British demi-fine jewellery brand Lily Charmed has announced its expansion into the Middle East through a new partnership with the Rivoli Group, one of the region’s leading lifestyle retailers. The collaboration will see Lily Charmed available in over 20 ‘Hour Choice’ concept stores across the UAE, Qatar, Oman and Bahrain from mid-December 2025.

This partnership represents a major milestone for Lily Charmed as it continues its international growth following its 2024 rebrand, marking the next phase of the independent brand’s trade evolution.

Founded by Lucy Lee, Lily Charmed has become the destination for discerning charm collectors, offering over 300 unique designs that tell personal stories through jewellery. 

Lily Charmed will be available online, and in 25 Hour Choice stores from mid-December 2025, with further stores to be launched in 2026.