The return of benefits for the Saudi government employees was a very positive event... It will have a big effect on consumer confidence.

Tokyo and Los Angeles, when a headhunter came calling on behalf of L’azurde.

“I had worked for a big quoted global company P&G, for a private family business at Red Bull, where I had done all I wanted and I was interested in working in a private equity environment. It was difficult to imagine leaving LA for Riyadh but what drives me is a challenge. There was also the equity incentive,” he said.

He was hired to drive through a cultural transformation at L’azurde. market is bigger than any in the region, but who knows, maybe we will have a dual listing later, to raise more funds,” he said.

He is acutely aware of the huge changes underway in the Kingdom and in many ways is riding on the transformational wave that is propelling it toward economic diversification, according to the Vision 2030 strategy, with all that means for consumers, especially women. But he has a word of warning: “Maybe they are trying to do it too quickly, Saudi people are not

So what do Saudi women — who make up 90 percent of Chidiac’s customers — want in jewelry? The traditional “Arab look” is for gold pieces, often of 22 karat gold, with a “yellow” look. That is the kind of gold that has