 2025 report estimates the gold & diamond jewellery market in Saudi Arabia at roughly USD 4,780 million, with a projected annual growth rate (CAGR) of around 10.1% through 2033.
- For 2022, L’azurde reported net profit growth of 20.7% compared to the previous year, reflecting increased consumer demand and successful expansion (including e‑commerce).
These figures highlight how gold jewellery is more than adornment — it’s a major sector economically, culturally, and socially.
Frequently Asked Questions
Q1: Is L’azurde the only good gold brand in Saudi Arabia?
A: No — there are other reputable brands like Damas, Malabar Gold & Diamonds, and several local artisanal shops. But L’azurde combines manufacturing, distribution, brand recognition, and scale in a way that few other companies match.
Q2: Should I buy jewellery or plain gold (bars/coins) for investment?
A: If your goal is pure investment, plain gold (bars/coins) with high karat purity is better. Jewellery mixes purity with craftsmanship costs and sometimes resale value depends on design/popularity. If you like jewellery and also want investment value, choose simple designs from trusted brands and focus on purity.
Q3: Does gold price in Saudi fluctuate a lot?
A: Yes — gold price typically follows global metal markets plus local demand. Therefore, timing purchases (and watching international gold trends) can affect how much you pay. Always check local rate before buying.
Q4: How to verify that gold jewellery is real/pure?
A: Check the karat stamp (e.g., 18K, 21K, 22K), ask for a certificate or receipt, compare the shop’s reputation, and avoid deals that seem “too good to be true.”
Q5: Is there a difference between 21k, 22k, 24k gold in Saudi jewellery?
A: Yes. 24k is the purest but also soft — often used for bullion or bars. Jewellery is frequently 21k or 22k, balancing purity and durability.
People Also Ask (Common Public Questions — Answered)
-
Who owns L’azurde and where is it headquartered?
L’azurde is headquartered in Riyadh, Saudi Arabia. It was originally established under a different trade name and later became L’azurde Company for Jewelry. -
Is 24-karat gold jewellery common in Saudi Arabia?
24‑karat gold is not common for everyday jewellery because it’s soft. Most jewellery is 21k or 22k; 24k is more often used for bullion or investment bars. -
Why is gold still so popular in Saudi culture?
Gold carries cultural, social, and financial significance — used in weddings, gifts, dowries, and as a long-term store of value. In Saudi society, jewellery remains a symbol of status, tradition, and security. -
Are there new trends in Saudi jewellery preferences?
Yes — newer generations and changing tastes are encouraging simpler, modern, fashion-forward designs alongside traditional heavy sets. Brands like L’azurde respond by offering a wide variety, from classic pieces to modern designs.
Conclusion: What “Most Popular Gold Brand” Means — And Why L’azurde Fits
When we talk about popularity in the context of gold brands in Saudi Arabia — we’re not looking for a one-time trend. We mean longevity, trust, scale, quality, and cultural resonance. By these measures, L’azurde checks all the boxes. It combines decades of history, manufacturing control, broad retail presence, financial stability, and market recognition.
For buyers — whether seeking jewellery for weddings, gifts, or investment — choosing L’azurde often means getting a balance of authenticity, resale value, and design quality. That’s why, for many in Saudi Arabia, L’azurde remains the go-to gold brand.
0 Comments