Ten years ago, Saudi fine jewellery house Charmaleena introduced a collection that would come to define its spirit: My Heart. With its modern geometry, emotional resonance, and unmistakable elegance, the collection was more than a debut—it was a declaration. Now, a decade later, My Heart remains one of the maison’s most beloved signatures, as expressive today as it was on its first sketch.
Crafted in 18k gold and adorned with natural diamonds and gemstones—malachite, lapis lazuli, turquoise, coral, and mother-of-pearl in soft white and smoky grey—each piece tells a story of love, identity, and connection. The colours are not arbitrary; each one carries its own symbolism, allowing the wearer to choose a hue that resonates with their personal journey. Whether it’s turquoise for clarity or coral for vitality, My Heart is designed to reflect who you are—and who you’re becoming.
What makes the collection enduring is its blend of refined craftsmanship and heartfelt meaning. From the now-iconic heart-shaped earrings and rings to the necklace pendants that open to reveal diamonds on both sides, the designs invite personalisation and self-expression. They’re intended not only to be worn but to be lived in, layered, gifted, and passed on. Modern heirlooms, with soul.
To commemorate its tenth anniversary, Charmaleena has introduced limited-edition colours and seasonal summer releases, along with the option of custom engraving—a detail that turns each piece into a keepsake. Available both online and in-store, these updates maintain the house’s commitment to craftsmanship while evolving with the pace and poetry of its clientele.
At its core, My Heart is more than jewellery. It’s a talisman of love and resilience, a celebration of friendship, a reminder to open up—not just to others, but to oneself. “This collection has always been close to our heart,” say co-founders Hala and Leena Elkhereiji. It’s a sentiment woven into every design, echoing their vision for jewellery that carries meaning, memory, and beauty in equal measure.
In an industry often preoccupied with spectacle, Charmaleena remains devoted to storytelling. The My Heart collection is a testament to that ethos—rooted in intention, elevated by design, and cherished for the emotion it evokes.
The My Heart collection has also become a quiet yet powerful symbol of the evolving identity of Saudi luxury. Charmaleena, founded and led by sisters Hala and Leena Elkhereiji, has helped redefine what it means to wear fine jewellery in the region—centred not solely on opulence, but on personal meaning, craftsmanship, and emotional depth. The success of My Heart reflects a growing appetite for pieces that are as expressive as they are elegant, pieces that speak not only of style but of soul.
This year’s anniversary designs further explore that interplay between sentiment and sophistication. While the forms remain unmistakably modern—with clean lines and sculptural balance—there’s an intimate softness to each piece. The new seasonal tones feel at once contemporary and timeless, capturing the joy of self-celebration. Whether chosen as a meaningful gift or a personal milestone, each design serves as a gentle declaration of self-worth and authenticity.
Equally notable is Charmaleena’s commitment to experience. From online browsing to boutique appointments, the process of choosing a My Heart piece feels deeply intentional. The addition of custom engraving elevates that connection, inviting wearers to inscribe a memory, a word, or a message that becomes part of the jewel itself. In a fast-paced world, this act of choosing—slowly, deliberately, emotionally—feels like an act of resistance, a return to meaning.
As My Heart enters its second decade, it stands not only as a jewellery collection but as a narrative. A story of two sisters, of a Saudi vision, of jewellery that listens as much as it dazzles. In an age of fleeting trends, Charmaleena reminds us that beauty rooted in feeling never goes out of style.
