Behind every piece that carries the SIRMASS name, there is a journey. And behind every journey, there are people who believed that mastery is inherited not through words, but through deeds.
Since 1948, this message has passed from one generation to the next — preserving the same values, and building a future that carries the SIRMASS identity to generations to come.
This is not the story of a company. It is the story of a family.
The Man Who Began the Story
Ali Fahd Alshaqha
“True legacy is not measured by what we leave behind, but by what continues after us.”
The journey of Ali Fahd Alshaqha with gold began long before the market knew the name "SIRMASS". He was not seeking to build a brand — he was devoted to mastering a craft he believed deserved patience, precision and respect.
Through long years of work, integrity, mastery and quality became part of his character before they became part of the SIRMASS identity.
The greatest thing he left behind was not gold, but the values he instilled in his sons — values that live on in every piece that carries the SIRMASS name today.
The One Who Carried the Message
Abdulrahman Ali Alshaqha
“Trust is not the result of success. It is its true cause.”
Abdulrahman Ali Alshaqha grew up among the family's gold workshops and boutiques, learning the details of the profession before assuming its responsibilities. His journey was not merely a transition between generations, but a natural continuation of values he had lived since his earliest years.
With the launch of the SIRMASS name, he was among the foremost contributors in transforming accumulated expertise into a Saudi brand with a clear vision for the future — uniting a distinguished legacy with continuous development.
Today, he leads SIRMASS drawing on more than seven decades of experience, focusing on business development, expanding the brand's presence, strengthening relationships with leading traders and suppliers, and actively contributing to the development of the gold and jewellery sector in the Kingdom.
For him, success does not begin when a piece of jewellery is sold. It begins when a client trusts the SIRMASS name.
-
Launch of the SIRMASS brand.
-
Appointed Chief Executive Officer.
-
Development of the SIRMASS boutique network.
-
Building strategic relationships with leading traders and suppliers.
-
Participation in international exhibitions and conferences.
-
Membership and chairmanship of specialised sector committees.
-
Leading the continuing development and transformation of SIRMASS.
Abdullah Ali Alshaqha
“Preserving a legacy matters no less than crafting the future.”
Abdullah Ali Alshaqha has been part of the SIRMASS journey since its earliest years, moving between responsibilities that supported and developed the company's work.
He helped build an important chapter of the house's growth — preserving the principles it was founded on, and believing that quality is never achieved by chance, but by continuing the work with the same devotion the journey began with.
Nasser Ali Alshaqha
“A client may forget the piece — but never the way they were welcomed.”
Nasser Ali Alshaqha contributed to the growth of SIRMASS through his expertise in boutique management, developing the client experience and strengthening the relationship between SIRMASS and its clients.
He believes the success of a jewellery house is not measured by the number of pieces it sells, but by the number of clients who return.
Abdulaziz Abdulrahman Ali Alshaqha
“Technology builds the future. People build trust.”
Abdulaziz Abdulrahman Ali Alshaqha leads technological development within SIRMASS — overseeing digital transformation, systems, technical infrastructure and solutions that raise efficiency and enrich the client experience.
He believes technology does not change a brand's identity; it gives the brand the ability to endure, evolve and reach the future without losing its roots.
Ali Abdulrahman Ali Alshaqha
“The finest choice is the one that feels made for you.”
Ali Abdulrahman Ali Alshaqha works in sales consultancy, accompanying clients on the journey of choosing the piece that expresses their taste and occasion — believing every piece carries a different story.
Fahd Nasser Alshaqha
“Trust is the finest thing a house can earn.”
Fahd Nasser Alshaqha offers a consultative experience built on listening, understanding each client's needs, and helping them find the piece that suits them.
He believes the relationship with a client does not begin at the purchase — it begins with the first welcome.
Abdulelah Abdulrahman Ali Alshaqha
“Every small detail makes a great difference.”
Abdulelah Abdulrahman Ali Alshaqha holds responsibilities across management, procurement and quality control — following the finest details that preserve the standard SIRMASS is known for.
He believes quality is not a final step, but a culture that accompanies every stage of the work.
Abdulrahman Nasser Ali Alshaqha
“The finest experience is the one that brings a client back.”
Abdulrahman Nasser Ali Alshaqha advises SIRMASS clients, helping them choose pieces that reflect their character and occasions.
He sees jewellery not as a product, but as a memory that begins at the moment of choosing.
Faris Abdulrahman Ali Alshaqha
“A boutique's success begins with a smile — and continues with trust.”
Faris Abdulrahman Ali Alshaqha began his journey within SIRMASS across several departments, gaining broad practical experience of the house's work.
Today he manages the Hayat Mall boutique, offering an experience that reflects the SIRMASS identity — uniting quality of service, warmth of welcome and attention to detail.
Abdullah Nasser Ali Alshaqha
“The most beautiful pieces are the ones bound to an unforgettable memory.”
Abdullah Nasser Ali Alshaqha contributes to a consultative experience that helps clients find pieces suited to their taste — with a calm approach that reflects the values of SIRMASS.
Turki Nasser Ali Alshaqha
“Details make the difference.”
Turki Nasser Ali Alshaqha works with the sales team, offering an experience built on attention to detail, listening to clients' needs and helping them reach the right decision.
Ali Abdullah Ali Alshaqha
“Trust is the true beginning of every successful experience.”
Ali Abdullah Ali Alshaqha serves clients within the SIRMASS boutiques, building relationships founded on trust and clarity — the very values the company was founded on.
Abdulrahman Abdulaziz Abdulrahman Ali Alshaqha
“Every generation begins where the last one ended.”
Abdulrahman Abdulaziz Abdulrahman Ali Alshaqha represents the newest generation of the family taking part in the SIRMASS journey today.
His presence embodies the natural continuation of a story that began in 1948 — still evolving with every generation, preserving its values and looking to its future.
Since 1948, generations have followed one another. The business has evolved. The vision has widened. Yet one thing has never changed.
The belief that quality is not bought — it is built. That trust is not requested — it is earned.
And that the SIRMASS name is a responsibility carried by every generation, before it is a brand.
The story began with one man who believed in his craft. Today it is a legacy carried by an entire family.
With every generation, a new page is written. And with every piece that carries the SIRMASS name, the story continues.
SIRMASS · Since 1948
Crafted by Generations. Trusted for Generations.