Leena and Hala El-Khereiji take us through their journey as Charmaleena Fine Jewelry launches it latest collection, inspired by family
Charmaleena emerged as a timeless, leading in 2012, as an ode to the vision and passion of two sisters, Leena and Hala El-Khereiji. Leena is creative director, whose inspirations are drawn from a life journey that took her from the historic streets of London to the vibrant cityscape of New York, before finally setting down roots in Riyadh. “I love traveling,” she shares. “I cannot stay in one place. I find inspiration everywhere; I find art in everything. Whether it’s London, Geneva, Riyadh, or any other city, each place sparks my creativity in its own way.”
On the other side of this dynamic duo is Hala, the strategic mind. Together, they founded a brand that radiates elegance, creativity, and authenticity, with a vision where cultural richness meets contemporary design. “The Charmaleena woman is a symbol of strength and resilience, fearlessly charting her own path and making a meaningful impact in her own unique way,” Hala says. “She represents the countless women across all walks of life who are dedicated to realizing their full potential and making a difference, however big or small.”
Here, the sisters share their artistically driven world.
“I draw inspiration from a mix of contemporary and vintage fashion, like this Chanel from 1993. I particularly gravitate towards my mother’s wardrobe, finding beauty and charm in the craftsmanship of bygone eras.”
“This year’s Ramadan drop is the Golden Collection, which draws inspiration from our mother’s vintage bracelet. These pieces are adorned with new verses and the 99 Names of Allah, which is something spiritual for the month of Ramadan. It is an occasion for deep reflection, peace, and blessings.”
“An iconic moment would be when we were honored with the prestigious National Cultural Award from the Ministry of Culture in 2023, by HH Prince Badr bin Farhan Al Saud. This recognition is a testament to our commitment to creating jewelry that tell stories about our roots and culture.”
“I love traveling. I cannot stay in one place. I find inspiration everywhere, Geneva (right) and Riyadh, or any other city… Each place sparks my creativity. Growing up in diverse environments and being exposed to multiple cultures has shaped both me and my designs.”
“My design process is straightforward – I take what I see around me and add my personal touch. The creative process usually begins by writing. It’s always about emotions phases, and a state of mind. Our Elements collection, for example, was about wanting to connect with nature.”
Originally published in the April 2024 issue of Vogue Arabia