Contemporary luxury brand Jay3lle has appointed Princess Noura bint Faisal Al Saud as chief executive, marking a new chapter for the label co-founded by Johan and Blue Lindeberg. The announcement coincides with the company’s relocation from Sweden and the US to Saudi Arabia, where both Princess Noura and Johan Lindeberg are now based.
“Leading Jay3lle from Riyadh is an opportunity I am deeply grateful to have been given responsibility for,” said Princess Noura in a statement. She previously helped establish Saudi Arabia’s national fashion strategy and founded the creative industry consultancy Culture House.
Founded in 2024, Jay3lle eschews traditional seasonal collections, opting instead to release individual pieces such as the brand’s debut item, a ballet flat with an abstract monogram that retailed for $590. Last August, Jay3elle launched a golf capsule collection in collaboration with Adidas.
The womenswear label aims to position itself as a cultural venture rooted in Saudi Arabia while engaging with a global audience. “Blue and Princess Noura inspire us to initiate our brand community from a woman’s perspective,” said Johan Lindeberg. The brand plans on including menswear at a later stage in its development.
Fashion veteran Johan Lindeberg, who helped expand Diesel as its US CEO before founding J.Lindeberg and Blk Dnm, and co-founder Blue Lindeberg bring international experience and a generational perspective to the business. Together with Princess Noura, the trio aims to build a brand that merges fashion, hospitality and sport, with golf as a foundational pillar.
Jay3lle is currently gearing up for international expansion, with Golf Saudi as a lead investor.
Learn more:
How Diriyah Company Is Driving Cultural Transformation in Saudi Arabia
On stage at BoF CROSSROADS, Her Highness Princess Noura bint Faisal Al Saud, founder and CEO of Culture House, and Kiran Haslam, chief marketing officer at Diriyah Company, shared their insight into the evolving cultural and creative landscape in the Kingdom.