Piaget Brings the Piaget Design Competition to AlUla, Supporting and Celebrating Young Saudi Design Talent

Piaget is proud to announce, in collaboration with the Royal Commission for AlUla (RCU), HEAD – Genève (Geneva University of Art and Design) and Turquoise Mountain, the completion of the 2021 Piaget Design Competition in AlUla, the globally significant boutique heritage and culture destination in north-west Saudi Arabia.

The Piaget Design Competition is an initiative created to support and invest in the artisanal talent of Saudi Arabia’s next generation of creatives. For the past nine years, Piaget has worked with HEAD – Genève on initiatives recognizing and fostering the creativity of students from around the world. In 2021, the Piaget Design Competition comes to Madrasat Addeera in AlUla with the objective of reviving design principles rooted in heritage through mentoring and fostering of local talent. The Piaget Design Competition is the most recent initiative in an already strong and lasting partnership between RCU and Piaget, which showcases the craftsmanship and value of ambitious design that is true to Piaget, in a destination that has inspired and been home to artists for millennia.

Twelve students from Madrasat Addeera in AlUla were called upon to take part in the Piaget Design Competition, with the challenge of designing an inspirational piece of luxury inspired by AlUla’s rich history and natural beauty. A region of Saudi Arabia renowned for its breathtaking and spectacular landscape, AlUla and its iconic landmarks provided the inspiration for each student’s design, while taking cues from the DNA of Piaget, a Maison renowned for jewellery imbued with emotion and refined savoir-faire.

Each student involved in the program received ongoing mentoring from professors from HEAD – Genève, as well as being paired with students from HEAD – Genève, who provided additional mentoring throughout the design process to help take their skills and designs to the next level. In mid-May, at the completion of the design and mentoring process, each of the twelve students presented their work to a panel of judges comprising of representatives from the four organisations involved.

Following the assessment process, the esteemed judging panel determined the top three submissions, with Aysha Musa Al Shalali awarded first place, Ashwaq Saud awarded second place, and Raghad Ayman Arafah awarded third place.

The winning entries were chosen for their poetic sense of design, for demonstrating the skills learned throughout the mentoring process, and for the quality in which their creations reflected the natural beauty and landscape of Al Ula. Al Shalali received particular praise from the judges in relation to her sense of storytelling through design, and the way in which she formed a representation of her family and culture through her work. In second place, Ahwaq Saud received acknowledgment for the graphic, contemporary interpretation of iconic date palms. Lastly, Raghad Ayman Arafah, in third place, was praised in particular for the technical skill displayed through the submission, with contrasting textures between the set stones and surrounding metal. In recognition of their outstanding work, each of the three winners received special awards from Piaget.

As a brand with a strong and consistent sense of corporate social responsibility, Piaget is proud to have played a role in bringing this global design competition to Saudi Arabia, in collaboration with RCU. The competition is intended to have a dual purpose, not only enriching the educational experience of the twelve students involved, but also supporting the visibility and protection of regional craftsmanship. Through world-class mentoring and the lending of Piaget and HEAD – Genève’s experience as leaders in their respective fields, the Piaget Design Competition creates a platform to celebrate the beauty, and further cultivate the creative spirit of AlUla and Saudi Arabia.

Caroline Welch-Ballentine, Director of HR & Sustainability at Piaget, commented about the initiative, “Since 1874, the Piaget family has always valued creativity as a bond between people, and supported its transmission across the generations. Piaget brand values are deeply rooted in corporate social responsibility, and we are proud to play our part in this transformation while also preserving the heritage and history that craftsmanship brings”.

Nora A Aldabal, Arts and Culture Programming Director at RCU said, “The initiative aligns perfectly with the Saudi Vision 2030 and RCU’s recently launched Journey Through Time Masterplan. We intend to create a community of engaged, skilled, inspired locals who will be part of the authentic AlUla story. When the redevelopment of the old girl’s school, Madrasat Addeera, is complete it will be part of an exciting creative arts and culture hub. The Piaget competition has been a phenomenal opportunity for the local students to access the creative talent of a world-leading luxury jeweler”.

