Luxury with Soul: A Saudi Vision for the World
In an era where luxury is being redefined, Yasmeen Alshathry is one of Saudi Arabia’s most compelling voices. As the founder and CEO of CLÉ, Yasmeen blends heritage and innovation, bringing to life a deeply curated experience that reflects a new era of Saudi identity—refined, personal, and globally aware.
She isn’t simply building a business. She’s building a philosophy: that luxury is not just a product — it’s a lived experience.
From Riyadh to London—and Back Again
Born and raised in Saudi Arabia, Yasmeen’s story bridges continents and cultures. After earning her B.A.Sc. in Psychology from the University of Westminster, she went on to complete an MSc in Psychology of Education at UCL—two experiences that deeply informed her understanding of human behavior, perception, and storytelling.
These skills became central to her brand-building journey, especially as she transitioned into the luxury goods space. For Yasmeen, it was never just about aesthetics—it was about emotional resonance, cultural context, and meaningful connection.
The Spark: A Mechanical Watch and a Shared Bond
Yasmeen’s journey into the world of fine watches and jewelry began with something simple, yet deeply personal: her father’s mechanical timepieces. As a teenager, she developed a profound appreciation for the craftsmanship and symbolism behind every tick of the dial.
This early love grew into a passion—and ultimately a business.
“When you share a common interest with your role model, especially as a young girl—it stays with you,” she said.
That spark would evolve into CLÉ, launched in 2013 to serve discerning collectors in the GCC looking for something more than the transactional luxury experiences of the past.
CLÉ: Where Every Detail Tells a Story
Today, CLÉ is one of Saudi Arabia’s most distinctive luxury platforms, known for its refined curation of independent fine watches and high jewelry. Its newly opened flagship, CLÉ: THE GALLERY at VIA Riyadh, redefines what it means to shop for luxury.
More than a store, it feels like an art salon—a living room where visitors are invited to experience beauty slowly, thoughtfully, and with reverence. Yasmeen explains:
“Our vision was to create an intimate gallery that feels like home. Where clients can build a relationship not only with our products, but with the stories and ideas behind them.”
Every piece in CLÉ is hand-selected for its craftsmanship, elegance, and individuality. Clients don’t just buy jewelry—they collect meaning.
A Leader Beyond the Showroom
Yasmeen’s work extends far beyond retail. From 2019 to 2022, she served as a Senior Specialist for International Partnerships & Programs at Saudi Arabia’s Ministry of Culture, helping position the Kingdom on the global stage.
She is also the founder of Far From Mainstream, a luxury consultancy that offers strategic insights and branding expertise to emerging and established luxury businesses in the region.
Her strategic acumen is matched by her credibility: Yasmeen is a certified GPHG Academy Member—one of the highest honors in the world of fine watchmaking—and a Women Innovators Win (WIn) Fellow, recognizing her leadership in the regional entrepreneurship ecosystem.
A New Standard for Luxury in the Middle East
Yasmeen’s work is part of a wider movement: the emergence of Saudi-founded luxury brands that reflect local identity while holding global appeal.
Where traditional luxury once meant exclusivity and European heritage, CLÉ redefines it with intimacy, storytelling, and curated elegance. Yasmeen understands that today’s luxury consumers—especially in the GCC—are well-informed, emotionally driven, and seeking brands that speak to their values.
“The future of luxury is personal. It’s cultural. And it’s conscious,” she affirms.
Looking Ahead: A Cultural Force in the Making
As Saudi Arabia undergoes rapid transformation under Vision 2030, Yasmeen Alshathry stands as an icon of what’s possible: a woman shaping global conversations through Saudi values, leading with both precision and heart.
Her next chapters include expansion across the region, immersive brand activations, and educational collaborations to introduce younger Saudis to the rich heritage behind luxury craftsmanship.
Final Reflections
Yasmeen Alshathry is not just a business leader. She’s a cultural curator, a brand strategist, and a voice for modern elegance in the Arab world. With CLÉ, she is building a bridge between past and present, East and West, memory and material.
And in doing so, she’s crafting more than jewelry and watches—she’s crafting legacy.
