Business & Money | Sunday 31 May, 2015 2:22 pm |

L’azurde organized an orientation visit to their Riyadh factory in the Second Industrial City, for a delegation from the Kuwaiti Union for Gold and Jewelry Traders. The delegation participated in a training course organized by the Saudi Ministry of Trade and Industry, during the second quarter of 2015.
The delegation was accompanied by a number of officials and inspectors from the Ministry. It was received by Mr. Selim Chidiac, L’azurde’s CEO and Mr. Ayman Al Haffar, the Executive General Manager of the Company.

The delegation was given demonstrations of the most advanced technology used by L’azurde’s for the manufacturing of gold and jewelry. This included equipment for cutting and carving with laser; manufacturing with the aid of 3-D printing; computerized jewelry design programs and electroforming. This was alongside a variety of other procedures for accurate and high-quality design, using state-of-the-art CNC technology and flexible procedures for producing designs using “Hollow” technology, resulting in attractive and lightweight designs in line with the demands of the market.

In this context, L’azurde’s CEO Selim Chidiac said: “L’azurde always strives to realize its tradition of continual innovation. We are distinguished by a philosophy of transfer of skills. Thus, we rely on our experienced staff to transfer their skills and abilities to a younger generation of L’azurde employees. This maximizes the availability of young Saudi talent in this important sector of the Kingdom’s economy.

“The company likewise continually invests in research and development in order to obtain the most advanced technology to facilitate improvements in quality. This allows us to design and produce some of the most outstanding lines in fashion; and create phenomenal jewelry”.
Ayman Al Haffar added: “It makes us very proud that our products are Saudi products, made by Saudi hands. In order to achieve this, we in L’azurde believe in the importance of developing the performance of gold and jewelry salesman, particularly among young Saudis. This allows them to develop into experts in all aspects of the jewelry industry. Our efforts at L’azurde have culminated in the presence of 250 male and female Saudi employees who excel in their knowledge of L’azurde products. Thus, we have come a long way since our modest beginnings when we first opened a workshop in the Kingdom in 1980.

This heritage allows L’azurde to lay claim to the status of being the world’s fourth largest factory for jewels in the world. The Arabic edition of Forbes magazine has recognized us as one of the most famous brands in the Arab world, according to a study recently undertaken by the magazine. Also, the L’azurde brand was recently chosen among the 80 foremost Saudi brands, according to a poll undertaken by the specialist economic Business Corner magazine in 2014.

L’azurde also obtained the 2007: 18001 OHSAS standard, awarded by the British Standards Institute (BSI) - yet another addition to L’azurde’s record of global achievements. This is along with the ISO9001:2008 International Quality Management Standard; as well as being the first company in the Middle East region to be recognized by the London Bullion Market (LBMA) and the inclusion of its name on the esteemed LBMA list for quality since 1 July 2010.