Lazurde
L'azurde is a Saudi-headquartered premium jewelry retailer operating in Saudi Arabia, UAE, and Egypt via e-commerce and physical showrooms, offering gold, diamond, lab-grown, and fashion jewelry across its L'azurde, Instyle, Miss L', and Waves sub-brands.
- Company typePrivate
- Founded1980
- HeadquartersRiyadh, Saudi Arabia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Lazurde firmographics
Firmographics- Name
- Lazurde
- Legal name
- L'azurde
- Website
- https://lazurde.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- L'azurde is a Saudi-headquartered premium jewelry retailer operating in Saudi Arabia, UAE, and Egypt via e-commerce and physical showrooms, offering gold, diamond, lab-grown, and fashion jewelry across its L'azurde, Instyle, Miss L', and Waves sub-brands.
- Ownership category
- akta.pro rank
Lazurde industry classification
Industry- Product category
- Fine Jewelry Retail
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Fine Jewelry Sets & Collections (Parures/Matched Sets) (CRAKAAAF)
- akta.pro secondary industries
- Custom Bridal & Engagement Design (CRAKAHAB), Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Statement & Trend Jewelry (CRAKABAB)
Keywords
Where Lazurde is headquartered
LocationHeadquarters
- HQ city
- Riyadh
- HQ country
- Saudi Arabia
- HQ region
- Middle East
Offices4 records
Markets served
Lazurde business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Jewelry Retail Sales: One-time product sales of jewelry items including gold, diamond, and fashion jewelry. Products are sold at various price points ranging from budget-friendly cubic zirconia pieces to premium 18K and 21K gold and diamond jewelry. Revenue is generated through direct consumer purchases both online and in physical store locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Diamond Jewelry - Premium price range |
| Unit Pricing | Pay-as-you-go | Gold Jewelry - Mid to premium range |
| Unit Pricing | Pay-as-you-go | Fashion Jewelry - Entry to mid range |
| Hybrid | Monthly | Installment Payment Plans |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Lazurde product offering
Product offeringCore offering
L'azurde designs and retails gold jewelry (18K and 21K), diamond jewelry, lab-grown diamond jewelry, and fashion jewelry (cubic zirconia, colored stones, gold-plated and silver pieces), organized under its core L'azurde brand and three sub-brands — Miss L' (monthly new collections), Instyle (glamorous colored-stone pieces), and Waves (gold-plated and silver fashion pieces). Products cover rings, necklaces, pendants, bracelets, anklets, earrings, engagement rings, and bridal sets, sold through lazurde.com and physical showrooms across Saudi Arabia with installment payment options.
Product overview
L'azurde is a premium jewelry company operating as a unified e-commerce platform and retail brand in Saudi Arabia. The portfolio comprises the core L'azurde brand alongside three sub-brands: Miss L' (trendy monthly collections), Instyle (glamorous colored stones), and Waves (fashion jewelry in gold-plated and silver). The main product categories include Diamond Jewelry (crafted in 18K gold with various cuts), Gold Jewelry (available in 18K and 21K in yellow, white, and rose gold), Fashion Jewelry (cubic zirconia, sterling silver, pearls, enamel pieces), Engagement & Bridal Jewelry (solitaire, twin, eternity rings, wedding bands), and Lab Grown Diamonds (ethical alternative diamonds). Products are sold through the company's e-commerce website with online payment integration and physical store locations across KSA.
Differentiator
Problem solved
Functional benefit
Brands
- Miss L': A brand offering new collections every month, featuring trendy and fashionable jewelry pieces for life's special moments.
- Instyle
- Waves
Products and services
- L'azurde (Core Brand) The flagship L'azurde label offering luxurious gold, diamond, and gemstone jewelry for women in Saudi Arabia, including necklaces, pendants, rings, earrings, bracelets, and anklets across the diamond, gold, fashion, engagement, and lab-grown diamond categories.
- Diamond Jewelry Collection Fine diamond jewelry collection featuring rings, necklaces, bracelets, and earrings crafted in 18K gold with various diamond cuts including marquise, oval, square, pear, and cushion, priced from approximately SAR 1,000 to SAR 16,450.
- Gold Jewelry Collection Gold jewelry collection available in 18K and 21K gold in yellow gold, white gold, and rose gold variants, including necklaces, rings, earrings, and bracelets, with pricing dependent on gold weight and design complexity.
- Fashion Jewelry Collection Trendy fashion jewelry featuring gold-plated pieces, sterling silver, cubic zirconia, colored stone, enamel, and pearl jewelry at accessible price points starting from approximately SAR 725, targeted at style-conscious consumers.
- Engagement & Bridal Jewelry Engagement and bridal jewelry assortment including solitaire rings, twin rings, eternity rings, and wedding bands, designed for brides and wedding parties seeking coordinated pieces for engagements and weddings.
- Lab-Grown Diamonds Collection Ethically sourced lab-grown diamond jewelry offered as an alternative to natural diamonds, positioned to deliver equivalent quality and brilliance with a different sourcing profile.
- Miss L' Sub-brand A trend-focused sub-brand offering new jewelry collections every month targeting consumers seeking stylish pieces for life's special moments and gift-giving, with its own physical stores.
- Instyle Sub-brand A glamorous sub-brand featuring trendy gold and colored stone jewelry pieces aimed at fashion-forward consumers.
- Waves Sub-brand A fashion jewelry sub-brand offering gold-plated and silver jewelry pieces with contemporary designs, targeting value-conscious consumers seeking quality fashion jewelry at moderate price points.
