Lily Charmed to enter Middle East through Rivoli Group stores

British jewellery brand Lily Charmed will enter the Middle East market in December through a partnership with retailer Rivoli Group, with its collections to be sold in 25 Hour Choice stores across the UAE, Qatar, Oman and Bahrain.

The deal marks the next stage in the brand’s expansion following its 2024 rebrand and widens its international footprint in the region’s fashion jewellery market.

Founded by chief executive Lucy Lee, Lily Charmed offers more than 300 charm designs that the company says allow wearers to create personalised pieces. It aims to build a customer base in the Gulf among collectors who value individual design and what the firm describes as a focus on creativity.

A central part of its range is a clasp system introduced in 2024 that is compatible with other major charm brands. The firm said the approach was developed in response to customer requests.

Lee said: “Our designs empower wearers to become modern-day storytellers. We’ve observed a strong desire among our community to bring their own creativity to charm curation, and our unique designs make this effortless. Launching in the Hour Choice concept stores represents a natural progression in this journey.”

A spokesperson for Rivoli Group added: “The brand’s craftsmanship, innovation and sustainable ethos align perfectly with our vision to offer meaningful, high-quality jewellery experiences to our customers.”

Rivoli Group operates more than 200 stores across the lower Gulf, including luxury and fashion watch outlets, leather goods and lifestyle accessories. The company has expanded into fashion jewellery through its Hour Choice stores and Rivolishop.com.

Lily Charmed’s collections include Biscuit, Retro, Hobby, Origami, Good Luck, Milestone and Seasonal Keepsakes. Charms are made from recycled sterling silver or 18ct gold-plated recycled silver, with the latest pieces featuring rhodium plating for longer wear.