Imagine a luxury jewelry collection born from the sands of time and the walls of an ancient hotel. That's exactly what's happening with Eéra's latest release. But what is it about AlUla, Saudi Arabia, and the Dar Tantora The House Hotel that sparked such creativity?
The Milan-based fine jewelry brand Eéra, helmed by founders Romy Blanga and Chiara Capitani, is dropping a capsule collection directly inspired by – and unveiled at – the stunning Dar Tantora The House Hotel in AlUla. This isn't just a product placement; it's a fusion of art, culture, and landscape. AlUla, with its breathtaking ancient archaeological sites, historic towns, and dramatic natural wonders, has become a magnet for tourists seeking unique experiences.
Eéra's new collection is a love letter to this landscape. Blanga and Capitani have reimagined their iconic designs, bathing them in warm, earthy hues and sandy tones that echo AlUla's striking rock formations, vast deserts, and vibrant oases. Think of it as wearable desert sunsets.
The limited-edition range features reimagined versions of Eéra's signature pieces. Look out for the Reine pendant, available in various materials and paired with cords in an array of shades. The beloved Chiara earrings, crafted from white gold and diamonds, are now presented in captivating blue and tangerine colorways. And the Key style bursts forth in a vibrant palette of blue, orange, pink, brown, and anthracite. To complete the collection, two nylon Moon Bags in eye-catching orange and green add a touch of contemporary flair.
The pieces will be showcased in situ at the Dar Tantora The House Hotel, allowing guests to experience the collection in its inspirational birthplace. A simple QR code will allow guests to purchase the collection directly from Eéra's e-commerce platform, making it available exclusively online starting Monday. Prices range from €620 for the Reine pendant in 925 silver to €2,710 for the 18-karat yellow gold version, and up to €4,550 for the gold version adorned with pavé diamonds.
"Our first stay in AlUla was like stepping into the world we had imagined for this collection," said Capitani, highlighting the profound impact of the location. Blanga added, "The timeless beauty of Dar Tantora The House Hotel, its natural palette and sense of heritage perfectly reflect Eéra’s values: bold design rooted in enduring craftsmanship."
So, what makes Dar Tantora The House Hotel so special? It's an eco-resort that seamlessly blends traditional architecture with modern design. It comprises 30 'Dars,' historic local mud-brick and stone houses meticulously restored under the guidance of Egyptian architect Shahira Fahmy. This commitment to preserving the original ethos of the place is key.
Located near the AlJadidah arts and shopping district, as well as cultural landmarks like Hegra and Elephant Rock, the resort goes above and beyond to offer a personalized experience. Guests can select a custom scent for their Dar, curate an in-room vinyl selection based on their musical tastes, enjoy a bespoke dinner under the stars crafted by Michelin-starred Chef Jaume Puigdengolas, or participate in cooking classes that explore local culinary traditions. The hotel boasts a packed calendar of daily, weekly, monthly, and seasonal events that invite guests to immerse themselves in the local culture and connect with the AlUla community. From experiential tours of the Old Town to breadmaking sessions, Arabic calligraphy and ancient engraving workshops to pottery classes and lessons in chess and carrom, there's something for everyone.
Dar Tantora The House Hotel is part of the Kerten Hospitality Group, which manages and operates a diverse portfolio of hospitality projects, including hotels, serviced apartments, commercial spaces, and food and beverage concepts. Giacomo Nicolodi, marketing and communications director at Kerten Hospitality Group, emphasizes the importance of partnerships in creating unique destinations. "Our collaboration with Eéra is a celebration highlighting not only the designs of this fantastic brand, but also the unique beauty of AlUla. It is the union of culture and creativity, an invitation to experience the richness of both worlds."
While this marks Eéra's first capsule collection in the Middle East and their first collaboration with a hospitality brand, Blanga and Capitani are no strangers to limited-edition lines. In May 2021, they created a vibrant pink and silver metal pop-up store in Ibiza in partnership with Studio Boum, using pre-existing materials sourced locally. This pop-up featured a range of Tokyo earrings and pendants in colorful dégradé effects inspired by the island's crystal-clear waters and sunset hues, as well as a canvas version of the Moon Bag with distinctive snap hook accents.
This was followed by Eéra's foray into design with the Mani initiative, supporting artisans whose creativity aligned with the founders' vision. This evolved into the Casaeéra lifestyle project, unveiled during Milan Design Week last year, showcasing limited-edition pieces made in collaboration with 10 international artists, including glassware, paintings, vases, and carpets. In October 2024, the capsule collection “Through Chrome Reflections” marked a further step forward: for London Art Week 2024, the brand partnered with Italian furniture company Secolo to reimagine its key pieces, such as armchairs, coffee tables and mirrors.
Blanga and Capitani launched Eéra in 2019, driven by a desire to modernize jewelry and create bold, contemporary heirlooms from precious materials. Their primary inspiration was a utilitarian snap hook discovered in a vintage store in Tokyo, which became the cornerstone of their first collection of earrings. This design, which transformed an everyday object into a precious piece using neon colors and diamonds, quickly gained attention. The founders leveraged their own Instagram followings and those of their influential friends, generating significant visibility and buzz. Since then, Eéra has expanded its collection to include chunky cuffs, bangles, sculptural earcuffs, chokers, rings, and bags.
But here's where it gets controversial... Some might argue that collaborations like this risk blurring the lines between art and commerce. Is this a genuine artistic expression, or simply a calculated marketing move? And this is the part most people miss... Does the focus on luxury jewelry detract from the cultural significance of AlUla itself?
What do you think? Is this collaboration a brilliant fusion of art and travel, or a potentially problematic example of luxury brands capitalizing on cultural heritage? Share your thoughts in the comments below!
