Founded in 1943, Spanish jewelry house Suarez is renowned for its meticulous attention to detail, creating luxurious pieces that feel both classic and contemporary, regardless of the era. Having adorned the wrists of royals and graced the necks of celebrities, the vanguard brand has earned its spot as the go-to choice for those seeking to make a statement through luxurious pieces that stand the test of time.
Recently, the family-owned business has set its sights on international markets, bringing its age-old expertise to the heart of Jeddah, Saudi Arabia. With three boutiques spread across the coastal city— two of which belong to Suarez’s sister brand, Aristocrazy—, its progressive expansion over the past few years has opened the door for a new clientele to experience the signature craftsmanship the brand is known for. As the brand deepens its presence in our region, its commitment to establishing itself in the luxury market is stronger than ever, inviting discerning customers to experience the timeless sophistication that defines its legacy.
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Curious about what motivated the brand to venture outside of its comfort zone and make a home in Saudi Arabia, MILLE sat down with Suarez CEO, Juan Suarez, for an insightful Q&A to discover more about the inspiration behind the move, the journey so far, and what the future holds for Suarez.
What prompted you to expand into the Arab world, and why specifically Saudi Arabia?
From the outset, our plan has been to focus on the Middle East, starting with the region’s largest and most dynamic markets—Saudi Arabia and the Gulf. We recognized early on where the demand for premium experiences lies. The Saudi market is youthful, rapidly growing, and has a deep appreciation for fine art and luxury.
Many brands typically choose to open their first store location in a capital city. What drew you to Jeddah instead?
Suarez is accustomed to being in the most exclusive shopping streets and malls, surrounded by renowned luxury and high-end brands. The opportunity at Khayat Center in Jeddah became available early in the project, so we decided to move forward with that location. The importance of this first boutique lies in it being our initial direct connection with the Saudi market. It serves as an introduction to a country where we anticipate building long-lasting relationships. We’re thrilled to have made our debut in Saudi Arabia and look forward to expanding into Riyadh in the near future.
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What has the response from locals been so far?
Saudi Arabia has been a wonderful community that truly appreciates our creations, and we’ve felt warmly welcomed from the very start. We’re very optimistic about our growth in the MENA region and look forward to expanding further, sharing the essence and craftsmanship behind each of our pieces with jewelry lovers across the country.
Were there any market trends you encountered that you didn’t expect and would like to share? What role do you see your brand playing in Saudi Arabia’s fashion landscape?
Our designers draw inspiration from significant moments in the brand’s history, places that have shaped our journey, and elements of nature. One artistic influence that has been deeply embedded in Suárez designs is Art Deco, which we’ve uniquely adapted to the world of jewelry in a way no other brand has. From this, we’ve created timeless icons that continue to resonate today.
Your stores feature unique offerings, such as fine jewelry and in-store piercing booths. What inspired you to introduce these elements? It’s a bold move—were there any expectations or challenges you encountered from the local market or during the preparation phase?
We’ve always been passionate about pushing the boundaries of jewelry design and creating new concepts that reflect evolving fashion trends. While jewelry is timeless, it too evolves season after season, much like fashion. At Aristocrazy, we introduced the piercing studio where piercings maintain their bold, rebellious spirit, yet are elevated with an added touch of elegance and luxury. We’ve also created the TA-TU experience, where custom-sized chains are cut and welded to be worn permanently, adding a meaningful, personal touch.
While in the atelier of Suarez, we take personalization to the next level with our Sur Mesure service, the service of creation of custom pieces of Suarez, born from the intention to offer maximum exclusivity through the materialization of the most special moments. While each Suarez piece is already unique due to the individuality of gemstones and our handcrafted approach, Sur Mesure offers an unparalleled level of exclusivity. This service ensures that a completely one-of-a-kind design is created, with only a single piece ever produced.
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Have you made any adjustments to your product offerings or marketing strategies to better resonate with Saudi consumers?
Every piece we create is held to the highest standards of elegance and craftsmanship. We are deeply committed to offering bespoke designs that reflect the unique preferences of our customers, ensuring that each piece carries personal meaning and complements their individual style. Our 80 years of savoir-faire, carefully preserved within the Suárez family and passed down through the hands of our master craftsmen, is where the magic truly happens. We are bringing this same level of artistry and dedication to our Saudi Arabian clientele, tailoring our craftsmanship to meet their desires while maintaining our legacy of excellence.
Looking ahead, how do you envision the future of your brand in the Middle East?
We are thrilled to have established a presence in the Middle East, a region that has warmly embraced our creations from the very beginning. The support we’ve received has been incredible, and we feel deeply connected to this community that truly appreciates our craftsmanship. As I mentioned before, our outlook for the region is very positive, and we hope to continue expanding.
