From Vision to VIA: Inside the Indulge In Luxury Pop-Up in Riyadh
When I launched Indulge in Luxury, I had global expansion on the vision board — but never imagined it would arrive in the form of an invitation to join 22 other prestigious boutiques in one of the most ambitious luxury developments in the world: VIA Riyadh.
And yet, in under four weeks from receiving the call, I was on a flight to Saudi Arabia, preparing to open our first-ever international pop-up.
What happened next changed everything.
A Golden Opportunity
The invitation to open at VIA Riyadh wasn’t just a business opportunity — it was a validation of our work. During our first Zoom call, the team behind the development told me they had heard glowing feedback about Indulge in Luxury and what we were doing in the sourcing space.
To be included alongside names like Elie Saab felt surreal. It wasn’t something I had planned for, but it aligned perfectly with my vision to elevate our global reach and create deeper access to rare Hermès, fine watches, and high luxury.
And the timing couldn’t have been better. Riyadh was thriving, the luxury appetite was growing, and crucially, there was no in-person Hermès boutique outside of perfumery. I already had clients in the region. Now, I had a platform to meet them in person and welcome new collectors into the fold.
Designing the Boutique Experience
VIA Riyadh itself is extraordinary — a space grounded in the Salmani architectural tradition, built on values of authenticity, continuity, and human-centric design.
I knew I wanted our boutique to feel like a seamless extension of that. A curated, modern-luxury experience infused with warmth, elegance, and accessibility. A place where Saudi nationals and expats alike could experience rare pieces up close and feel personally welcomed by me and my team.
We styled the space in collaboration with the site project manager, using soft lighting, neutral tones, and elegant display cases including a hero pedestal for one of our most show-stopping pieces: an Hermès Constance 24 in Marquetry Alligator Mississippiensis.
But more than aesthetics, it was the energy I wanted to get right. And that energy became our calling card.
The Boutique Became a Destination
Clients didn’t just stop by to browse, they stayed. They lingered. They came back. We shared stories over Arabic coffee in the VIP suite. I greeted long-time clients I’d only known online. One woman FaceTimed me from Paris while her husband picked up her bag in-store. Another group of Saudi women told me they were proud to see a hijabi woman from Australia being featured as one of the 23 boutique founders at VIA.
And then, there was the royalty, one Prince in particular who wandered in looking for Hermès Chypre sandals, casually mentioned he was a Prince, and left with several sourcing requests and a personal delivery from me the following week. What started as coffee became full wardrobe curation, and I’m honoured to now call him a VIP client.
How We Pulled It Off (In Under 4 Weeks)
From the day we were invited to the day we opened, I had less than a month to prepare — and I don’t say this lightly: it was one of the most intense yet rewarding projects of my career.
We secured Hermès, Goyard, and fine watches via our sourcing network, including consigned exotics, Rodeo charms, and accessories. We created a digital catalogue so clients could browse our sourcing capabilities and place custom requests in real time. We booked a hotel directly across the road from VIA, where my team and I essentially lived and worked around the clock.
Every detail, from packaging to brochure design was touched with the care and precision we bring to our private sourcing work.
And the response? Immediate.
Client Response & Regional Insights
Riyadh clients were engaged, warm, and refreshingly direct. Some wanted instant access with no waitlists. Others were more considered, preferring time to explore. In both cases, our concierge-style approach was appreciated.
I was particularly touched by the level of respect, curiosity, and support shown — from local billionaires who quietly introduced themselves before our launch, to influencers who interviewed me for their Snapchat channels, to clients who’ve since become close friends and loyal repeat buyers.
And while we couldn’t feature every high-profile piece publicly, some notable private requests included:
Hermès B25 Blue Jean Togo GHW
Birkin 30 Colormatic Nata GHW
Constance 18 in Nata GHW
Chanel Classic Flap (Medium, Black, GHW)
Plus: full wardrobe curation from Loro Piana, Loewe, and Celine RTW
What This Experience Taught Me
Personally, it showed me how much I could achieve in a short time, with the right team and mindset. Professionally, it reinforced that Indulge in Luxury doesn’t just offer access — we offer belonging. People felt seen in our space, and I felt it back tenfold.
I left Riyadh with deeper insights, new lifelong clients, and a sense of clarity about where Indulge in Luxury is headed next.
Would I do it again? Absolutely.
Final Thoughts
The Riyadh pop-up wasn’t just a boutique. It was a bridge — between continents, cultures, and collectors. A reminder that luxury, at its best, is deeply human. And a powerful step in what I now know is a much bigger story.
To everyone who walked through those doors, thank you.
You made it unforgettable.
Sahar
Founder, Indulge in Luxury
