L’azurde Group launches “Kenaz" to bring affordable luxury to customers in Saudi Arabia

L’azurde Company for Jewelry and the largest gold and jewelry designer, manufacturer and distributor in the Middle East, announced the launch of its first new diamond jewelry brand “Kenaz” in the Saudi retail market.

Kenaz combines classic, fashionable and desirable jewelry pieces with top design and quality at an affordable price. The new brand is part of L’azurde’s plan to grow and attract new customers across the Kingdom, in addition to those familiar with its prestigious jewelry products under the L’azurde brand. For the first time Kenaz will be sold directly to customers through retail outlets in many of the Kingdoms’ leading malls and shopping centers.   

L’azurde has introduced the new Kenaz brand after direct interaction with consumers to better understand changing consumer needs in the KSA’s SAR2billion+ diamond market. Whilst diamonds have constantly been perceived as a luxury product, more and more consumers are becoming aware of their value and are aspiring to owning them. Diamonds are penetrating different socio economic classes and are becoming a sought after item that reflects status and sophistication. Due to the nature of diamonds there is a wide range of stones in the market with varying quality and specification. With its 40 year provenance and trusted brand, L’azurde is offering Kenaz customers an assured level of quality, beautiful designs and exceptional service at a great price.  

Sélim Chidiac, CEO of L’azurde, said: “We saw the opportunity through Kenaz to bring a whole new range of customers into the L’azurde family. By offering the latest design innovation that we have built L’azurde’s reputation on over the last four decades, I am confident Kenaz, with its new value proposition, will be an instant success. As the first new retail brand in our history, this also marks a crossroads as the company continues to grow and build its loyal customer base in the Kingdom.”