ALULA, Saudi Arabia: The Royal Commission for AlUla (RCU) has signed a Memorandum of Understanding (MoU) with L’ÉCOLE, School of Jewelry Arts supported by Van Cleef & Arpels – a worldwide institution whose mission is to introduce the public to all aspects of jewelry culture. The purpose is to strengthen its strategic partnership in the fields of the jewellery industry, craft education and training, cultural exchange, and knowledge development. This partnership underscores RCU’s efforts to further establish AlUla’s position as a global centre for creative industries and the arts.
The partnership seeks to support the development of the arts and creative industries ecosystem in AlUla and expand creative learning opportunities through the delivery of specialised workshops, professional courses, and knowledge programmes as well as hands-on learning experiences across L’ÉCOLE’s three pillars: jewelry craftsmanship, art history and gemology.
These programmes will be implemented through the expansion of educational initiatives at Madrasat Addeera and the Aljadidah Arts District, drawing on L’ÉCOLE’s educational expertise in jewelry arts, global network, and publishing capabilities. The partnership aims to support professional talent development, refine the skills of artisans, and integrate jewellery arts into AlUla’s broader cultural landscape, contributing to the discovery and growth of local capacities in line with international standards.
Both Madrasat Addeera and the Aljadidah Arts District also serve as visitor-facing cultural destinations, offering immersive experiences that connect education, craft, and heritage within AlUla’s broader tourism and cultural ecosystem.
Representing the Royal Commission for AlUla was Phillip Jones, Chief Tourism Officer, alongside Karim Elayan, Managing Director of Van Cleef & Arpels KSA, and Sophie Claudel, Director of L’ÉCOLE Middle East.
The MoU also includes partnership in academic research, as well as the production and publication of specialised content highlighting AlUla’s craft heritage and cultural identity. In addition, the partnership will explore the development of knowledge platforms that contribute to empowering local artisans at all levels. This includes expanding publishing activities through the translation of educational materials into Arabic and the production of new publications that shed light on AlUla’s rich craft heritage.
Phillip Jones, Chief Tourism Officer: said: “In AlUla, we see tourism as a catalyst for cultural exchange, skills development, and long-term economic value, not simply visitation. This partnership with L’École, supported by Van Cleef & Arpels, brings world class jewellery arts education into our destination ecosystem, strengthening Madrasat Addeera and the Aljadidah Arts District as places where creativity, learning, and heritage converge. By investing in education and craft, we are ensuring that AlUla’s cultural offer continues to evolve in a way that is authentic, globally relevant, and rooted in opportunity for the local community.”
Karim Elayan, Managing Director of Van Cleef & Arpels KSA said: “This agreement between L’ÉCOLE Middle East and The Royal Commission of AlUla aligns with Van Cleef & Arpels’ value of transmission and education, cementing a partnership to spread and share the knowledge of jewelry with the general public in Saudi Arabia.”
Sophie Claudel, Director of L’ÉCOLE Middle East, commented saying: “This partnership is testament to a shared vision and mutual belief that education is one of the world’s most empowering bridges between people. The cooperation between our institutions across borders, reflects a strong commitment to enhance the knowledge and practical learning across the jewelry arts by providing them with unparalleled access to knowledge and expertise in jewelry craftsmanship, art history, and gemology, enabling our youth a promising path to a brighter future.”
Opportunities for organising curated exhibitions, artistic residencies, and cultural exchange programmes will also be explored, further enhancing AlUla’s presence on the global creative stage.
This partnership reflects RCU’s commitment to building a pioneering creative ecosystem, aligned with the objectives of Saudi Vision 2030 to develop the creative economy, foster international cultural cooperation, and empower local communities as part of comprehensive and sustainable development.
