Princess Noura Bint Faisal Al Saud has been announced as the new CEO of JAY3LLE.
Image credit: Princess Noura Bint Faisal Al Saud / Instagram
The luxury brand was co-founded by fashion designer and entrepreneur Johan Lindeberg and his daughter Blue. The new appointment marks a strategic shift as the label relocates its operations from Sweden and the US to Riyadh, Saudi Arabia.
With Princess Noura’s background in building Saudi Arabia’s national fashion strategy and founding the creative consultancy Culture House, her leadership signals that JAY3LLE aims to root itself in the Kingdom both culturally and corporately, while still targeting a global audience. Under her stewardship, the brand intends to continue its “item-by-item” release philosophy rather than following traditional seasonal cycles, using key pieces, like its debut ballet flat or the recent golf capsule with adidas, as defining moments of creative expression.
Discussing the news Johan said “[Blue] and I are honoured to welcome Princess Noura Bint Faisal Al Saud as CEO of JAY3LLE. From Riyadh, we begin a new chapter, building a brand community that celebrates fashion, golf, and desert resort wear, all powered by the energy of a new generation…We are proud to become a Saudi brand and to have our central creative hub in Riyadh.”