Companies that use Lazurde
Customer profileSegments4 records
Ideal customer profiles4 records
Lazurde technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Lazurde partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- TamaracoreTamara provides buy-now-pay-later installment payment services, allowing customers to purchase jewelry with interest-free installment plans up to 12 months. This partnership enables L'azurde to offer flexible payment options, reducing the barrier to purchasing premium jewelry items.
- TabbycoreTabby offers interest-free installment payments (4 payments) for L'azurde customers, enhancing purchase accessibility for premium jewelry products. This BNPL partnership helps convert price-sensitive customers who may not afford full upfront payments.
- InstyleflagshipInstyle is L'azurde's trendy fashion jewelry sub-brand offering gold and colored stones at accessible price points. This brand partnership extends market reach to fashion-conscious consumers seeking trendy pieces.
- Miss L'flagshipMiss L' is L'azurde's monthly collection sub-brand celebrating life's moments. The brand targets gift buyers and offers new collections monthly, providing fresh product offerings and emotional marketing positioning.
- WavesflagshipWaves is L'azurde's fashion jewelry sub-brand offering gold-plated and silver jewelry pieces. The brand serves value-conscious consumers seeking quality fashion jewelry at moderate price points.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Lazurde competitors and assessment
Company assessmentDirect peers
- Joyalukkas: Major Indian-origin jewelry retailer with substantial KSA and UAE presence offering gold, diamond, and bridal jewelry. Directly comparable multi-country MENA footprint, omnichannel model, and gold-jewelry-led assortment that mirrors L'azurde's core offering.
- Damas Jewellery: UAE-headquartered jewelry retailer with strong Middle East presence across gold, diamond, and fashion jewelry. Comparable multi-brand strategy, GCC showroom footprint, and bridal/occasion-driven merchandising targeting the same regional consumer.
- Liali Jewellery: UAE-headquartered regional jewelry chain with GCC showroom presence offering gold, diamond, and bridal jewelry. Directly comparable mid-sized regional peer with similar omnichannel positioning and MENA market focus.
- Malabar Gold & Diamonds: India-headquartered jewelry chain with extensive GCC showroom network including Saudi Arabia. Competes directly with L'azurde in gold and diamond bridal/gifting jewelry through multi-brand, omnichannel retail across the same MENA consumer base.
- Pure Gold Jewellers: UAE-based jewelry retailer operating showrooms in Saudi Arabia and other GCC markets with gold and diamond jewelry assortments. Directly comparable regional peer targeting the same bridal, gifting, and luxury occasion-driven demand.
Broad incumbents
- Tiffany & Co. Global luxury jewelry benchmark under LVMH with selective MENA presence in Dubai and Riyadh. Comparable in premium diamond and bridal jewelry positioning that L'azurde competes against at the high end, though Tiffany operates as a single global luxury brand.
- Tanishq: Titan Company's flagship jewelry brand and India's largest jewelry retailer, expanding into GCC markets including UAE. Comparable in gold and bridal assortment depth, brand-building approach, and omnichannel capability, though its primary market is India.
- Cartier: Global luxury jewelry and watch maison under Richemont with established MENA boutique presence. Comparable at the ultra-premium end of the bridal and fine jewelry market where L'azurde's core L'azurde brand competes, though Cartier is part of a broader luxury conglomerate portfolio.
- Pandora: Global Danish jewelry brand with extensive MENA retail presence through franchisee-operated stores. Comparable fashion-jewelry and charm-category positioning that overlaps with L'azurde's Waves and Miss L' sub-brands, though Pandora operates with a global brand model rather than regional multi-brand.
- Swarovski: Global crystal and fashion jewelry retailer with significant MENA presence through owned stores and department-store distribution. Comparable in affordable-luxury fashion jewelry category overlap with L'azurde's Instyle and Waves sub-brands, though Swarovski is a single global brand without regional multi-brand architecture.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Lazurde social profiles
Digital presenceLazurde financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lazurde leadership team
Management profileNumber of profiles
Profiles1 record
Lazurde funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lazurde M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lazurde
What does Lazurde do?
L'azurde designs and retails gold jewelry (18K and 21K), diamond jewelry, lab-grown diamond jewelry, and fashion jewelry (cubic zirconia, colored stones, gold-plated and silver pieces), organized under its core L'azurde brand and three sub-brands — Miss L' (monthly new collections), Instyle (glamorous colored-stone pieces), and Waves (gold-plated and silver fashion pieces). Products cover rings, necklaces, pendants, bracelets, anklets, earrings, engagement rings, and bridal sets, sold through lazurde.com and physical showrooms across Saudi Arabia with installment payment options.
Is Lazurde a public or private company?
Lazurde is a private company. It is classified as unknown and is currently operating.
When was Lazurde founded?
Lazurde was founded in 1980. It employs 1,001 to 5,000 people.
Where is Lazurde based?
Lazurde is headquartered in Riyadh, Saudi Arabia, in the Middle East region.
How does Lazurde make money?
One revenue line is on record: jewelry Retail Sales.
Who are Lazurde's main competitors?
Direct peers on record are Joyalukkas, Damas Jewellery, Liali Jewellery, Malabar Gold & Diamonds and Pure Gold Jewellers. Broad incumbents are Tiffany & Co., Tanishq, Cartier, Pandora and Swarovski.
Does Lazurde have an API?
No public API is recorded for Lazurde.
What industry is Lazurde in?
Lazurde's product category is Fine Jewelry Retail. Its primary akta.pro industry code is CRAKAAAF, Fine Jewelry Sets & Collections (Parures/Matched Sets), with a secondary code of CRAKAHAB, Custom Bridal & Engagement Design. Its NAICS code is 458310 and its SIC code is 5944.