At Charmaleena, every piece begins with a story - rooted in Saudi, crafted with love, and designed to carry meaning. The house reimagines symbols of Saudi heritage, from the golden palm tree and Swords of Love to Arabic calligraphy and coloured natural stones, in ways that feel modern, refined, and personal. Authenticity lies at the heart of every creation, celebrating Saudi culture not only on National Day but every day. This year, Charmaleena marks National Day with new drops, including a special Swords of Love bracelet. Earlier, it celebrated ten years of My Heart with a limited turquoise edition. Looking ahead, a collaboration with the Cultural Development Fund will showcase Saudi craftsmanship during Riyadh Fashion Week, celebrating creativity and storytelling.