Lily Charmed Expands into the Middle East Market

25 Nov 2025

British demi-fine jewellery brand Lily Charmed today announces its expansion into the Middle East through a new partnership with the Rivoli Group, one of the region’s leading lifestyle retailers. The collaboration will see Lily Charmed available in over 20 ‘Hour Choice’ concept stores across the UAE, Qatar, Oman and Bahrain from mid-December 2025.

This partnership represents a major milestone for Lily Charmed as it continues its international growth following its 2024 rebrand, marking the next phase of the independent brand’s trade evolution.

Founded by Lucy Lee, Lily Charmed has become the destination for discerning charm collectors, offering over 300 unique designs that tell personal stories through jewellery. Celebrating self-expression Lily Charmed’s mission is to bring joy; creating designs that serve as memories, talismans and tokens of individuality. With its presence in the Middle East, the brand aims to connect with a growing audience of collectors who value both creativity and authenticity.

At the heart of Lily Charmed’s innovation is its ‘Clip-On’ clasp concept. Unlike mass-market competitors who create proprietary clasp systems to lock customers into their ecosystem, Lily Charmed’s 2024 breakthrough innovation delivers customer freedom through a unique clasp system compatible with all leading charm brands. This was developed directly from customer requests and represents their relationship-driven approach to product development.

Lucy Lee, Founder of Lily Charmed, said,

“Our designs empower wearers to become modern-day storytellers. Each charm embodies a memory or meaning, allowing our customers to express their individuality through jewellery that evolves with them. 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, offering consumers the experience of curating personalised pieces seamlessly in-store.”

A spokesperson for Rivoli Group said,

“We are delighted to welcome Lily Charmed to our portfolio. The brand’s craftsmanship, innovation and sustainable ethos align perfectly with our vision to offer meaningful, high-quality jewellery experiences to our customers.”

With a portfolio spanning luxury & Fashion watches, leather goods, fashion jewellery and lifestyle accessories, the Rivoli Group operates more than 200 stores across the Lower Gulf region. The Group has recently expanded into fashion jewellery through its Hour Choice concept stores and online on Rivolishop.com, making it a natural partner for Lily Charmed’s entry into the GCC.

Collections include Biscuit, Retro, Hobby, Origami, Good Luck, Milestone and Seasonal Keepsakes. Crafted from recycled sterling 925 silver or 18ct gold-plated recycled silver charms now feature rhodium plating to ensure lasting shine and tarnish resistance, ideal for in-store presentation and long-term wear. This commitment to sustainability and quality reflects the brand’s dedication to circular design and timeless curation.

Lily Charmed will be available online and in 25 Hour Choice stores from mid-December 2025, with further stores to be launched in 2026.

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Source: Lily Charmed