Lily Charmed Jewelry Expands into Middle-East Market

Gems News: British Jewellery Brand Targets Growing GCC Demand United Kingdom–based Lily Charmed is accelerating its global expansion with a major new move into the Middle East, supported by a fresh partnership with the Rivoli Group. The collaboration will bring the brand’s full range of demi-fine charm jewellery to more than 20 Hour Choice concept stores across the UAE, Qatar, Oman, and Bahrain starting mid-December 2025. The expansion follows the brand’s successful 2024 rebrand and marks an important next step in broadening its international retail presence

Lily Charmed partners with Rivoli Group to launch its personalized charm jewellery across the Middle East
Image Credit: Lily Charmed

Founded by Lucy Lee, Lily Charmed has spent over a decade building a reputation as a favourite among charm enthusiasts who want pieces that carry meaning and personal storytelling. The brand offers more than 300 designs, each created to evoke memories, milestones, and individual expression. As highlighted in this Gems News report, the company sees the Middle Eastern market as an emerging hub of collectors who appreciate originality, craftsmanship, and jewellery that reflects identity rather than mass-produced trends.

A Breakthrough Clip on System Driving Growth

One of Lily Charmed’s standout innovations is its Clip-On clasp system. Unlike many large jewellery brands that rely on proprietary locking mechanisms, this design is compatible with charms from multiple leading brands, giving wearers the freedom to mix, match, and build their own personal combinations. The system was developed based on customer feedback, reinforcing the brand’s commitment to listening to real users rather than forcing them into closed ecosystems.

Founder Lucy Lee explained that Lily Charmed aims to empower customers to become modern-day storytellers, selecting charms that evolve alongside their lives. She emphasized that launching within Hour Choice stores allows regional shoppers to enjoy hands-on, personalised charm curation guided by trained staff who can help them assemble meaningful pieces.

Lily Charmed jewelry pieces are a growing hit among today’s modern working women
Image Credit: Lily Charmed

Rivoli Group Strengthens Its Fashion Jewellery Portfolio

A Rivoli Group spokesperson noted that Lily Charmed’s sustainable craftsmanship, creative flair, and customer-driven approach align seamlessly with the Group’s mission to offer valuable lifestyle experiences. With over 200 stores across the Lower Gulf and a growing focus on fashion jewellery through Hour Choice branches and online channels, Rivoli provides a strong retail foundation for Lily Charmed’s entry into the GCC.

Sustainable Craftsmanship That Appeals to Modern Collectors

Lily Charmed’s collections—such as Biscuit, Retro, Origami, Hobby, Good Luck, Milestone, and Seasonal Keepsakes—are created using recycled sterling silver or recycled silver plated with 18ct gold. Many pieces also now feature rhodium plating to enhance shine and prevent tarnishing, making them ideal for both display and long-term wear. This sustainability-driven approach supports the brand’s vision of jewellery that is both environmentally responsible and timelessly curated.

Lily Charmed will appear online and in 25 Hour Choice stores from mid-December 2025, with additional openings planned across the region in 2026. The brand’s arrival is expected to attract a new wave of charm collectors who value authenticity, design freedom, and jewellery that tells a personal story. This strategic expansion places Lily Charmed at the centre of a growing trend in the Middle East, where consumers increasingly seek meaningful pieces that balance creativity, emotional value, and sustainable craftsmanship.

For more details, visit:

https://lilycharmed.com

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