Founders
About Leena ElKhereiji & Hala ElKhereiji
Designed by Leena ElKhereiji, the Head Designer, in her Riyadh Design Studio, Charmaleena is the convergence of their personal and professional journey. Raised in Saudi Arabia and having had German influences from an early age when the sisters spent their childhood holidays with her grand-mother, Leena and Hala grew up surrounded by nature, design and diverse cultures.
After traveling around the world and studying in New York, London and Jeddah, and working in private banking as a relationship manager, union bancaree priveem, in Geneva, she stumbled upon jewellery art and fell in love with the art of creation. Prior to launching the brand, Leena gained over three years of work experience in creative design when she took her diploma from the GIA in London as a Jewellery Designer, with an accreditation as Jewellery professional (AJP) as well as her diamond graduate diploma (DG) at the Gemological Institute of America in New York (GIA).
Today, as a successful jeweller for over 12 years, Leena has won multiple awards including the Saudi National Cultural Award of Fashion by the Ministry of Culture in 2023, as well as being invited as a speaker in the industry of creation, art and jewellery over the years. Hala ElKhereiji is the Managing Director of Charmaleena, operating the Jeddah Flagship Store.
She completed her Masters in International Management from SOAS, London. After working as a banker, she and her sister founded the brand together to create unique stories through jewellery for the past 12 years, and ongoing.
ACHIEVEMENTS
