Not every story is told in words.
Some are kept in places, in faces, and in pieces that stand witness to time.
This is the story of SIRMASS.
The Beginning
Every great story begins with a dream. The story of SIRMASS began with a craft.
In Riyadh, in 1948, founder Ali Fahd Alshaqha began his journey at a time when there were no schools for goldsmithing. He learned with his hands, refining his skill day after day, believing that mastery was the only way to create something that lasts.
It did not begin as a business. It began as devotion to a craft, respect for the value of gold, and trust built with every piece made.
The First Workshop
After years of work, he opened his first goldsmithing workshop in the Al-Dirah district of Riyadh. There, a reputation began to grow.
Clients were not simply seeking gold. They sought precision, honesty and quality of work.
The founder would even gather the finest fragments of gold during crafting and return them to their owners — integrity became part of the SIRMASS identity long before it became a known name in jewellery.
From Workshop to Market
As trust grew, so did the journey — from a small workshop, to a dedicated store, to one of the most prominent institutions in the gold and jewellery trade in the Kingdom.
The expertise extended from goldsmithing into importing, distribution and gold trading, always guided by the same principles that began the journey.
Al-Thumairi Gold Souq
Together with a group of leading businessmen, the founder helped establish the Al-Thumairi Gold Souq facing the historic Masmak Fortress — one of the most famous gold markets in Saudi Arabia.
It was more than a commercial venture; it helped shape the gold trade in Riyadh and anchored SIRMASS at the heart of the sector.
Towards the World
Ambitions did not stop at the borders of the Kingdom. The search for the finest gold and gemstones extended to Europe and Asia.
The company became one of the largest importers of Italian gold of its era, with an international network that brought the finest creations to clients across the Kingdom and the Gulf.
The Birth of SIRMASS
After decades of experience, a new name was born — one that carries the legacy of the past and the vision of the future. SIRMASS.
A name devoted to natural stones, refined design, and quality shaped by generations of expertise.
Since that day, SIRMASS has been the house that carries this legacy into the future.
A New Generation, One Message
The journey continued with the new generation of the founder's sons — with a broader vision, a wider presence, and the same principles the story began with.
Mastery. Trust. And the commitment to jewellery worthy of life's most important moments.
SIRMASS Today
Today, SIRMASS represents more than seven decades of expertise in fine jewellery.
The house continues to create designs that unite traditional craftsmanship and contemporary vision, using the finest metals and certified natural stones, in continuing collaboration with the world's leading gem certification authorities — GIA, IGI and HRD.
Yet the success of SIRMASS is not measured only by what has been achieved, but by what it aspires to achieve.
A Legacy We Carry.
A Future We Craft.
While we take pride in a history that began in 1948, our ambition goes beyond preserving it. We aim for SIRMASS to continue strengthening its place among the leading Saudi houses of fine jewellery — through innovation, craftsmanship and an exceptional client experience, guided by the values the journey began with.
Every Piece Carries Meaning.
Every Experience Leaves a Mark.
Our mission is to create jewellery that reflects the highest standards of quality and mastery, and to offer our clients an experience built on trust, transparency and attention to the finest detail.
We believe jewellery is never merely acquired — it is a memory that accompanies its owner, and a story worth telling across generations.
From the first hand-crafted piece to the SIRMASS boutiques of today, one thing has never changed.
The belief that quality is not a choice — it is a promise that begins with every piece and endures across generations.
This is not the end of the story. It is a new chapter, written every day.
With every piece that carries the SIRMASS name, and every client who chooses to be part of this legacy.