L'azurde Company for Jewelry has announced the appointment of Adnan Al-Khalaf as its new Chief Executive Officer (CEO), with immediate effect.  

Announcing the appointment, the company said, “L'azurde Company for Jewelry has appointed Adnan Al-Khalaf as CEO and Managing Director following the approval of the company’s Board of Directors on 16 Ramadan 1446, corresponding to 16 March 2025.”  

In his new role, Adnan brings a wealth of leadership experience across key sectors in Saudi Arabia. Most recently, he served as the CEO of Leejam Sports Company since 2023. He has also been a board member of L’azurde and the Riyadh Chamber of Commerce & Industry since 2024.  

Previously, Adnan held leadership positions with STC Channels as Vice President, channels by stc – Bahrain as an Executive Committee (ExCom) Member, and Saleco Saudi Arabia as Vice President of Sales. He also served as a Board Member at Sale International, Executive Managing Director at Arabian Oud, and CEO of Twaik Group. Additionally, he has been a key advisor to the boards of Al-Ewan Medical Company and Al Arrab Contracting Company.  

On the academic front, Adnan holds an Executive MBA from Al Yamamah University and a Master’s in Executive and International Business Administration from INSEEC Grande École. He has also completed the Mobilizing People program at the International Institute for Management Development (IMD), along with key leadership programs at Harvard Business School Executive Education, the Massachusetts Institute of Technology, and Washington State University. He is also a Certified Director, accredited by the GCC Board Directors Institute.  

Adnan succeeds Ihab Ibrahim, who was appointed Acting CEO after Sélim Chidiac stepped down from the CEO role in October last year. Sélim, who held the position since 2010, played a pivotal role in driving the company's growth—achieving USD 500 million in revenue, managing 2,000 employees, 80 retail locations, and 1,400 wholesalers. He successfully led a major turnaround and the IPO of a leading jewelry manufacturing, wholesale distribution, retail, and omnichannel business with a 40-year legacy. The business was acquired by a Private Equity Consortium in 2009.  

Under Sélim’s leadership, L’azurde launched its retail business in 2015, which grew to represent 50% of revenues across 80 locations by 2023. In 2018, he led the USD 50 million acquisition of the TOUS franchisee in Saudi Arabia—the third-largest M&A deal in KSA that year—enhancing the company’s revenue, market profile, and retail capabilities.  

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The board expressed its gratitude to Sélim, stating, “Sincere thanks to Mr. Chidiac for his outstanding contributions and leadership in shaping the company's growth and success during his fourteen-year tenure. The Board wishes him the very best in his future endeavors.”