ABOUT PIAGET

Piaget epitomizes daring creativity – a quality that has continued to permeate through the Maison since its beginnings in 1874. From his first workshop in La Côte-aux-Fées, Georges-Edouard Piaget devoted himself to crafting high-precision movements in a feat that formed the very foundations of our pioneering name. In the late 1950s, Piaget unveiled the ultra-thin movements that would later become the Maison’s trademark and the cornerstone of the Altiplano collection. As a true innovator of the watch and jewellery world, Piaget strongly believed in creativity and artistic values. It is within the walls of our “Ateliers de l’Extraordinaire” where master artisans continue to harness rare skills that have been preserved and perfected from generation to generation, transforming gold, stones and precious gems into dazzling works of art. Through its pursuit of masterful craftsmanship, the Maison has created emblems of daring excellence channeled into its collections including Piaget Altiplano, Piaget Polo, Limelight Gala, Possession, Sunlight, Piaget Rose and Extremely Piaget.

About the Royal Commission for AlUla

The Royal Commission for AlUla (RCU) was established by royal decree in July 2017  to preserve and develop AlUla, a region of outstanding natural and cultural significance in north-west Saudi Arabia. RCU’s long-term plan outlines a responsible, sustainable, and sensitive approach to urban and economic development, that preserves the area’s natural and historic heritage, while establishing AlUla as a desirable location to live, work, and visit. This encompasses a broad range of initiatives across archaeology, tourism, culture, education and the arts, reflecting a commitment to meeting the economic diversification, local community empowerment, and heritage preservation priorities of the Kingdom of Saudi Arabia’s Vision 2030 programme.

ABOUT HEAD – Genève (GENEVA UNIVERSITY OF ART AND DESIGN)

HEAD – Genève, Geneva University of Art and Design, is one of Switzerland’s leading schools of art and design and its influence is internationally recognised. HEAD features BA and MA programs in Fine Arts, Cinema, Interior Architecture, Space & Communication, Visual Communication, Media and Interaction Design, as well as Fashion Design and Product Design/ Accessory, Jewelry and Watch Design. Created in 2006 from the merger of two two-centuries-old universities, the École Supérieure des Beaux-Arts and the Haute École d’Arts Appliqués, HEAD – Genève draws on a rich cultural and artistic heritage to nurture young creative talent nationally and internationally. Welcoming more than 700 students from 40 different nationalities, its new campus in the heart of an international city fosters interdisciplinary exchanges and collaborations.

ABOUT TURQUOISE MOUNTAIN

Turquoise Mountain was founded in 2006 by HRH The Prince of Wales to revive historic areas and traditional crafts, to provide jobs, skills and a renewed sense of pride. The aim of Turquoise Mountain is to build a sustainable crafts sector, with a rich product portfolio, that reflects high quality and authentic design with a unique appeal to clients across the Middle East and beyond. In addition to crafts training, we also hold workshops on entrepreneurship, branding, production and more, to help artisans develop their work, individually or as small business or cooperatives. Turquoise Mountain and the Saudi Handicrafts Programme at the Saudi Commission for Tourism and National Heritage have embarked on an exciting collaboration to develop crafts markets and support artisans from Saudi Arabia, working to give hundreds of artisans access to new markets and commercial opportunities, while preserving valuable craft traditions. 

ABOUT THE STUDENTS

Piaget Design Competition Participants from the Madrasat Addeera, AlUla

AlAnoud AlOnaizy

Anoud is 24 years old, and graduated from Taibah University with a Language and Translation degree. Since graduating, AlAnoud has worked as a receptionist, though she has always been interested in nature and the beauty of the natural world. “I love hiking, and I have always been curious about the stones in the area. I think there is a huge opportunity to develop jewellery using these stones, and to incorporate them into designs”.

Ashwaq Saud

Ashwaq is 33 years old and graduated from university with a degree in Information Technology and Islamic Studies. She has a passion to learn new skills and loves to add her personal touch in what she makes. She is very determined and when she struggles at something, views it as an opportunity to develop new skills.

