From Riyadh to the world stage, Princesses Noura, Mashael, and Sara Al Saud are reshaping perceptions of Saudi fashion through their jewelry brand Apoa.
Photo: Alex Teuscher
The proverbial saying, “Too many cooks spoil the broth” could not be further from the truth for Saudi-based jewelry brand Apoa (A Piece of Art) by Princesses Noura, Mashael, and Sara Al Saud. “We’re three founders, we have three different styles and tastes, but at the same time it’s quite coherent,” says Mashael, the youngest princess, and voted ‘most fashionable’ by her co-founders. “I think what brings us all together is that we have a style that’s adventurous and veers toward fashion more than playing it safe,” Sara and Noura agree.“Most of the time we have to hold ourselves back because we’re not just catering to ourselves,” Noura jokingly adds. There’s no competition between the princesses, just an abundance of admiration, a clear ease and respect, a great sense of value of what each founder brings to the table, and an even larger appreciation for what they’re trying to achieve.
Their vision of Apoa represents the new Saudi. They’re breaking boundaries and perceptions of what the fashion landscape is on a global level. There’s a wonderful debunking of stereotypes. “A lot of people don’t even know about the heritage and the culture that we have. People are just starting to see the beauty in our land, the culture, and everything that we’re able to offer, and Apoa gets to be a part of that narrative. That’s what makes me really proud,” says Sara.
Born in the heart of Riyadh, Apoa draws inspiration from Saudi culture, architecture, and history, infusing these elements with a modern sensibility. “We wanted to have something that wasn’t mainstream, but also represented who we are. Our inspiration for Chapter One was Saudi,” says Mashael. “We took what was closest to our background and worked with our designers to implement…
