(MENAFN- Mid-East Info) First capsule collection in the Middle East unveiled in AlUla with Kerten Hospitality

October 27, 2025 – Kerten Hospitality is proud to announce a first-of-its-kind collaboration with contemporary Italian jewellery brand EÉRA, unveiling an exclusive capsule collection at Dar Tantora The House Hotel in AlUla. This marks EÉRA's debut partnership in Saudi Arabia and its first capsule collection in the Middle East.

EÉRA is renowned for its bold contemporary aesthetic, rooted in traditional Italian craftsmanship. Inspired by utilitarian snap hooks discovered in Tokyo, their pieces merge functionality with high design, creating modern heirlooms that embody strength, individuality, and timeless style. For this collection, their iconic jewellery designs have been reimagined in warm desert hues and sandy tones, inspired by AlUla's dramatic landscapes. Displayed throughout Dar Tantora The House Hotel, the collection will transform guest spaces into immersive showcases where modern design and heritage meet. Guests can explore the pieces in-room and purchase directly via a QR code linked to EÉRA's webshop, blending digital convenience with cultural discovery.

Set against the backdrop of AlUla's Old Town, Dar Tantora The House Hotel has become a globally recognised heritage destination. This collaboration reflects Kerten Hospitality's commitment to unique brand partnerships that elevate guest experiences and connect global creativity with local culture. As a property that celebrates Saudi heritage while welcoming international perspectives, Dar Tantora The House Hotel provides the perfect setting for EÉRA's first Middle East showcase. The project also reinforces AlUla's position as a destination where art, craftmanship and heritage come together, helping to preserve and showcase the region's cultural legacy while fostering creative exchange.

“At Kerten Hospitality, partnerships are central to our vision of creating destinations that are more than hotels – they are cultural ecosystems,” said Giacomo Nicolodi, Group Marketing & Communications Director of Kerten Hospitality,“Our collaboration with EÉRA is a celebration of craftsmanship, heritage, and innovation, highlighting not only the artistry of Italian design, but also showcasing the unique beauty of AlUla. It is the perfect fusion of cultures and creativity that invites guests to experience the richness of both worlds, and we are proud to host their first Middle East capsule collection in AlUla.”

EÉRA Co-ounder, Chiara Capitani, added:“Our first stay in AlUla felt like stepping into the world we envisioned for this collection.”

“The timeless beauty of Dar Tantora The House Hotel, its natural palette and sense of heritage, perfectly echo EÉRA's values: bold design rooted in enduring craftsmanship” added Romy Blanga, Co-founder of EÉRA.

The unveiling of the EÉRA x Dar Tantora The House Hotel collection will take place on 23rd October 2025, offering guests and visitors an exclusive opportunity to experience Italian design reinterpreted through the lens of AlUla's heritage and landscape.

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