Aysha AlShlali

Aysha is 28 years old and graduated from Taibah University with a degree in Mathematics, as well as a diploma in Tourism and Hospitality. Aysha comes from a very artistic family. “Since I was little, I always saw my mother making jewellery using very simple tools, which inspired me. I started an abaya business with my friend. Our designs are inspired from AlUla’s heritage and we use traditional motifs and patterns in our abayas. I would also love to incorporate accessories and jewellery into the designs.”

Ghadeer Al Najdi

Ghadeer is 31 years old and graduated from Taibah University with an Art Education degree. She previously worked as a painter and jewellery maker, as well as a makeup artist, and comes from a family who love and appreciate creative arts. Ghadeer participated in several exhibitions in AlUla, but she stopped painting after she had her first child. “Three years ago I felt that I needed to improve myself and get back to my craft, so I started taking online courses and painting again.” She also loves interior design and practices it in her free time. “Ultimately, I hope to generate income through my creative work and become financially Independent.”

Hanan Al Blowi

Hanan is 22 years old and graduated from Taibah University with a degree in Language and Translation. As a child, Hanan would go camping with her father in AlUla and collect stones. “One day, my dad found a big green stone and gave it to me. It meant the world to me. I started watching online tutorials to help me make and design jewellery and last year, I participated in AlUla’s Tantora festival.” Hanan hopes to work to develop her skills, particularly in manipulating and working with metal. “One day, I want to own a brand that reflects the beautiful natural elements of AlUla”.

Najwa Al Blowi

Najwa is 39 years old and holds an Information Technology degree. She has a great passion for handicrafts, particularly beading and painting. Najwa undertook some online courses in the past, but found them challenging and prefers face-to-face training. “I have loved crafts since my early childhood, but there were no training opportunities at the time,” Najwa explains. 

Raghad Arafa

A recent graduate from Taibah University with a degree in Fashion and Jewellery Design, Raghad is the daughter of an artist in AlUla. She says, “I have very smart hands – they remember everything! I used to cut my old jewellery

pieces and remake them with my own designs. One day my mother saw my work and she was so proud. She was the first one to tell me that I could become a professional designer one day.” After graduating, Raghad struggled to find opportunities or platforms to continue her work – “there is little mentorship in this field. For example, how do I set up my own workspace? This is why programs like this are so important. They help us start our projects.” Presently, Raghad and her mother have an online bakery shop, but she ultimately hopes to create her own jewellery brand and to compete internationally.

Reem AlOnaizy

Reem is 39 years old and holds an Art Education degree from Tabuk University. She lives in AlUla and used to travel to Tabuk every week to attend school. A mother of three, Reem has a great passion for handicrafts. She loves to decorate using woodwork. Reem explains “my family used to decorate on special occasions, mostly using wood and glass.” Reem’s ambition is to be financially independent. 

Ruba Abu Al Hasan

Ruba is an outgoing 23 year old who graduated from Taibah university with a degree in Information and Technology. She says, “My entire life, I have always wanted to try new experiences and some people could not understand that – but I did not listen to them! I even wanted to enrol in aviation school. I believe in myself and I know I can become a pilot if I want to. One day she hopes to earn her masters in Cybersecurity. Ruba has no previous experience in jewellery making, but says she always wants to try new things. She describes herself as a “quick learner and I think I will be a great designer.”

Waad Abu Shqair

Waad is 28 years old and holds an Arabic Language degree from Taibah University. Since elementary school, Waad has had a great passion for jewellery making and she says she would love to expand her skills. “My grandmother is a master artisan in beading and she taught me the basics,” Her ambition after completing the workshop is to start her own business. “I am very happy that AlUla is opening its doors to tourism, and I would love to take part in presenting our culture to tourists.

Ibrahim Al Huwaiti

Ibrahim is 20 years old with a high school degree, who also hopes to earn another diploma. He is ambitious, with the hope to become financially independent. He says “I have no experience with craft, but I am very excited to try jewellery making. I want to find something to help me earn a living – not just a hobby.”

Abdelbaree Al Huwaiti

Abdulbaree is 24 years old, and a graduate of Islamic Studies from Taibah University. He is passionate about cars and often volunteers in the local mechanic workshop in his spare time. Abdulbaree says, “My mother is a palm weaver and she inspires me to work with my hands. Ultimately, I want to find something that can help me make a living.”