US celebrity jewelry designer Maria Tash opened her first boutique in Saudi Arabia this summer and spoke to Arab News about why the Middle East is such an important market for the New York-founded brand.
Located in VIA Riyadh, the boutique is Tash’s fourth location in the Gulf Cooperation Council region, with two in Dubai and one in Kuwait. The woman behind the “curated ear” concept on social media has had her creations worn by A-listers globally, including Rihanna, Gigi Hadid, Kylie Jenner and Hailey Bieber.
In the 1990s, she saw a gap in the market for unusual piercings with beautiful jewelry designs and opened her first store, Venus Body Arts, in the East Village in Manhattan. Over the years, she worked toward developing her signature aesthetic and piercing style and took things further by moving into a more prominent real estate location, using her name for the store.
In 2016, she decided it was time to go international, and there has been no stopping her since. From London to Paris and Dubai to Riyadh, the Maria Tash name has developed a cult following since its inception.
“It has been amazing to be able to expand in the Middle East. It was a pivotal expansion point for the brand to directly reach, work with, and be inspired by Middle East clients and their requests,” she said. “The appreciation of luxury brands and attention to detail that designers focus on is also very appreciated in the Middle East. I plan to expand more within this market and release some exclusives for the region soon.”
Regarding Saudi Arabia, Tash adds that she was already familiar with the Kingdom’s clientele after hosting a very successful pop-up in Riyadh and through regular interaction with Saudi clients in her Harrods boutique at the London luxury department story.
“I love Saudi women’s high taste levels and their discerning eye for quality and details,” she said. “Many of our Saudi clients love to wear the Maria Tash pieces I wear myself, which include bold curations and statement diamond pieces.”
Tash also feels she can design freely for the Middle Eastern client by experimenting with larger stones of unusual shapes, which she believes will be well received. “I can design boldly and have an audience more receptive than in the West,” she said.
